Duolingo Struggles to Monetize Booming User Base in India Despite Soaring Popularity
Introduction:
Language learning app Duolingo is gaining momentum in India with millions of monthly active users, but converting that popularity into profit remains a significant challenge. According to cofounder and CEO Luis von Ahn, India now ranks as the company’s fifth-largest market by user volume. However, the number of paying subscribers in the country lags well behind the global average.
In an interview with The Economic Times, von Ahn revealed that while around 9% of Duolingo’s global users pay to remove ads and access premium features, the figure in India is “well under 1%.” This disparity reflects broader structural challenges in monetizing digital services in a price-sensitive market like India.
A Growing User Base Without the Revenue Bump
India has rapidly emerged as a key growth market for Duolingo, mirroring the country’s broader digital expansion. With affordable smartphones and low-cost data plans, internet penetration has surged, bringing millions of Indians online, particularly in smaller towns and rural regions.
As of early 2025, India is estimated to have over 900 million internet users, according to IAMAI-Kantar research. Many of these users are turning to platforms like Duolingo to learn English and other languages to enhance employability and academic opportunities.
Despite this surge in engagement, the freemium model — where core services are free and users can upgrade for more features — hasn’t translated into meaningful revenue. “People love using the app,” von Ahn said, “but they don’t feel the need to pay for it.”
Source: IAMAI-Kantar Report, Economic Times
Why Indian Users Hesitate to Pay
The reluctance to pay for digital subscriptions is not unique to Duolingo. Across the Indian app ecosystem, consumer resistance to premium pricing is common. Local users often seek free alternatives, rely on ad-supported versions, or share subscriptions.
“Monetization in India is a long game,” said Ankur Bisen, Senior Partner at Technopak Advisors, a consultancy tracking consumer markets. “You need massive scale, hyper-localized value propositions, and pricing structures that make sense to the Indian middle class.”
In India, monthly subscriptions starting at ₹349 (approximately $4.20) for Duolingo Plus may appear modest by global standards but are considered expensive by a significant portion of users. Additionally, cultural attitudes toward paying for digital education remain conservative, with many favoring free resources or one-time purchases.
Competition and Content Localization
Another hurdle for Duolingo is increasing competition from both global and local players. Platforms like BYJU’S-owned WhiteHat Jr., Google’s Read Along, and regional startups are actively building India-specific education products, often with stronger local language support.
While Duolingo has made efforts to localize content — including offering lessons in Hindi and incorporating culturally relevant phrases — it still faces a perception of being more suitable for international users than Indian learners with specific vernacular needs.
Moreover, English learning apps tailored for Tier 2 and Tier 3 cities, such as Enguru and Hello English, often price their offerings lower or use gamified monetization techniques that appeal more directly to Indian users.
Can Duolingo Crack the India Code?
To address these challenges, Duolingo may need to rethink its pricing and strategy for India. This could include developing India-specific tiers, bundling educational offerings, or partnering with telecom providers or edtech companies for wider distribution.
The company is not alone in grappling with India’s monetization paradox. Spotify, Netflix, and YouTube have all introduced India-specific pricing models after initial struggles with conversion rates. For example, Netflix’s mobile-only plan priced at ₹149/month (around $1.80) helped boost its subscriber numbers after years of slow growth.
Experts say that a similar localized approach could help Duolingo unlock revenue in India without compromising user growth. “Localization isn’t just about language — it’s about aligning with economic realities and user expectations,” Bisen added.
What This Means for the Global Edtech Landscape
India’s digital education market is projected to reach $10 billion by 2026, according to a report by RedSeer Consulting. For global platforms like Duolingo, sustained investment in India offers long-term promise, but not without strategic adaptation.
As Duolingo continues its global expansion — including a move into music and math learning — its India story will be closely watched as a test case for monetizing in emerging markets.
The outcome could influence how other global edtech firms approach similar high-volume, low-ARPU (average revenue per user) markets in Africa, Southeast Asia, and Latin America.
Conclusion:
Duolingo’s popularity in India underscores the country’s growing appetite for digital learning tools, especially those that offer flexibility and fun. But as the company’s struggles with monetization reveal, scale doesn’t always equate to revenue in price-sensitive markets. For Duolingo to succeed in India beyond user growth, it will need to tailor its business model, deepen localization, and perhaps rethink what “premium” really means in one of the world’s most complex digital economies.
Last Updated on: Monday, May 5, 2025 11:50 pm by Pusha Kumari | Published by: Pusha Kumari on Monday, May 5, 2025 11:50 pm | News Categories: News
About Us: Business Saga (businesssaga.in) covers a wide range of topics, including India news, business updates, startup insights, technology trends, sports, entertainment, lifestyle, automobiles, and more, led by Editor-in-Chief Ankur Srivastava. Stay connected on Website, Facebook, Instagram, LinkedIn, X (formerly Twitter), Google News, and Whatsapp Channel.
Disclaimer: At Business Saga, we are committed to providing accurate, reliable, and thoroughly verified information, sourced from trusted media outlets. For more details, please visit our About, Disclaimer, Terms & Conditions, and Privacy Policy. If you have any questions, feedback, or concerns, feel free to contact us through email.
Contact Us: sagaiptwo@gmail.com
About The Author
