Question · Q4 2025
Wyatt Swanson asked if the medium-term goal of 100 million DAUs assumes elevated marketing spend and continued de-prioritization of monetization for the entire duration. He also inquired about the future of the ads business, specifically if ads would be reduced or removed from the platform, given concerns about friction.
Answer
Luis von Ahn (Co-Founder and CEO) expects total marketing spend to increase annually but hopes for efficiencies beyond 2026. He believes that with 100 million DAUs, the business will be significantly larger, allowing for other monetization avenues like direct ad sales and in-app purchases for avatars to ramp up. Gillian Munson (CFO) reiterated that the business model allows for tremendous scale without proportionally increasing expenses, enabling a smarter re-entry into monetization. Luis clarified that ad load is unlikely to increase, but the focus will be on improving ad quality through direct deals and potentially innovative ad formats (e.g., ads in the language being learned) to increase revenue per ad.
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