Duolingo, Inc. (DUOL): Canvas del Modelo de Negocio [Actualizado en Ene-2025]

Duolingo ha revolucionado el aprendizaje de idiomas a través de un modelo de negocio innovador que transforma la educación en una experiencia digital accesible y accesible. Al aprovechar la tecnología de vanguardia, la gamificación y un enfoque estratégico de freemium, la compañía ha atraído 500 millones+ Usuarios en todo el mundo, interrumpiendo paradigmas de educación de idiomas tradicionales. Esta plataforma dinámica combina perfectamente el diseño centrado en el usuario, la inteligencia artificial y la conectividad global para crear una propuesta de valor única que haga que los idiomas de aprendizaje no solo sea educativo, sino realmente agradable y asequible para millones en diversos demografía.

Duolingo, Inc. (DUOL) - Modelo de negocios: asociaciones clave

Creadores y educadores de contenido de idiomas

Duolingo colabora con más de 29,000 educadores de idiomas y creadores de contenido a nivel mundial. A partir de 2024, estas asociaciones incluyen:

Tipo de socio	Número de socios	Contribución clave
Expertos de idiomas independientes	22,500	Desarrollo de contenido del curso
Profesionales del idioma académico	6,500	Validación del plan de estudios

Instituciones y universidades académicas

Duolingo mantiene asociaciones estratégicas con más de 450 instituciones académicas en todo el mundo.

• Instituto de Tecnología de Massachusetts (MIT)
• Universidad de Pittsburgh
• Universidad de Columbia
• Universidad de Chicago

Plataformas tecnológicas

Asociaciones de distribución en las principales plataformas digitales:

Plataforma	Descargas totales de aplicaciones	Participación de ingresos
Apple App Store	350 millones	30%
Google Play Store	400 millones	30%

AI y colaboradores de investigación de aprendizaje automático

Asociaciones de investigación activa con 12 instituciones de investigación de tecnología:

• Universidad Carnegie Mellon
• Universidad de Stanford
• Investigación de Google AI
• Opadai

Proveedores de servicios de traducción y localización

Red de localización integral que cubre 40 idiomas:

Proveedor de servicios	Idiomas compatibles	Volumen de traducción anual
Transperfecto	25	2.5 millones de palabras
León	20	1.8 millones de palabras

Duolingo, Inc. (DUOL) - Modelo de negocio: actividades clave

Desarrollo de la plataforma de aprendizaje de idiomas

Duolingo invirtió $ 224.8 millones en investigación y desarrollo en 2022. La plataforma admite más de 40 idiomas en las plataformas web y móviles.

Métricas de plataforma	Datos 2022
Usuarios totales de la plataforma	49.8 millones de usuarios activos mensuales
Descargas de aplicaciones móviles	500 millones+ descargas globales
Disponibilidad de la plataforma	Más de 40 idiomas

Algoritmo continuo y mejora de IA

Duolingo utiliza algoritmos de aprendizaje automático para personalizar las experiencias de aprendizaje.

• Tecnología de aprendizaje adaptativo con IA
• Recomendaciones de lección personalizadas
• Seguimiento de rendimiento en tiempo real

Experiencia de usuario y diseño de interfaz

El equipo de diseño se centra en crear interfaces de aprendizaje intuitivas e atractivas.

Métricas de diseño de UX	Rendimiento 2022
Calificación de la tienda de aplicaciones	4.7/5
Tasa de retención de usuarios	37% después de 30 días

Creación de contenido y desarrollo del plan de estudios

Duolingo emplea expertos lingüísticos para desarrollar planes de estudio de idiomas integrales.

• Creadores de contenido de hablantes nativos
• Plan de estudios alineado con los estándares internacionales de dominio del idioma
• Actualizaciones de contenido regulares

Estrategias de marketing y adquisición de usuarios

Duolingo gastó $ 133.4 millones en ventas y marketing en 2022.

