Duolingo: Difference between revisions
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''' | '''{{Wplink|Duolingo}}''' is a publicly owned, American language-learning website founded in 2011 by Luis von Ahn and Severin Hacker.<ref>{{Cite web|url=https://press.duolingo.com/#about|title=Our Mission|work=Duolingo Press Room|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250319203900/https://press.duolingo.com/#about|archive-date=2025-03-19|url-status=live}}</ref> On July 28, 2021, the company began trading on the Nasdaq Global Select Market.<ref>{{Cite web|url=https://investors.duolingo.com/news-releases/news-release-details/duolingo-announces-pricing-initial-public-offering|title=Duolingo Announces Pricing of Initial Public Offering|date=2021-07-27|work=Duolingo Press Room|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250124122817/https://investors.duolingo.com/news-releases/news-release-details/duolingo-announces-pricing-initial-public-offering|archive-date=2025-01-24|url-status=live}}</ref> As of Q3 2024, the app has over 37 million daily active users and 8.6 million paid subscribers, with a net income of $23.4 million.<ref>{{Cite web|url=https://investors.duolingo.com/financials|title=Financials|work=Duolingo Press Room|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250124101114/https://investors.duolingo.com/financials|archive-date=2025-01-24|url-status=live}}</ref> | ||
==Consumer impact summary== | |||
==Consumer | ===Freedom=== | ||
Users can delete their Duolingo account through the app settings and request their account data through the "[https://drive-thru.duolingo.com/ Duolingo Data Vault]". Users can also allow or deny the collection of optional information through the settings, such as location and anonymous speech data. | Users can delete their Duolingo account through the app settings and request their account data through the "[https://drive-thru.duolingo.com/ Duolingo Data Vault]". Users can also allow or deny the collection of optional information through the settings, such as location and anonymous speech data. | ||
===Privacy=== | |||
According to the privacy policy, if a Duolingo Max user utilizes artificial-intelligence (AI) features, a copy of their text or audio data will be shared with vendors such as [[OpenAI]].<ref>{{Cite web|url=https://www.duolingo.com/privacy|title=Privacy Policy|work=Duolingo|date=2024-09-11|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250124094802/https://www.duolingo.com/privacy|archive-date=2025-01-24|url-status=live}}</ref> This is also similar for non-AI features, as Duolingo "may also collect and analyze your speech to help [it] understand the effectiveness of [its] lessons and to improve the product", though the data | According to the privacy policy, if a Duolingo Max user utilizes artificial-intelligence (AI) features, a copy of their text or audio data will be shared with vendors such as [[OpenAI]].<ref>{{Cite web|url=https://www.duolingo.com/privacy|title=Privacy Policy|work=Duolingo|date=2024-09-11|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250124094802/https://www.duolingo.com/privacy|archive-date=2025-01-24|url-status=live}}</ref> This is also similar for non-AI features, as Duolingo "may also collect and analyze your speech to help [it] understand the effectiveness of [its] lessons and to improve the product", though the data is anonymized. | ||
It is also mentioned that when completing a lesson, a video of a user's lesson "will be logged by a service called FullStory". This service records usage patterns, device specs, and learning activity, and is only disabled by default for child users. Opting out requires going to FullStory's website. | It is also mentioned that when completing a lesson, a video of a user's lesson "will be logged by a service called FullStory". This service records usage patterns, device specs, and learning activity, and is only disabled by default for child users. Opting out requires going to FullStory's website. | ||
The policy states the app works with third-party advertising networks to personalize advertising, such as with [[Google]], [[Meta]], [[OAuth]], and [[Unity]]. Personalized advertising can be disabled in the app's settings. | The policy states the app works with third-party advertising networks to [[Personalized ads|personalize advertising]], such as with [[Google]], [[Meta]], [[OAuth]], and [[Unity Engine runtime fee|Unity]]. Personalized advertising can be disabled in the app's settings. | ||
