Language Learning App Babbel Celebrates 10 Million Subscriptions Sold

  • Top-grossing language app sees triple digit growth during COVID-19

  • Learning activity in the app doubled from March 2020

  • Expert created content and efficacy research are honored with trust

Babbel, the world’s top-grossing language learning app is celebrating the milestone of 10 million subscriptions sold. Reaching this unprecedented figure has been sped-up due to international lockdowns that saw people worldwide turn to online education. Babbel, which has long had a premium subscription model, already reached a recognized revenue of $130 million USD in 2018 via the app-stores as well as direct. Amongst others, the U.S. market as well as the German speaking markets reached more than 200% growth in terms of new sales. Besides new sales, the company also sees its learners, new and old, being more active: The amount of lessons completed has doubled since March 2020. As growth remains strong Babbel sees a sustainable opportunity for the online learning market.

“10 million subscriptions sold is a milestone that proves the vast opportunities in online learning”, says Arne Schepker, CEO of Babbel. “While we would have wished for better circumstances than a pandemic, I personally believe that our industry has taken a relevant leap in terms of adoption and trust that is here to stay. That people invest in learning languages to be able to communicate with others even while travel and interpersonal connections are down gives me faith in humanity.”

While the whole market for self-improvement gained massive interest during the pandemic, Babbel’s data shows that people foremost turned to well-known and trusted services. During the last years the Berlin based company heavily invested into efficacy research and market education which now pays off. On average Babbel learners stay with the app for more than 18 months. More than that, many of them resume their language journey at a later point in life, resulting in an average of 1,5 subscriptions per Babbel user.

“After all, learners do not only focus on the price of a monthly subscription fee. It is more important to them to know that their time and efforts are properly invested. Babbel is highly effective and great to use. It gets people talking in a new language and ultimately transforms their lives, no matter if they want to improve their career or make new friends. Our learners appreciate that”, Schepker adds.

Babbel has recently launched 10 different and expert created podcast series to its app. This enables users to keep on learning even while exercising, cooking or commuting. In 2020 these award winning podcasts have seen over 1 million downloads already.“

About Babbel

Babbel develops and operates an ecosystem of interconnected online language learning experiences and is driven by the purpose of creating mutual understanding through language. This means building products that help people connect and communicate across cultures. The Babbel App, Babbel Live, Babbel Podcasts and Babbel for Business products focus on using a new language in the real world, in real situations, with real people. And it works: Studies by linguists from institutions such as Michigan State University, Yale University and the City University of New York demonstrated the efficacy of Babbel’s language learning methods.

The key is a blend of humanity and technology. Babbel offers more than 60,000 lessons across 15 languages, hand-crafted by nearly 200 didactics experts, with user behaviors continuously analyzed to shape and tweak the learner experience. This results in constantly adapting, interactive content with live classes, games, podcasts and videos that make understanding a new language easy, from Spanish to Indonesian.

Because Babbel is for everyone, its team is as diverse as its content. From its headquarters in Berlin and its U.S. office in New York, 1000 people from more than 80 nationalities represent the backgrounds, characteristics and perspectives that make all humans unique. Babbel sold over 15 million subscriptions by creating a true connection with users.

More information:





Latest news