Canal de marketing	Impacto de adquisición de usuarios
Redes sociales	12.5 millones de nuevos usuarios
Programas de referencia	3.7 millones de referencias de usuarios
Publicidad digital	8.9 millones de adquisiciones de usuarios

Duolingo, Inc. (DUOL) - Modelo de negocios: recursos clave

Tecnología de aprendizaje de idiomas propietario

A partir del cuarto trimestre de 2023, la plataforma tecnológica patentada de Duolingo admite más de 40 idiomas con 500 millones de usuarios registrados a nivel mundial.

Métrica de tecnología	Datos cuantitativos
Cursos de idiomas	45 cursos de idiomas
Usuarios activos diarios	16.2 millones de usuarios
Descargas de aplicaciones móviles	Más de 700 millones de descargas

Base de datos de usuarios multilingües grandes

La base de datos de usuarios de Duolingo incluye datos integrales de comportamiento lingüístico y de aprendizaje.

• 500 millones de usuarios registrados en total
• Representación del usuario global en 194 países
• Participación promedio del usuario: 30 minutos por día

Aprendizaje automático y algoritmos de IA

Algoritmos de personalización avanzados impulsados ​​por la IA Power Duolingo Experiencias de aprendizaje.

Métrica de tecnología de IA	Especificación
Modelos de aprendizaje automático	17 algoritmos de aprendizaje adaptativo
Precisión de personalización	92% de coincidencia de contenido específico del usuario

Equipo de ingeniería de software calificado

Duolingo mantiene una sólida fuerza laboral de ingeniería especializada en tecnología del idioma.

• Total de empleados: más de 600
• Tamaño del equipo de ingeniería: 250 profesionales
• Inversión anual de I + D: $ 78.3 millones (2023)

Repositorio de contenido del idioma global

Contenido lingüístico integral que abarca múltiples dominios de lenguaje.

Métricas de repositorio de contenido	Datos cuantitativos
Contenido total del idioma	Más de 100,000 módulos de aprendizaje únicos
Frecuencia de actualización de contenido	Refinamientos lingüísticos trimestrales

Duolingo, Inc. (DUOL) - Modelo de negocio: propuestas de valor

Aprendizaje de idiomas gratuito y accesible

A partir del cuarto trimestre de 2023, Duolingo ofrece más de 40 cursos de idiomas a 500 millones de usuarios registrados a nivel mundial. La plataforma proporciona Acceso al aprendizaje básico de idiomas 100% gratuito.

Segmento de usuario	Acceso gratuito	Características premium pagadas
Usuarios gratuitos	Lecciones de idioma básico	Características limitadas
Suscriptores de Duolingo Plus	Acceso completo a la plataforma	Modo sin anuncios, fuera de línea

Experiencia de aprendizaje gamificada

Las métricas de gamificación de Duolingo incluyen:

• Seguimiento de rachas activas diarias
• Sistema de puntos XP
• Rankings de la tabla de clasificación
• Insignias de logro

Caminos de aprendizaje personalizados

Los algoritmos de aprendizaje automático personalizan las lecciones para el 98.7% de los usuarios activos, ajustando la dificultad basada en el rendimiento individual.

Plataforma móvil interactiva y atractiva

Plataforma	Usuarios activos mensuales	Descargar estadísticas
Aplicación móvil	49.3 millones	Más de 500 millones de descargas
Plataforma web	23.7 millones	Acceso basado en el navegador

Alternativa asequible a los cursos de idiomas tradicionales

Comparación de precios:

• Duolingo Básico: $ 0/mes
• Duolingo Plus: $ 6.99/mes
• Curso promedio de idiomas: $ 200- $ 500/mes

Duolingo, Inc. (DUOL) - Modelo de negocios: relaciones con los clientes

Modelo de suscripción freemium

A partir del cuarto trimestre de 2023, Duolingo reportó 78.8 millones de usuarios activos mensuales, con 5.5 millones de suscriptores pagados. La suscripción Duolingo Plus cuesta $ 6.99 por mes o $ 84 anualmente. Los usuarios gratuitos representan el 94.3% de la base total de usuarios.

