Duolingo bookings by cohort 2020

In 2020, the number of Duolingo users who joined the platform that year and booked a subscription for its premium services corresponded to 53 percent of the total paid subscribers, while 47 percent of paid subscriptions came from users who had joined Duolingo in the previous years. Between 2018 and the end of 2020, the share of first-time paid subscribers who joined the platform as users in previous years has experienced a constant increase, showing that the platform has a high stickiness level.

Share of Duolingo users worldwide who became first-time paid subscribers from 2018 to 2020, by cohort

Characteristic	Current year cohort	Cohorts from all prior years
2018	54%	46%
2019	59%	41%
2020	53%	47%

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Release date

June 2021

More information

Region

Worldwide

Survey time period

2018 to 2020

Supplementary notes

According to the source:"Paid subscribers are defined as users who pay for access to Duolingo Plus and had an active subscription as of the end of the measurement period. Each unique user account is treated as a single paid subscriber regardless of whether such user purchases multiple subscriptions, and the count of paid subscribers does not include users who are currently on a free trial."

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