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Duolingo has continued to make significant investments in improving user engagement through new artificial intelligence features in 2024, while also having more courses lined up for 2025.
ADVERTISEMENTGlobal language learning company Duolingo reported revenue of $748m (€719.7m) for the financial year 2024, which was a surge of 41% on an annual basis.
This was mainly because of the company innovating rapidly by launching artificial intelligence (AI) features in some subscription plans like Duolingo Max, which focus on natural conversation practice.
Duolingo’s share price plunged 8.4% in pre-market futures on the NASDAQ index. Total bookings came up to $870.6m (€837.6m) for last year, which was a boost of 40% year-on-year, whereas net income was $88.6m (€85.3m) in 2024.
Adjusted earnings before interest, taxes, depreciation and amortisation (EBITDA), came up to $191.9m (€184.6m) in 2024. For the fourth quarter 2024, revenue was $209.6m (€201.7m), with net income coming up to $13.9m (€13.4m) and adjusted EBITDA being $52.3m (€50.3m).
In the fourth quarter, daily active users surged 51% on an annual basis, whereas monthly active users jumped 32% compared to the same quarter in the previous year.
Paid subscribers also soared 43% year-on-year.
Company aims to build on ‘exceptional results’
Luis von Ahn, co-founder and CEO of Duolingo, said in the Q4 earnings press release: “We closed out 2024 with a truly exceptional fourth quarter, achieving our highest ever quarterly bookings, revenue, DAUs, and net new subscribers. Our results highlight the continued strength of our product-led strategy and focus on engagement.
“We see exciting opportunities ahead in 2025. We intend to continue to invest in our product in order to drive engagement and user growth, as well as in features like Video Call to drive adoption of Duolingo Max. These investments will help us teach better, continue to expand our market, and enable sustained, long-term growth.”
Euronews has contacted Duolingo for comment.
Marketing campaigns drive Duolingo growth
In 2024, Duolingo saw significant success with marketing campaigns such as Duolingo on Ice, its 5-second Super Bowl ad and its “Owl Game” tie-up with Netflix.
These went a long way in helping to strengthen the brand as well as boosting user growth. More than 10 millions users now have streaks of one year or longer.
The company also uses a number of marketing channels, such as Instagram Reels and YouTube Shorts, which experienced rocketing numbers of views in 2024 as well.
In 2025, Duolingo plans to continue focusing on A/B testing, as well as speeding up experimentation, so as to make their user experience more engaging and interesting.
New courses such as German for Japanese speakers and Chinese for Korean speakers will also be introduced, along with improvements in current features such as Video Call for English learners.