Nivel de suscripción	Precio mensual	Usuarios anuales
Nivel libre	$0	73.3 millones
Duolingo Plus	$6.99	5.5 millones

Recomendaciones de aprendizaje personalizadas automatizadas

El algoritmo impulsado por la IA de Duolingo genera 3.200 millones de recomendaciones de lecciones personalizadas diariamente. Los modelos de aprendizaje automático se adaptan al progreso individual del usuario con una precisión del 92% en la personalización de contenido.

Apoyo para el aprendizaje impulsado por la comunidad

• Foros de idiomas con 2.4 millones de discusiones comunitarias activas
• Interacciones de aprendizaje por pares con un promedio de 18.6 minutos por sesión de usuario
• Traducciones de contenido generadas por el usuario superiores a 1.8 millones de contribuciones

Actualizaciones de aplicaciones regulares y mejoras de funciones

Duolingo lanza la aplicación de la aplicación cada 6-8 semanas. En 2023, se implementaron 14 mejoras principales de características, incluidos ejercicios de habla con IA y cursos de idiomas ampliados.

Canales de atención al cliente receptivos

Canal de soporte	Tiempo de respuesta	Tasa de resolución
Soporte por correo electrónico	24-48 horas	87%
Centro de ayuda en la aplicación	Inmediato	93%
Redes sociales	4-6 horas	79%

Duolingo, Inc. (DUOL) - Modelo de negocios: canales

Aplicación móvil (iOS y Android)

A partir del cuarto trimestre de 2023, Duolingo reportó 78.7 millones de usuarios activos mensuales a través de sus plataformas móviles. La aplicación móvil se ha descargado más de 500 millones de veces en todo el mundo en las tiendas de aplicaciones iOS y Android.

Plataforma	Descargas totales	Usuarios activos
iOS	245 millones	38.4 millones
Androide	255 millones	40.3 millones

Plataforma basada en la web

La plataforma web de Duolingo representa 22.1 millones de usuarios activos mensuales en 2024, lo que representa el 28% de la participación total del usuario.

Marketing en redes sociales

• Seguidores de Instagram: 1.2 millones
• Seguidores de Twitter: 689,000
• Seguidores de Tiktok: 3.4 millones
• Suscriptores de YouTube: 1.1 millones

Distribuciones de App Store

Tienda de aplicaciones	Clasificación	Revisiones totales
Apple App Store	4.7/5	1.3 millones
Google Play Store	4.6/5	1.1 millones

Estrategias de referencia y marketing viral

El programa de referencia de Duolingo genera aproximadamente el 15.6% de las adquisiciones de nuevos usuarios. El coeficiente viral se estima en 1.3, lo que indica que cada usuario aporta 0.3 usuarios adicionales a través de referencias.

• Tasa de conversión de referencia: 12.4%
• Bonificación de referencia promedio: 7 días de Duolingo Plus
• Reaching de marketing viral: 42 millones de usuarios

Duolingo, Inc. (DUOL) - Modelo de negocios: segmentos de clientes

Aprendedores de idiomas de todas las edades

A partir del cuarto trimestre de 2023, Duolingo reportó 78.3 millones de usuarios activos mensuales a nivel mundial.

Grupo de edad	Porcentaje de usuarios
13-17 años	22%
18-24 años	35%
25-34 años	27%
35+ años	16%

Estudiantes y profesionales

Duolingo ofrece más de 40 cursos de idiomas dirigidos al desarrollo educativo y profesional.

• Estudiantes: el 42% de los usuarios están inscritos en instituciones académicas
• Profesionales: Plataforma de uso del 58% para el avance profesional

Audiencia multilingüe global

La plataforma admite 40 idiomas con 2.400 millones de descargas totales a partir de 2023.

Región	Porcentaje de usuario
América del norte	38%
Europa	32%
América Latina	15%
Asia-Pacífico	12%
Otras regiones	3%

Alumnos automotivados

Usuarios activos diarios: 14.7 millones en el cuarto trimestre de 2023.

