Duolingo Revenue & Ads
A gamified language learning app with short lessons in over 40 languages, plus math, music and chess.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202611 min readPricing play
Est. monthly revenue
$54M
↑ 8.3% vs prev. period
Downloads / month
6M
↑ 15.3% vs prev. period
Rating
4.7
5.5M ratings · #1 in Austria
Meta ads running
323
721 found · median 65
Duolingo revenue and downloads trend
Est. monthly revenue
$45.0M ↓ 7.0% in 90 days
Dec 23, 2025: $42.4MOct 18, 2026
Monthly downloads
6.0M ↑ 16.6% in 90 days
Dec 23, 2025: 4.5MOct 18, 2026
Daily estimates from AppKittie, 300 days ending Oct 18, 2026. Revenue changed +6% and downloads +33% over the period. Meta ads live went from 0 to 320 between Aug 25, 2026 and Oct 17, 2026.
Duolingo Meta ads: 323 active, longest running 146 days
Top 13 by days live out of 721 found (12 video and 1 image creatives). Tap any one to open the original in the Meta Ad Library.
#1146 days liveGoogle PlayAd copy“Duolingo se siente como un juego y te ayuda a permanecer motivado”Why it worksDuolingo feels like a game and keeps you motivated, in Spanish, linking to Google Play; 146 days live.
#2146 days liveGoogle PlayAd copy“Duolingo se siente como un juego y te ayuda a permanecer motivado.”Why it worksSame motivation line with a period added, a second video on the identical copy; 146 days.
#3146 days liveGoogle PlayAd copy“Duolingo, la app para aprender idiomas más popular del mundo.”Why it worksCalls Duolingo the most popular language app in the world, in Spanish; also 146 days live.
10 more Meta ads are locked
Unlock freeAds from the Meta Ad Library via AppKittie, snapshot Oct 16, 2026. Store data from the App Store.
Three Annual Tiers, Gem Packs and One Spanish Ad Line
Duolingo is a gamified language learning app from Duolingo, Inc, with short lessons in over 40 languages plus math, music and chess. As of Oct 2026 it makes an estimated $54M a month from 6M downloads, 534.7x the Education median revenue on 134.8x the median downloads. The oddest part of the playbook is the ad calendar: all 13 top Meta ads have run exactly 146 days, 12 of them video, and every one links to Google Play with Spanish copy.
Key takeaways
- Super Duolingo is listed at $9.99 and $12.99 a month and $83.99, $95.99 and $119.99 a year, a 1.4x annual spread. The cheapest annual equals 70% of 12 months at the lowest monthly price.
- 323 active Meta ads, 5.0x the Education median of 65, but only 16 Apple Search Ads creatives. All 13 top ads have run 146 days and all 13 link to Google Play.
- The 13 top ads use just 4 copy lines, all in Spanish. Its most repeated, that Duolingo feels like a game and keeps you motivated, appears 5 times; 12 of 13 are video.
- Downloads grew 33.0% over 300 days, from 4.5M to 6.0M a month, and 16.6% in the last 90 days. Estimated revenue rose 6.2% over the period, from $42.4M to $45.0M.
- Meta Ad Library spend estimates come to $41K lifetime, reaching 2.4M people, with a modeled 70.6% of spend in the United States and 26.0% in Germany. The audience is 54.2% female and 27.9% aged 25-34.
Full teardown
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Where Duolingo spends on Meta
Audience and spend estimates built on Meta Ad Library data (reported for ads shown in the EU, with other countries modeled), lifetime of the ads found. The biggest audience is 25-34, taking 27.9% of spend.
Est. spend
$41K
Reach
2.4M
Avg. CPM
$16.65
Ads delivered
780
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 1.3M | $28,659 | 70.6% |
| Germany | 983.4K | $10,562 | 26.0% |
| United Kingdom | 90.0K | $1,193 | 2.94% |
| Ireland | 14.9K | $156.54 | 0.39% |
| Spain | 2 | $0.02 | 0.00% |
Rows marked est. are modeled by AppKittie from Ad Library coverage, not reported by Meta.