The Exodus Privacy project lists as many as 13 tracking, advertising and analytics service libraries being present in the Android version of the app.<ref>{{Cite web|url=https://reports.exodus-privacy.eu.org/de/reports/com.duolingo/latest/|title=Report for com.duolingo 6.22.3|work=exodus|date=2025-03-25|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250326193207/https://reports.exodus-privacy.eu.org/de/reports/com.duolingo/latest/|archive-date=2025-03-26|url-status=live}}</ref> The app does not work for more than about one lesson without internet access, hence turning off internet access is not an option to prevent data exfiltration. The [https://trackercontrol.org/ F-Droid version of Tracker Control] can help with blocking some of the traffic to these services without impacting the functionality of the app. | The Exodus Privacy project lists as many as 13 tracking, advertising and analytics service libraries being present in the Android version of the app.<ref>{{Cite web|url=https://reports.exodus-privacy.eu.org/de/reports/com.duolingo/latest/|title=Report for com.duolingo 6.22.3|work=exodus|date=2025-03-25|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250326193207/https://reports.exodus-privacy.eu.org/de/reports/com.duolingo/latest/|archive-date=2025-03-26|url-status=live}}</ref> The app does not work for more than about one lesson without internet access, hence turning off internet access is not an option to prevent data exfiltration. The [https://trackercontrol.org/ F-Droid version of Tracker Control] can help with blocking some of the traffic to these services without impacting the functionality of the app. | ||
===Business model=== | |||
Duolingo relies on in-app advertising and paid memberships for revenue. The company also sells merchandise on their website. | Duolingo relies on in-app advertising and paid memberships for revenue. The company also sells merchandise on their website. | ||
===Market control=== | |||
Duolingo is the most popular language-learning application, having 60% market control as of 2025.<ref>{{Cite web|url=https://www.businessofapps.com/data/language-learning-app-market/|title=Language Learning App Revenue and Usage Statistics (2025)|first=David|last=Curry|date=2025-02-27|work=Business of Apps|access-date=2025-03-15|archive-url=https://web.archive.org/web/20250112232036/https://www.businessofapps.com/data/language-learning-app-market/|archive-date=2025-01-12|url-status=live}}</ref> | Duolingo is the most popular language-learning application, having 60% market control as of 2025.<ref>{{Cite web|url=https://www.businessofapps.com/data/language-learning-app-market/|title=Language Learning App Revenue and Usage Statistics (2025)|first=David|last=Curry|date=2025-02-27|work=Business of Apps|access-date=2025-03-15|archive-url=https://web.archive.org/web/20250112232036/https://www.businessofapps.com/data/language-learning-app-market/|archive-date=2025-01-12|url-status=live}}</ref> | ||
==Incidents== | ==Incidents== | ||
===Data breach (2023)=== | This is a list of all consumer-protection incidents this company is involved in. Any incidents not mentioned here can be found in the [[:Category:{{FULLPAGENAME}}|{{PAGENAME}} category]]. | ||
===Data breach (''2023'')=== | |||
In January 2023, the data of 2.6 million users were posted to an online hacking forum for $1,500.<ref>{{Cite web|url=https://www.bleepingcomputer.com/news/security/scraped-data-of-26-million-duolingo-users-released-on-hacking-forum/|title=Scraped data of 2.6 million Duolingo users released on hacking forum|first=Lawrence|last=Abrams|work=Bleeping Computer|date=2023-08-22|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250309233352/https://www.bleepingcomputer.com/news/security/scraped-data-of-26-million-duolingo-users-released-on-hacking-forum/|archive-date=2025-03-09|url-status=live}}</ref> The data were scraped from a vulnerable API, with email addresses, usernames, languages spoken, and real names being included.<ref>{{Cite web|url=https://haveibeenpwned.com/PwnedWebsites#Duolingo|title=Pwned websites|work=haveibeenpwned.com|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250309182649/https://haveibeenpwned.com/PwnedWebsites#Duolingo|archive-date=2025-03-09|url-status=live}}</ref> A spokesperson for Duolingo stressed that "these records were obtained by data-scraping public profile information" and "no data breach or hack has occurred".<ref>{{Cite web|url=https://therecord.media/duolingo-investigating-dark-web-post-offering-data-from-2-6-million-accounts|title=DuoLingo investigating dark web post offering data from 2.6 million accounts|first=Jonathan|last=Greig|date=2023-01-23|work=The Record.