Buscadores de educación conscientes del presupuesto

El modelo Freemium atrae al 97% de los usuarios a través de nivel gratuito.

Tipo de usuario	Porcentaje
Usuarios gratuitos	97%
Suscriptores pagados (Duolingo Plus)	3%

Duolingo, Inc. (DUOL) - Modelo de negocio: Estructura de costos

Mantenimiento de la infraestructura tecnológica

Costos de mantenimiento de infraestructura tecnológica anual para Duolingo en 2023: $ 42.3 millones

Componente de infraestructura	Costo anual
Infraestructura de red	$ 15.6 millones
Mantenimiento de hardware	$ 8.7 millones
Sistemas de seguridad	$ 6.2 millones
Operaciones del centro de datos	$ 11.8 millones

Desarrollo e ingeniería de software

Gastos totales de desarrollo de software para 2023: $ 87.5 millones

• Ingenieros de software a tiempo completo: 523
• Salario promedio de ingeniería anual: $ 145,000
• Investigación de investigación y desarrollo: $ 92.1 millones

Creación y localización de contenido

Costos anuales de desarrollo de contenido: $ 36.4 millones

Categoría de contenido	Gasto anual
Desarrollo de cursos de idiomas	$ 22.6 millones
Servicios de traducción	$ 8.9 millones
Verificación de contenido	$ 4.9 millones

Marketing y adquisición de usuarios

Gastos de marketing en 2023: $ 64.2 millones

• Gasto publicitario digital: $ 41.3 millones
• Marketing en redes sociales: $ 12.7 millones
• Costos del programa de referencia: $ 10.2 millones

Computación en la nube y gastos del servidor

Costos totales de infraestructura en la nube: $ 53.6 millones anuales

Proveedor de servicios en la nube	Gasto anual
Servicios web de Amazon (AWS)	$ 37.4 millones
Plataforma en la nube de Google	$ 12.6 millones
Microsoft Azure	$ 3.6 millones

Estructura de costos totales para 2023: $ 284 millones

Duolingo, Inc. (DUOL) - Modelo de negocios: flujos de ingresos

Planes de suscripción premium

Duolingo ofrece Duolingo Plus (ahora llamado Super Duolingo) con la siguiente estructura de precios:

Tipo de suscripción	Precio mensual	Precio anual
Plan individual	$ 6.99/mes	$ 84.00/año
Plan familiar (hasta 6 usuarios)	$ 9.99/mes	$ 119.99/año

Compras en la aplicación

Duolingo genera ingresos a través de:

• Fragmentos de racha
• Corazones extra para aprender
• Niveles legendarios

Ingresos publicitarios

Detalles de ingresos publicitarios:

Plataforma publicitaria	Contribución de ingresos
Anuncios en la aplicación	Aproximadamente el 10-15% de los ingresos totales

Pruebas de dominio del idioma

Precios de prueba de Duolingo English:

Tipo de prueba	Precio
Prueba estándar	$ 49 por intento

Licencias empresariales y educativas

Duolingo para escuelas y ofertas empresariales:

• Duolingo para escuelas: gratis
• Duolingo para negocios: precios personalizados basados ​​en el tamaño de la organización

Ingresos totales para 2023: $ 369.7 millones

Duolingo, Inc. (DUOL) - Canvas Business Model: Value Propositions

Free, gamified, and accessible language learning for everyone.

Duolingo, Inc. maintains a massive free user base, which serves as the top-of-funnel for paid conversions. As of the third quarter of 2025, Monthly Active Users (MAUs) reached 135.3 million. Daily Active Users (DAUs) surpassed 50 million in Q3 2025, representing a 36% year-over-year growth for the quarter. The platform offers over 100 available courses across more than 41 languages. The app has surpassed over 950 million total downloads worldwide.

The habit-forming design is evidenced by the stickiness of the user base. For instance, as of December 31, 2024, roughly 10 million users maintained streaks longer than one year.

The overall financial performance reflects this scale; Duolingo, Inc. reported revenue of $271.7 million for Q3 2025, a 41.1% year-on-year increase. The company is guiding for full-year 2025 bookings of nearly $1.2 billion, representing a 33% growth rate.