What Duolingo does differently
Annual at 70% of monthly, in three tiers
70%
cheapest annual as share of 12 monthly payments
One launch date, thirteen ads, four lines
146 days
every top ad has run the same length
Downloads outrun revenue
33.0%
download growth over 300 days versus 6.2% revenue
The measurement gap
13 of 13
top ads in Spanish, all pointing to Google Play
1. Annual at 70% of monthly, in three tiers
Super Duolingo comes in two monthly prices, $9.99 and $12.99, and three annual prices, $83.99, $95.99 and $119.99. The spread between the cheapest and dearest annual is 1.4x, and the cheapest annual works out to 70% of 12 months at the lowest monthly price. That is a moderate discount, enough to nudge a committed learner to commit for a year without giving the plan away. Around the subscription sits a second ladder of gem packs from $0.99 to $19.99, Barrel, Cart and Chest of Gems, so free users can spend without subscribing. Education apps have a median annual price of $69.99, and Duolingo prices above it on every tier while holding a 4.7 rating across 5.5M ratings. Five subscription prices plus gem packs let Duolingo charge the committed learner and the casual gem buyer from the same listing.
2. One launch date, thirteen ads, four lines
All 13 of Duolingo's longest running Meta ads went live on the same day and have run 146 days, so none of them is the longest runner; the campaign is. Four copy lines cover the set. Five repeat the claim that Duolingo feels like a game and keeps you motivated, several more call it the most popular language app in the world, and one image ad pitches free learning with the top language app. Every ad is in Spanish and every one links to Google Play, even from the iOS listing, which points to a Spanish-speaking Android market as the target. 12 of 13 are video. Alongside sit 323 active Meta ads in total, 5.0x the Education median of 65, but just 16 Apple Search Ads creatives. The top of Duolingo's library reads as one Spanish-language Android push, not a global brand campaign.
3. Downloads outrun revenue
Over 300 days to Oct 18, 2026, Duolingo's estimated monthly downloads climbed from 4.5M to 6.0M, a 33.0% gain, with 16.6% of that in the last 90 days. Estimated revenue over the same window moved from $42.4M to $45.0M, up 6.2%, and the latest 30 days show -15.1% after a $53.6M peak on Oct 15. Installs are compounding faster than money. One reason is where the new users come from: the top ads are Spanish and send traffic to Google Play, markets and a platform that pay less per user than the US App Store. Estimated lifetime Meta spend, $41K, skews 70.6% to the United States and 26.0% to Germany, far from the Spanish-language ads. For a smaller app, watch revenue per download, here $9.0, whenever installs jump in a new region.
4. The measurement gap
Duolingo's top Meta ads are Spanish videos linking to Google Play, while 70.6% of its estimated Meta spend lands in the United States and the three annual plans run $83.99 to $119.99. Downloads grew 33.0% in 300 days and revenue 6.2%. The question is which market and which plan turns a new learner into a paying Super Duolingo subscriber, rather than a streak that ends free.
How much does Duolingo cost?
10 in-app purchases, 8 distinct prices, annual plans from $83.99 to $119.99. Prices as listed on the US App Store, Oct 16, 2026.
| Monthly | $9.99 · $12.99 |
|---|---|
| Annual | $83.99 · $95.99 · $119.99 |
| Other | $0.99 · $4.99 · $9.99 · $19.99 |
Duolingo vs the Education median
| Duolingo | Median | |
|---|---|---|
| Est. monthly revenue | $54M | $101K |
| Downloads / month | 6M | 44K |
| Meta ads running | 323 | 65 |
| Rating | 4.7 | 4.7 |
| Lowest annual price | $83.99 | $69.99 |
Median of 86 Education apps with active Meta ads in our set. See the Education hub ›
What Duolingo users say about paying
Of 200 reviews from Oct 15 to 16, 2026, 25, or 12.5%, mention price, trial or subscription, and 18 of those are negative. Most complaints target the energy system and notifications rather than the price itself; the sample averages 3.65.
Latest 200 US reviews, Oct 15, 2026 to Oct 16, 2026
Mention price, trial or subscription
12%25 of 200 reviews, 18 of them 1 or 2 stars
First of all, stop asking for my contacts so you can sell more data about me. I know you will say it is so I can play with friends but your privacy policy tells…
Jeeeeez what’s with these notifications??!! Please just one before my streak ends is more than enough. Absolutely no reason to notify me at 8 in the morning!! A…
How to measure a playbook like Duolingo's
Duolingo runs 323 Meta ads and 16 Apple Search Ads creatives, with its top 13 all in Spanish and pointing to Google Play, so measuring it means tying each market to Super Duolingo conversions.
