The green owl isn’t just teaching languages anymore — it’s selling ad space. In October 2025, Duolingo launched its own Ads platform, turning 133 million monthly learners into one of the most character-driven advertising audiences on the internet.
If you’re a brand wondering how to advertise on Duolingo, or a learner wondering why Duo suddenly started pitching products between lessons, this guide covers everything: the ad formats, the audience stats, the performance numbers, and exactly how advertisers can buy in.
What Is the Duolingo Ads Platform?
For years Duolingo monetized its free users through third-party ad networks like Google AdMob — ads were under 7% of its $748 million 2024 revenue. The Ads platform changes that: Duolingo now sells ad inventory directly to brands, with creative built around its characters (Duo, Lily, Zari and friends).
The pitch, per head of ad sales Andrew Guendjoian: “Give your ad campaigns more character.” Alpha partners testing since May 2025 included Marriott Bonvoy, Intrepid Travel, Universal Pictures and Adobe — and all six launch partners renewed.
Duolingo’s Ad Audience: Key Stats
| Metric | Figure (official) |
|---|---|
| Monthly active users | 133 million |
| Ad-supported user base | 90% of users |
| Logged-in audience | 100% (first-party data targeting) |
| Under 35 | 77% of users |
| Learning hours per day | 11.9 million |
| Position | #1 learning app globally |
The 3 Official Ad Formats
| Format | How it works | Best for |
|---|---|---|
| Sponsored characters | Custom ads built from your brief, starring Duolingo characters | Brand storytelling, mascots meeting mascots |
| Character intros | A Duolingo character introduces your brand’s own video (“we’ll write it for you”) | Reusing existing TV/online video assets |
| Full-screen video | Standard full-screen video units in the lesson flow | Reach + frequency campaigns |
New in 2026: Pre-Lesson Energy Sponsorship
In June 2026 Duolingo added a fourth, rewarded format: the Pre-Lesson Energy Sponsorship. A free user watches a forced-view 30-second opt-in video before their first daily lesson — and completing it unlocks 30 minutes of unlimited Energy.
Performance Numbers
| Metric | Duolingo’s figure |
|---|---|
| Click-through rate | 3.3% (official page); 5%+ in 2026 partner campaigns |
| Video completion | 95%+ |
| Viewability | 100% in-view (IAB standard) |
For context, EMARKETER reported in June 2026 that Duolingo’s completion rates run roughly 50% higher than typical campaign averages — the character-driven creative appears to genuinely hold attention.
How Brands Can Advertise on Duolingo
- Go to ads.duolingo.com and fill the “Advertise with us” form (a Google Form — there is no self-serve signup).
- Choose your buying route: managed service (Duolingo’s team runs it), agency deals, or programmatic guaranteed via Google Ad Manager.
- Creative: supply a brief for character-led creative, or bring existing video assets for character intros / full-screen video.
- Targeting: the 100% logged-in base enables first-party targeting (age, learning language, engagement level) — discuss options with the sales team.
Duolingo Ads vs Other Mobile Ad Platforms
| Platform | Buying | Creative edge | Audience |
|---|---|---|---|
| Duolingo Ads | Managed / programmatic guaranteed | Beloved characters, 95%+ completion | 133M learners, 77% under 35 |
| Unity Ads | Self-serve available | Rewarded video at scale | Mobile gamers |
| AppLovin | Self-serve available | Performance optimization | Mobile gamers |
FAQs
When did the Duolingo Ads platform launch?
It launched at Advertising Week New York in October 2025, after an alpha phase with six brand partners starting May 2025.
How much does it cost to advertise on Duolingo?
Duolingo has not published pricing or minimum spend. Buying happens through their sales team (managed service) or programmatic guaranteed — contact them via ads.duolingo.com.
Can small businesses run ads on Duolingo?
There’s no self-serve option, so it’s currently geared toward brands and agencies that can work through a sales process. That may change as the platform matures.
Why am I seeing character ads in my lessons?
Free Duolingo is ad-supported, and the Ads platform lets brands appear as Duo, Lily and other characters. Watching them is optional in most placements — rewarded ads can refill your Energy.
What is the Pre-Lesson Energy Sponsorship?
A June 2026 rewarded format: watch a 30-second opt-in video before your first daily lesson and get 30 minutes of unlimited Energy. Piloted with Etsy and Universal Pictures.
Duolingo keeps expanding beyond languages — from its chess course to the Brawl Stars crossover. Follow our Duolingo news and guides for more.