The core value proposition is supported by the following key metrics as of Q3 2025:

Metric	Value (Q3 2025)	Year-over-Year Change
Monthly Active Users (MAUs)	135.3 million	20% increase
Daily Active Users (DAUs)	50.5 million	36% increase
Total Paid Subscribers (Period End)	11.5 million	34% increase
Subscription Revenue	$229.5 million	46% increase
Adjusted EBITDA Margin	29.5%	Expansion of ~5 points

AI-powered personalized tutoring and conversational practice (Max tier).

Duolingo, Inc. has successfully layered premium AI features into the Duolingo Max tier, which is priced higher than the base Super Duolingo offering. This tier includes features like Explain My Answer and Video Call. The Max tier is becoming a meaningful revenue contributor, accounting for roughly 9% of total subscription revenue as of Q3 2025, with its bookings having doubled year-over-year. The monthly price point for Max is approximately $29.99, or about $14 per month on an annual plan.

Official, low-cost English proficiency certification (DET).

The Duolingo English Test (DET) is positioned as a low-cost alternative to traditional exams. The current price for a single attempt is $70 USD. In the third quarter of 2025, the DET generated revenue of $9,649,000. Based on the $70 price, this suggests an estimated 137,842 tests were taken in that quarter. The DET is accepted by over 5,700 American schools, colleges, and universities.

Expansion into new learning subjects: Math, Music, and Chess.

The platform has expanded beyond language learning into other subjects. The Chess course is noted as the fastest-growing course on the platform, attracting millions of users and showing slightly higher retention than language courses. The company is also testing the Duolingo Max offering in China, which represents the fastest-growing geographic region with approximately 6% of the total business.

The monetization mix shows that over 80% of Duolingo, Inc.'s total revenue comes from subscriptions, with advertising contributing only about 7% in Q3 2025.

• Super Duolingo (entry tier) remains the backbone, priced around $12.99 per month.
• The Super Duolingo Family Plan is priced at $119.99 annually for up to six users and represents 29% of the total subscriber count.

Duolingo, Inc. (DUOL) - Canvas Business Model: Customer Relationships

You're looking at how Duolingo, Inc. keeps its massive user base coming back day after day. The relationship is heavily automated, which is necessary given the scale. The core of this is in-app gamification, designed to build a daily habit. Features like Streaks are central to this, turning language practice into a persistent, almost compulsive, daily task. This relentless focus on engagement is paying off in the numbers; for instance, in the third quarter of 2025, the Daily Active User (DAU) count hit 50.5 million, representing a 36% year-over-year increase. This high engagement is also reflected in the DAU/MAU ratio, which improved to 37.2% by Q2 2025, showing users are returning frequently.

Here's a quick look at the sheer scale of the user base as of late 2025:

Metric	Value (Q3 2025)	Context
Monthly Active Users (MAU)	135.3 million	Up 20% year-over-year.
Daily Active Users (DAU)	50.5 million	Over 50 million people use the app daily.
Total Paying Subscribers	11.5 million	Up 34% year-over-year.
Subscription Revenue Share (TTM)	Around 81%	Of total trailing twelve months revenue.

For the vast majority of users, the relationship is entirely self-service. They download the app, use the core language courses for free, and manage their own progress without direct human intervention. This model is the only way Duolingo, Inc. can efficiently manage a base that saw MAUs reach 135.3 million in Q3 2025. To be fair, this lean approach is also reflected in reports suggesting a very small dedicated support team; one source from early 2025 indicated the company had only two regular, full-time support staff plus freelancers to handle issues for millions of users. The company's stated strategy is to lean into AI and automation to handle these scaling issues, rather than significantly increasing human support headcount.

