Greatest Hits: How Duolingo Used Psychology to Make Learning Addictive

Duolingo is one of the world’s most successful learning-based businesses. In 2023, it made nearly half a billion dollars in revenue (a 46% increase from the year prior) and had 16.3M daily active users.

Maybe its success isn’t surprising — there are lots of reasons to want to learn a new language:

Maybe you’re planning a trip abroad, you’d like to improve your job prospects, or you were inspired by a popular movie or show.

But here’s Duolingo’s big challenge:

It’s easy to be excited about starting a learning journey. But it’s much harder to stick with learning than most people think.

But Duolingo has been remarkably successful keeping people engaged with digital learning. They boast a daily active user retention rate of about 55%.

Why?

Because they use psychology and behavioral science to keep us learning.

Join me (Jen Clinehens) today as I unpack the psychology behind Duolingo's massive success.

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