- 01
Connect RevenueCat to see revenue by channel
Every purchase and renewal joins the install it came from, so each channel shows real revenue, not only installs.
- 02
Compare markets, not only campaigns
With several price points, the same campaign earns different revenue per country. Break revenue down by country and channel together.
- 03
An annual buyer and a monthly buyer look the same at install. Retention by channel shows which source keeps paying.
Measure this on your own app with Airbridge Core
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How we built this teardown
- Revenue and downloads are third-party estimates from AppKittie, snapshot Oct 16, 2026. Store intelligence estimates for a single app can be off by 30% or more. Treat them as a range, not a figure from the developer. Daily revenue and download series cover 300 days ending Oct 18, 2026.
- Ads come from the public Meta Ad Library. "Days live" counts days since an ad first appeared. Spend and audience breakdowns start from Meta's EU transparency figures; country splits outside the EU are AppKittie models.
- Prices, ratings and ranks come from the App Store (US storefront) on the same date. Prices differ by country and by paywall offer. Review stats use the latest 200 US reviews from Apple's public review feed.
- Category medians are computed across 86 Education apps with active Meta ads in our set of 860 subscription apps.
- Written by Hyunjong Choi. Ads, prices and estimates are refreshed every 30 to 90 days. Updated Oct 19, 2026.
Top Education apps by estimated revenue
All 25 ›| # | App | Est. revenue / mo | Ads live |
|---|---|---|---|
| 1 | DuolingoDuolingo, Inc | $54M | 323 |
| 2 |  PictureThisGlority Global Group Ltd. | $6M | 4,400 |
| 3 |  Simply PianoSimply Ltd | $5M | 744 |
| 4 |  LingokidsMonkimun Inc | $3M | 107 |
| 5 |  SpeakSpeakeasy Labs, Inc | $3M | 86 |
Similar apps
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YousicianFrequently asked questions about Duolingo
How much does Duolingo make?
An estimated $54M a month as of Oct 2026, up 8.3% versus the previous period and 534.7x the Education median of $101K. These are AppKittie estimates, not figures reported by Duolingo, Inc.
How much does Duolingo cost?
Duolingo is free with ads. Super Duolingo is listed at $9.99 and $12.99 a month and $83.99, $95.99 or $119.99 a year, and gem packs run $0.99 to $19.99. 10 in-app purchases cover 8 distinct prices.
How many ads does Duolingo run?
323 active Meta ads out of 721 found, 5.0x the category median of 65, plus 16 Apple Search Ads creatives. All 13 top ads are in Spanish, have run 146 days and link to Google Play.
How fast is Duolingo growing?
Fast on installs. Downloads rose 33.0% over 300 days, from 4.5M to 6.0M a month. Versus the previous period, downloads are up 15.3%. Estimated revenue rose 6.2% over the same 300 days.
Where is Duolingo most popular?
Duolingo ranks #1 in the Education category in Austria, Australia, Belgium, Canada and Germany. Estimated lifetime Meta spend goes 70.6% to the United States and 26.0% to Germany.
Who makes Duolingo?
Duolingo, Inc develops it. The iOS app launched on Nov 13, 2012, making it 167 months old, and was last updated on Oct 12, 2026.
What is the cheapest way to pay for Duolingo?
The $83.99 annual plan, which equals 70% of 12 months at the $9.99 monthly price. The annual tiers span 1.4x from $83.99 to $119.99.
Try Airbridge Core free (no sales call)
The install is visible, the subscriber is not. Airbridge Core closes that gap: connect Meta, TikTok, Google and Apple Ads, add one tracking link per creator, plug in RevenueCat, Superwall or Adapty, and each campaign shows revenue instead of installs. The Core plan is $40 a month after 30 free days. Start your free trial.
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Go-to-market, Airbridge Core
Works on go-to-market for Airbridge Core, the self-serve attribution plan for subscription apps. Writes these teardowns from public App Store data, the Meta Ad Library and AppKittie estimates.
About Airbridge
Airbridge is a mobile measurement partner for Meta, Google, TikTok and Apple Ads, with native RevenueCat, Superwall and Adapty integrations. Subscription teams like NOICE cut measurement setup time by 75% after switching.