The relationship shifts significantly for paying customers. Dedicated support, though still largely automated or AI-driven, is reserved for Super and Max subscribers who pay for an ad-free experience and premium features. The pricing structure is tiered to segment these relationships. Super Duolingo, the ad-free tier with unlimited hearts, costs $12.99 monthly or $59.99 annually (equivalent to about $5 per month). For families, the Super Family plan costs $119.99 annually, supporting up to six users, which breaks down to roughly $1.67 per user per month. The top tier, Duolingo Max, adds AI-powered features like conversational practice and costs about $29.99 monthly, or around $14 per month with annual billing. These subscribers are offered a smoother, uninterrupted experience, which is a key differentiator from the ad-supported free tier.

Communication outside the app is a one-to-many broadcast designed to pull users back into the learning loop. The viral nature of the green owl mascot, Duo, is a key part of this, creating brand awareness that drives initial downloads. Internally, the system uses highly personalized, often urgent, push notifications. These are intentionally designed and timed to keep engagement high, especially for users at risk of losing their Streak. For example, if you miss a day, you'll defintely get a notification reminding you to practice, which is a direct, automated attempt to maintain the daily habit and protect the user's investment in their current streak.

Duolingo, Inc. (DUOL) - Canvas Business Model: Channels

Mobile App Stores (Apple App Store, Google Play) for discovery and downloads represent a primary channel for Duolingo, Inc. The flagship app has organically become the top-grossing app in the Education category on both Google Play and the Apple App Store.

Estimated daily mobile app downloads for November 2025 were 277,222, showing a slight decrease from the 30-day moving average of 276,111 daily downloads. For a specific period in 2025, the Duolingo: Language Lessons App showed over 14M+ Installs on Google Play.

Metric	Value	Date/Period
Estimated Daily App Downloads (Nov 2025)	277,222	November 2025 Estimate
30-Day Average Daily Downloads	276,111	November 2025 Estimate
Total Cumulative Downloads (End of 2024)	960 million	End of 2024
Most Downloaded Language App Worldwide	14.3 million downloads	July 2024

Direct-to-consumer via the Duolingo website is another significant access point. The website, duolingo.com, saw an estimated 56,978,000 visitors in October 2025. This represented an increase from the September 2025 estimate of 55,649,000 visitors.

Highly effective App Store Optimization (ASO) and word-of-mouth drive massive scale. Duolingo, Inc. reported approximately 135.3 million Monthly Active Users (MAUs) in Q3 2025, which was up 20% year-over-year. Daily Active Users (DAUs) surpassed 50 million in Q3 2025, marking a 36% year-over-year growth. The DAU/MAU ratio, a measure of stickiness, reached 37.3% in Q3 2025, up from 32.9% a year earlier.

The paid subscriber base is a key conversion metric flowing from these channels. Duolingo had 11.5 million subscribers as of Q3 2025.

• MAU (Q3 2025): 135.3 million
• DAU (Q3 2025): 50.5 million
• Paid Subscribers (Q3 2025): 11.5 million
• DAU/MAU Ratio (Q3 2025): 37.3%

Social media platforms and brand partnerships contribute to viral marketing and discovery. While direct social media statistics weren't detailed, a major brand partnership example involved Luckin stores in Asia. Over 26,000+ Luckin stores sold more than 10M Duolingo-branded drinks in a two-week period. Asia is noted as the fastest-growing region, with China now the second-largest DAU country, representing 6% of the total business.

Duolingo, Inc. (DUOL) - Canvas Business Model: Customer Segments

You're looking at the core groups Duolingo, Inc. serves as of late 2025. The customer base is broad, but the monetization strategy clearly targets the most engaged and financially capable subsets.

Gen Z and Millennials (16-34) seeking academic or cultural learning.

This group forms the backbone of the platform's daily activity. As of Q1 2025, users aged 16-34 constituted approximately 60% of Duolingo, Inc.'s Daily Active Users (DAUs). This segment is highly responsive to the gamified experience, driving the overall engagement metrics. By Q3 2025, the total DAU count reached 50.5 million, indicating a massive pool of this core demographic interacting with the app daily. Their motivation is split between academic goals and general cultural interest, which feeds the top of the monetization funnel.

Casual learners and travelers needing basic proficiency.