|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250307194542/https://therecord.media/duolingo-investigating-dark-web-post-offering-data-from-2-6-million-accounts|archive-date=2025-03-07|url-status=live}}</ref> | In January 2023, the data of 2.6 million users were posted to an online hacking forum for $1,500.<ref>{{Cite web|url=https://www.bleepingcomputer.com/news/security/scraped-data-of-26-million-duolingo-users-released-on-hacking-forum/|title=Scraped data of 2.6 million Duolingo users released on hacking forum|first=Lawrence|last=Abrams|work=Bleeping Computer|date=2023-08-22|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250309233352/https://www.bleepingcomputer.com/news/security/scraped-data-of-26-million-duolingo-users-released-on-hacking-forum/|archive-date=2025-03-09|url-status=live}}</ref> The data were scraped from a vulnerable API, with email addresses, usernames, languages spoken, and real names being included.<ref>{{Cite web|url=https://haveibeenpwned.com/PwnedWebsites#Duolingo|title=Pwned websites|work=haveibeenpwned.com|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250309182649/https://haveibeenpwned.com/PwnedWebsites#Duolingo|archive-date=2025-03-09|url-status=live}}</ref> A spokesperson for Duolingo stressed that "these records were obtained by data-scraping public profile information" and "no data breach or hack has occurred".<ref>{{Cite web|url=https://therecord.media/duolingo-investigating-dark-web-post-offering-data-from-2-6-million-accounts|title=DuoLingo investigating dark web post offering data from 2.6 million accounts|first=Jonathan|last=Greig|date=2023-01-23|work=The Record.|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250307194542/https://therecord.media/duolingo-investigating-dark-web-post-offering-data-from-2-6-million-accounts|archive-date=2025-03-07|url-status=live}}</ref> | ||
===Paywalled content (2023)=== | ===Paywalled content (''2023'')=== | ||
On March 14, 2023, a new subscription service was released called "Duolingo Max", that promised highly personalized language learning with [[ChatGPT]]-4 integration.<ref>{{Cite web|url=https://blog.duolingo.com/duolingo-max/|title=Duolingo Max Uses OpenAI's GPT-4 For New Learning Features|author=Duolingo Team|date=2023-03-14|work=Duolingo Blog|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250304001440/https://blog.duolingo.com/duolingo-max/|archive-date=2025-03-04|url-status=live}}</ref> In September 2024, a new feature was added to the subscription that allowed users to interact with a character named Lily.<ref>{{Cite web|url=https://blog.duolingo.com/video-call/|title=Duolingo's Video Call Offers Realistic Conversation Practice|author=Duolingo Team|date=2024-09-24|access-date=2025-03-26|work=Duolingo Blog|archive-url=https://web.archive.org/web/20250306000114/https://blog.duolingo.com/video-call/|archive-date=2025-03-06|url-status=live}}</ref> This subscription feature would show on the "learning path"<ref>{{Cite web|url=https://blog.duolingo.com/new-duolingo-home-screen-design/|title=The Science Behind Duolingo's Home Screen Redesign|first1=Holly|last1=Munson|first2=Anton|last2=Yu|first3=Ananya|last3=Rajgarhia|first4=Aj|last4=Noh|work=Duolingo Blog|date=2022-05-06|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250302080539/https://blog.duolingo.com/new-duolingo-home-screen-design/|archive-date=2025-03-02|url-status=live}}</ref> for all users, regardless of their subscription status. | On March 14, 2023, a new subscription service was released called "Duolingo Max", that promised highly personalized language learning with [[ChatGPT]]-4 integration.<ref>{{Cite web|url=https://blog.duolingo.com/duolingo-max/|title=Duolingo Max Uses OpenAI's GPT-4 For New Learning Features|author=Duolingo Team|date=2023-03-14|work=Duolingo Blog|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250304001440/https://blog.duolingo.com/duolingo-max/|archive-date=2025-03-04|url-status=live}}</ref> In September 2024, a new feature was added to the subscription that allowed users to interact with a character named Lily.<ref>{{Cite web|url=https://blog.duolingo.com/video-call/|title=Duolingo's Video Call Offers Realistic Conversation Practice|author=Duolingo Team|date=2024-09-24|access-date=2025-03-26|work=Duolingo Blog|archive-url=https://web.archive.org/web/20250306000114/https://blog.duolingo.com/video-call/|archive-date=2025-03-06|url-status=live}}</ref> This subscription feature would show on the "learning path"<ref>{{Cite web|url=https://blog.duolingo.com/new-duolingo-home-screen-design/|title=The Science Behind Duolingo's Home Screen Redesign|first1=Holly|last1=Munson|first2=Anton|last2=Yu|first3=Ananya|last3=Rajgarhia|first4=Aj|last4=Noh|work=Duolingo Blog|date=2022-05-06|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250302080539/https://blog.duolingo.com/new-duolingo-home-screen-design/|archive-date=2025-03-02|url-status=live}}</ref> for all users, regardless of their subscription status. | ||
