Who killed Duolingo? An analysis of its rise, decline, and resilience

Who killed Duolingo? The phrase has become a headline in blogs and forums as the language-learning landscape evolves. Yet the reality isn’t murder; it’s a story about market dynamics, product choices, and shifting user expectations. Duolingo remains a major player in language learning, but it faces a tougher road than in its early, meteoric rise.

The ascent: how Duolingo changed learning

Duolingo popularized the idea that language learning could be bite-sized, gamified, and free at scale. The app used bright visuals, streaks, daily goals, and a clever reward loop to turn repetition into motivation. For millions, it lowered the barrier to starting a new language, offering a low-risk sandbox accessible from a phone any time. The business model relied on a large free user base subsidizing a smaller paying tier, a design that created powerful network effects. This period of rapid growth earned Duolingo a reputation for accessibility, fun, and habit formation, not just content quality.

Market shifts: new players and new expectations

Over time, the language-learning market became crowded. Tech-enabled competitors, new formats, and evolving learning science shifted what learners expect from a study app. Several forces started to erode the early advantages:

Intense competition: Other apps offered similar features, more targeted curricula, or better value propositions for specific languages and goals.
Rising user expectations: Learners began seeking more authentic conversation practice, cultural content, and longer-form materials beyond short drills.
Changes in monetization: The balance between free access and paid features grew more delicate as users questioned price points and the perceived fairness of ads and upgrades.
Content quality and coverage: Some languages received more frequent updates than others, and the pace of content expansion did not always match user demand.
Platform dynamics: updates to mobile platforms, data policies, and device fragmentation altered how users interact with the app daily.

Why people talk about ‘Who killed Duolingo’

In discussions about Who killed Duolingo, the focus is rarely on a single blockbuster failure. Instead, the conversation highlights a combination of factors that can stall growth, despite continued usage and positive sentiment. The brand remains strong, but visibility inside a crowded app marketplace requires constant adaptation. The question is less about a dramatic endpoint and more about how Duolingo evolves to stay relevant in a competitive ecosystem.

Monetization decisions and user sentiment

One recurring theme in the Who killed Duolingo debate is monetization. When a free-to-use platform leans more heavily on paid tiers or shows more advertisements, some users push back. This feedback matters because it can influence retention and word-of-mouth referrals, which in turn affect growth. Transparent value exchange—clear benefits for paying subscribers, reasonable ad experiences, and consistent updates—helps mitigate negative sentiment. In short, the question often becomes: can the business model scale in a way that feels fair to users while also supporting ongoing content creation?

Product choices and the learning journey

Another angle in Who killed Duolingo revolves around product strategy. Short, gamified drills remain compelling, but learners increasingly want a richer, more immersive journey. If the app concentrates on quick wins at the expense of long-form competency—conversation, listening to real voices, or reading longer texts—some users may drift toward platforms that offer those experiences. The challenge is to add depth without sacrificing the bite-sized, habit-forming mechanics that drew people in originally.

Duolingo’s current challenge is not existential. Rather, it is a call to broaden its appeal while preserving the core advantages that have driven its early success. Here are practical directions that align with both learner needs and the realities of a crowded market:

Enhance personalized learning: leverage AI-driven recommendations to tailor practice, balance skill gaps, and adjust difficulty in real time.

Expand authentic language experiences: incorporate more live conversations, real-world listening content, and culture-focused materials to complement grammar drills.

Strengthen community and social features: create spaces for learners to practice together, share progress, and celebrate milestones beyond a simple streak.

Rationalize monetization: offer flexible pricing, transparent usage caps, and meaningful upgrades that enable deeper practice without alienating casual users.

Invest in content breadth and quality: accelerate updates across all languages, with a focus on underrepresented language pairs and high-demand topics.

Partner with schools and workplaces: build scalable adoption paths that integrate with curricula, supporting teachers and learners with curated content.

By pursuing these strategies, Duolingo can shift the narrative away from a dramatic ‘murder’ scenario and toward steady renewal. The aim is to rewire the product around long-term retention, not just daily usage metrics, while keeping the signature light, accessible feel intact.

The question Who killed Duolingo doesn’t have a simple answer. Instead, it points to a dynamic interplay of product design, market competition, and changing learner expectations. Duolingo has already proven it can reinvent itself—often at scale—when the ground shifts. The next chapter will likely emphasize deeper learning outcomes, more languages and content, and a more nuanced approach to monetization. If the app can balance breadth with depth and maintain a human-centered learning experience, it will not only survive but continue to influence how millions approach language study.