This segment represents the vast majority of the free user base, which is crucial for network effects and ad revenue. Duolingo, Inc. reported an average of 29 million DAUs and about 185 million Monthly Active Users (MAUs). By Q3 2025, MAU was reported at 135.3 million. These users often use the platform for quick practice or to maintain basic conversational skills before travel, rarely converting to paid tiers. The platform supports over 100 courses across more than 41 languages. English remains the most popular language taught, with over 48 million users accessing that version.

Families and younger users adopting the Family Plan and new subjects.

The Family Plan targets households or groups looking for shared, cost-effective access to premium features. The Duolingo Family Plan is an annual subscription allowing up to six individuals to share one Super Duolingo account. In the United States, the annual cost for this plan is $119.99. When split among the maximum of six users, this breaks down to roughly $1.67 per user per month. This structure makes it an attractive entry point for families with younger users or multiple language learners in one household.

Students and professionals requiring certified English proficiency (DET).

This segment is served by the Duolingo English Test (DET), a distinct revenue stream and customer group. As of Q3 2025, the DET is accepted by over 6,000 higher education institutions globally. For the year ending June 2025, admission to an education institution was the reported reason for taking the DET in 89% of all test sessions. Specifically, about 49% of test takers cited undergraduate studies, and about 35% cited graduate studies. Asia remains the largest region for test-takers, accounting for 55% of all sessions in 2025.

Affluent users converting to premium Super/Max subscriptions.

These are the most valuable users, driving subscription revenue. As of Q3 2025, Duolingo, Inc. had 11.5 million paying subscribers, marking a 34% year-over-year increase. The overall subscription conversion rate from DAUs hit 15% in Q1 2025. The top-tier Duolingo Max, which includes AI-powered features, costs nearly $30 per month if billed monthly, or about $167.99 annually. The standard Super Duolingo annual plan costs $59.99, equivalent to about $5 per month, offering a significant discount over the $12.99 monthly rate.

Here's a quick look at the key metrics across these segments:

Segment Indicator	Metric/Value	Data Point Context
Core User Base (16-34)	60% of DAUs	As of Q1 2025
Total Daily Engagement	50.5 million DAUs	Q3 2025
Total Paying Subscribers	11.5 million	As of Q3 2025
Subscription Conversion Rate	15%	From DAUs, Q1 2025
DET Institutional Acceptance	Over 6,000	As of Q3 2025
DET Academic Intent	89% of test takers	Combined secondary, undergraduate, and graduate reasons, July 2024-June 2025
Super Family Plan (US Annual Cost)	$119.99	For up to 6 users
Super Max Monthly Cost (Annual Billing)	Approx. $14.00	US pricing

The platform's reach is global, but revenue concentration is clear:

• The United States accounts for 40% of Duolingo, Inc.'s total revenue.
• Fastest-growing user bases are in Latin America and Asia-Pacific, with growth exceeding 50% year-over-year in 2024.
• The top three non-English first-language groups among DET test takers (Mandarin, Spanish, Arabic) comprised about 31% of all sessions in 2025.
• The company maintains a low Customer Acquisition Cost (CAC) of approximately $5.

Duolingo, Inc. (DUOL) - Canvas Business Model: Cost Structure

You're looking at where Duolingo, Inc. is spending its money to keep that growth engine running, especially as they push deeper into AI. The cost structure is heavily weighted toward product development and scaling the user base. Honestly, the investment in engineering talent and cloud resources to support over 100 courses and hundreds of millions of users is substantial.

The prompt mentioned a target R&D percentage, and based on the latest available full-year data, the GAAP Research & Development (R&D) expense for fiscal year 2024 was 31% of revenue, down from 37% in 2023, showing some operating leverage in that area, though absolute spending is still climbing. The most recent absolute figure for R&D, covering the twelve months ending September 30, 2025, was $0.293B.

