This is also illustrated from Vivek’s tweet below, which shows that Duolingo has a low share of sales and marketing spend as a percentage of gross profit compared to other consumer subscription businesses.

It has been able to create a brand and almost become synonymous with language learning, as the below snippet highlights:įor example, on Google, people search the term “Duolingo” nine times more often than “learn Spanish.” Īnd in the period between 2011 to the end of 2019, Duolingo spent less than $15M on external marketing, highlighting the importance of organic and word-of-mouth growth. It has been downloaded over 500M times and has more than 40M monthly active users. As such, Duolingo has gotten a lot of organic word-of-mouth growth. It is a freemium product in the sense that there is a premium tier, but that premium tier unlocks boosts and benefits and not any “new content” as such.Ĭompared to a lot of the competition and alternatives for language learning, Duolingo’s “free” price tag is of tremendous value.

One of the somewhat unique things about Duolingo is that all the content is accessible completely for free.

Duolingo subscription cost