The Business Of Duolingo

Duolingo is that app that is given as case studies, its seen as the leading light in Growth, app growth and AB testing.

Duolingo did incredibly well on TikTok and is often the go-to example of how to leverage brand in the Marketing landscape.

They were deliberately random and arguably smart, however, don’t expect it this to be your copy-paste winning formula for your brand.

Many do not realise the business model and the economics behind the language app, with over 80% of users not or never paying for any features of the app and an ad model that only contributes to -10% of its revenues.

Here is a quick video with the Duolingo team talking about their app, their smart approach to push notifications (think mum guilt), its economics and how AI is going to be powering many tests and many more to come.