Here's a breakdown of the key operating expense components based on the latest full-year 2024 GAAP reporting and the most recent TTM data available:

Cost Component (GAAP Basis)	FY 2024 Absolute Amount (Approx.)	FY 2024 % of Revenue (Approx.)
Research & Development (R&D)	$235.30 million	31%
Sales & Marketing (S&M)	$90.49 million	12%
General & Administrative (G&A)	$155.99 million	21%
Total Revenue (FY 2024)	$748.0 million	100%

The push for AI features, particularly in Duolingo Max, is a direct cost driver. You saw this reflected in the gross margin in Q4 2024, which decreased due to lower subscription margins from increased generative AI costs. This points directly to the high cost associated with specialized personnel and the cloud compute power needed for those advanced features.

You can see the major buckets of spending below. While specific cloud hosting costs aren't itemized separately from the operating expenses, they are baked into the R&D and Cost of Revenue lines, which is typical for a software-as-a-service model:

• High Research & Development (R&D) costs for AI and product innovation, around 31% of 2024 revenue.
• Personnel costs for engineers, content creators, and AI specialists are the primary driver within R&D and G&A.
• Sales and Marketing (S&M) expenses were 12% of 2024 revenue.
• Technology and infrastructure costs are embedded, with AI adoption specifically noted as increasing costs in 2024.
• Content licensing and partnership costs are not explicitly detailed in the main operating expense lines, but the original model relied on translation partnerships.

Finance: draft 13-week cash view by Friday.

Duolingo, Inc. (DUOL) - Canvas Business Model: Revenue Streams

You're looking at the core ways Duolingo, Inc. converts its massive user base into hard currency as of late 2025. The model is heavily weighted toward recurring revenue, which provides a solid foundation even when ad markets fluctuate.

The primary engine is the subscription offering, Super Duolingo and the premium Duolingo Max tier. This stream is the most significant contributor to the top line. For instance, in Q1 2025, subscription revenue comprised 83% of total revenues, showing the company's successful pivot to high-value recurring income. By Q2 2025, subscription revenue hit $210.7 million, representing 46% growth year-over-year, on total Q2 revenue of $252.3 million.

The full-year 2025 revenue is projected to land around $1.03 billion, a figure that management raised following strong Q2 performance.

Here is a breakdown of the key revenue components based on late 2025 figures:

Revenue Stream Component	Latest Reported Metric/Amount (Q2 2025 unless noted)	Context/Rate
Subscription Revenue (Super/Max)	$210.7 million	Drove approximately 80% of Q2 2025 revenue; Q1 2025 share was 83%.
Duolingo English Test (DET) Fees	$10,088,000	Q2 2025 revenue; standard test fee is $70.
Advertising Revenue	Smaller portion of total	Contributed to improved gross margin in Q2 2025.
In-App Purchases (IAPs)	Part of 'Other' revenue	'Other' revenue grew 11% in Q1 2025.
Full-Year 2025 Revenue Projection	$1.03 billion	Raised guidance after Q3 results.

The Duolingo English Test (DET) remains a high-margin certification product. In Q2 2025, this stream generated $10,088,000 in revenue. The standard price point for the test is $70. This is a distinct, high-value transaction separate from the recurring subscription base.

Advertising revenue from the free user base, while smaller than subscriptions, is still a meaningful component. Duolingo noted a strong quarter of bookings from its ads business in Q2 2025, which helped offset higher AI costs impacting gross margin.

In-app purchases (IAPs) for virtual goods like Gems or Streak Freezes are bundled into the 'Other' revenue category alongside DET fees and advertising. This segment showed growth, with Q1 2025 'Other' revenue increasing by 11% year-over-year.

You can see the scale of the paid user base driving this: paid subscribers reached 10.9 million as of June 30, 2025, a 37% year-over-year increase.

• Subscription revenue growth (Q2 2025 YoY): 46%.
• Paid Subscribers (Q2 2025 end): 10.9 million.
• Q2 2025 Total Revenue: $252.3 million.
• Adjusted EBITDA Margin (Q2 2025): 31.2%.
• Free Cash Flow Margin (Q2 2025): 34.2%.

Finance: draft 13-week cash view by Friday.