Q] What is Duolingo’s business model and user acquisition strategy?
Duolingo is a language learning app with various subscription plans, generating 80% of our revenue from subscriptions and 20% from advertising. User acquisition varies by region, with word of mouth being a major channel. Social media also plays a key role, with thoughtfully crafted campaigns designed to go viral. We also work with influencers in India and engage in performance marketing globally.
Q] Is social media also your preferred marketing channel? Could you give us an idea of your marketing mix and spends?
I would say social media and influencers are our go-to in India. Social media tops our marketing mix, especially because about 80% of our learners in India are under 30 and primarily consume content on platforms like Instagram and YouTube. A social-first approach is crucial as Gen Z isn’t engaging with traditional media like Print, TV, or Radio. It also allows us to maintain Duolingo’s fun, quirky, and unhinged tone, which resonates well with our users.
Q] Do you plan to move to traditional media like TV and Billboards or are you satisfied with social media?
We’ve used traditional media in the past when launching our Bengali-to-English course. However, measurability is crucial for a social-first brand like ours, and it’s hard to gauge the effectiveness of hoardings or radio ads. With our younger audience primarily on mobile phones, our strategy has shifted to being digital and social-first. While we may still use traditional media occasionally, it is not a priority.
Q] So, you are present in four Indian languages. Which are the most popular and which other Indian languages do you plan to include this year?
We currently offer courses in three Indian languages: Hindi, Bengali, and Telugu. Telugu was launched last year, and we plan to introduce Tamil by the end of 2024. By the end of 2024, we are aiming to launch four languages. Our most popular course is learning English from Hindi, but learning Hindi from English is also highly popular.
Q] Recently Duolingo had to let go of some of its workforce in content creation due to AI. So, do you think that this will continue in the future?
AI enhances content creation by augmenting not replacing human expertise. We use AI to accelerate content production, scale courses, automate tasks, and allow human experts to focus on creative and strategic work. Recent operational adjustments aim to optimize efficiency, not just due to AI, but as part of our constant evolution for improvement.
Q] What is Duolingo’s target audience in India?
The country has two cohorts, ‘India’ and ‘Bharat.’ ‘India’ represents the vocal minority, those that are Western in media consumption, preferring English newspapers and movies. ‘Bharat’ is the larger group consuming media in vernacular languages, for whom English is challenging.
For the ‘India’ cohort, the focus is on learning foreign languages, and ‘Bharat’ on the other hand focuses on learning English. Duolingo’s courses cater to both groups.
Q] Where does India stand as a market globally, for Duolingo? What kind of growth have you seen over the past year?
India is a crucial market for Duolingo, with a significant focus on English learners. As the second-largest English speaking country, Indians perhaps constitute the highest number of English learners on the platform. It is also one of Duolingo’s fastest-growing markets with a vast number of people aspiring to learn English for better opportunities.
Q] Would you say Duolingo has the first-mover advantage in India? Who is the biggest competition for you?
Learning in India can be a very traumatic experience for Indians, because the way schooling set up is done, the way formalized education is, and what sets Duolingo apart is the fact that Iearning is fun. This mix of gamified learning ensures that users often feel like they are playing a game, focusing on streaks and leaderboards, with learning as a byproduct. Our mission is to make education affordable and accessible to everyone with a mobile phone.