On September 3, 2024, users alleged they could not make a lesson have "legendary" status unless they paid for the "Duolingo Max" subscription to access the video-call lessons.<ref>{{Cite web|url=https://www.reddit.com/r/duolingo/comments/1f7wlul/how_am_i_supposed_to_legendary/|title=How am I supposed to legendary?|author=u/ChasingKilts|date=2024-09-03|work=Reddit|access-date=2025-03-27|archive-url=https://archive. | On September 3, 2024, users alleged they could not make a lesson have "legendary" status unless they paid for the "Duolingo Max" subscription to access the video-call lessons.<ref>{{Cite web|url=https://www.reddit.com/r/duolingo/comments/1f7wlul/how_am_i_supposed_to_legendary/|title=How am I supposed to legendary?|author=u/ChasingKilts|date=2024-09-03|work=Reddit|access-date=2025-03-27|archive-url=https://web.archive.org/web/20260222215616/https://old.reddit.com/r/duolingo/comments/1f7wlul/how_am_i_supposed_to_legendary/|archive-date=22 Feb 2026|url-status=live}}</ref> At the time, the subscription was $30 per month and to get a legendary status for a lesson, each attempt would be 100 gems for free users<ref>{{Cite web |author=u/Bluerious518 |date=2024-09-03 |title=Bluerious518 comments on How am I supposed to legendary? |url=https://www.reddit.com/r/duolingo/comments/1f7wlul/comment/llbedvt/ |url-status=live |archive-url=https://web.archive.org/web/20260406045620/https://old.reddit.com/r/duolingo/comments/1f7wlul/how_am_i_supposed_to_legendary/llbedvt/ |archive-date=2026-04-06 |access-date=2025-03-27 |work=Reddit}}</ref> (not including Super Duolingo users).<ref>{{Cite web|url=https://blog.duolingo.com/super-duolingo-launch/|title=Super Duolingo Is Duolingo's New Premium Product|first=Jay|last=Fanelli|work=Duolingo Blog|date=2022-06-08|access-date=2025-03-26|archive-url=https://web.archive.org/web/20250124090707/https://blog.duolingo.com/super-duolingo-launch/|archive-date=2025-01-24|url-status=live}}</ref> Some users were able to fix the behavior, though the "go to legendary" button would still not bring users to a skipped or new level.<ref>{{Cite web |author=u/haa888 |date=2025-01-13 |title=haa888 comments on How am I supposed to legendary? |url=https://www.reddit.com/r/duolingo/comments/1f7wlul/how_am_i_supposed_to_legendary/m6uspad/ |url-status=live |archive-url=https://web.archive.org/web/20260414070845/https://old.reddit.com/r/duolingo/comments/1f7wlul/how_am_i_supposed_to_legendary/m6uspad/ |archive-date=2026-04-14 |access-date=2025-03-27 |work=Reddit}}</ref> | ||
====Implications==== | ====Implications==== | ||
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===Pay-to-win pattern=== | ===Pay-to-win pattern=== | ||
Recently, some of the timed learning games inside the app are impossible to complete in the time allowed, even for a native speaker of the language. In order to win, the user needs to pay for a subscription to buy more time. This also means that the learning high scores can essentially be bought. | Recently, some of the timed learning games inside the app are impossible to complete in the time allowed, even for a native speaker of the language.{{Cite}} In order to win, the user needs to pay for a subscription to buy more time. This also means that the learning high scores can essentially be bought. | ||
===Abusing iPhone Dynamic Island Feature for advertising (''2026'')=== | |||
Ignoring Apple's app store guidelines, the company used the Dynamic Island feature, an area of the iOS screen reserved for notifying users of progress of background processes, to push a sales promotion with a countdown via its iPhone app.<ref>{{Cite web |last=Schwan |first=Ben |date=2026-01-05 |title=Duolingo is putting ads in Apple's Dynamic Island – even though it's not allowed |url=https://www.heise.de/en/news/Duolingo-is-putting-ads-in-Apple-s-Dynamic-Island-even-though-it-s-not-allowed-11128917.html |access-date=2026-01-05 |website=Heise Online |archive-url=http://web.archive.org/web/20260106005825/https://www.heise.de/en/news/Duolingo-is-putting-ads-in-Apple-s-Dynamic-Island-even-though-it-s-not-allowed-11128917.html |archive-date=6 Jan 2026}}</ref> | |||
==Products== | ==Products== | ||
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==References== | ==References== | ||
{{Reflist}} | |||
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[[Category:{{PAGENAME}}]] | |||
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