Bryan Smilek: Great. Thanks for taking the questions. I guess just to start on Max, can you just talk about the ultimate revenue contribution and target mix as you continue to roll out this tier going forward? And I guess in terms of the submix, how much is incremental versus cross graders from super and premium?
Matt Skaruppa: Yes, I mean, Luis can talk more about maybe the longer term vision. In the short term Bryan, the answer is we don’t know yet. We’re still we’ve rolled it out now to about five to 10 percent of users who can have the option to see it. And so we’re excited about it. We’re seeing a lot of traction. We’re seeing a bunch of evidence that people are willing to pay a substantially higher price for it. But in terms of the ultimate mix, we don’t we don’t know just yet. And certainly in 2024, the impact of Max is in our guide, but it’s commensurate with the fact that it’s only a five to 10 percent rollout now. So it’s relatively modest in the 2024 guide. So I don’t know, Luis, if you want to talk kind of maybe at a broader level.
Luis von Ahn: Yes, it’s hard to say what the ultimate mix is going to be because it will depend in part where we settle on what features are going to be in which plan. So it’s very hard to say because we have not settled on that. I mean, right now we’re still experimenting which features are going to be in which plan. So I think we’re going to have more to say. You probably know the answer to this question in the next few quarters. But at the moment, it’s very hard to say.
Bryan Smilek: Great, thank you. That’s super helpful. And then I guess just some user growth. Can you just talk about in any given quarter, just given we’ve seen some very strong social media and marketing campaigns, how much that contributes to growth and just how you’re thinking about marketing going forward as you continue to scale the MAU base?
Matt Skaruppa: Yes, it’s a great question. So generally, there are two big reasons why we’re growing so fast. The bigger reason is that we’ve just been improving our product over the last several years and those product improvements compound. And when the product is better, two things happen. People tell their friends organically, it’s kind of word of mouth because it’s a better product. And also people stick around for longer because it has better user retention in general, not just payer retention, but user retention. So that I would say is the majority. But also, marketing and in particular our brand marketing has just done a really good job at getting the brand out there. This is all our stuff with our social media, with TikTok and YouTube shorts and Instagram that we’re really being able to replicate all over the world.
It’s hard to give an exact mix, but my sense is probably, two thirds product, one third marketing. But this is a very hand wavy amount. And the reason it’s so hard is because a lot of our growth just comes from word of mouth. And we just don’t know. It’s hard to start to measure word of mouth growth. How much of that is affected by the fact that the owl did some weird thing on Instagram versus people told their friends. So that’s why. But yes, I mean, these are the two main reasons we’re growing. And in terms of in the future, we’re very excited about all the all the marketing stunts that we have planned for the rest of the year. I mean, I’m not going to spoil them, but we have really cool stuff coming.
Bryan Smilek: Great. Thank you for taking my questions.
Matt Skaruppa: Thank you, Bryan.
Deborah Belevan: Our next question comes from it looks like Gian [ph] who’s sitting in for Mark Mahaney at Evercore.
Unidentified Analyst: Yes. Thank you very much. First, just a quick follow up on the Max. I know it’s probably early stage as well, but anything you can share on the uptake of Max versus Max family and then monthly versus annual. Like, is that different from your from your current super mix and also for music and mass? Any update on the learnings and product roadmap for the rest of the year? Because I can imagine, you’re leaning into family plan. Mass would definitely be relevant. Right. So and then I’ll have a follow up after.
Luis von Ahn: Matt, you want to take the next question and I’ll talk about music and math. Yes. The next question is going to be one that we already mentioned, which is, right now, the number of folks who are subscribing to Max is relatively small. And so we could give you the mix numbers, but it’s going to change a lot as we roll it out, even this quarter and throughout the rest of the year. So, I don’t know exactly how to guide you on that just yet, except to say that, like we said, we’ll know more over the next couple of quarters. And, again, I think it’s going to be it’s going to vary based on what features go where, what the price is and how it interacts with things like the family plan, math and music over time.
Matt Skaruppa: Yes. And in terms of math and music, again, for context, what we’ve done is, a few months ago we added math and music as courses to the main Duolingo app. Currently they are available only on iOS. They’re going to come on Android this year. So that’s part of the roadmap. Also, currently, the courses are only available if you’re the language of your phone is either English, Spanish, German or French. So another thing that we’re going to do is make them available and kind of for more basically for more markets, for more languages. So those are, kind of standard bread and butter, bread and butter things that we’re going to do to get more and more users trying these. But the main thing that we’re doing for both of them is just adding a lot more content and making it more fun.
In the case of math, we’re adding a lot more real world content. So as opposed to just seeing kind of, the standard math operations, you’ll see them with thermometers and dollar bills and stuff like that, which people like quite a bit. We’re finding that people like those quite a bit. There’s a music. You probably see us do things like well, this may not be for this year, but over time, instrument integration. That’s a big thing that we’re going to be working on for music. But in general, we’re very happy with the growth of math and music. Now, I just need to remind you one thing, because I have to remind people every time. We do not expect that we’re going to get very meaningful revenue contributions for math and music. Certainly this year, there may be some next year, but it won’t be that meaningful.
I mean, it’ll just take some time for these courses to grow. But so far they’re going very well and we’re super happy with the results.
Unidentified Analyst: Great. And then another question just on the bookings guidance. I hope I’m doing this math right. I think last quarter you guys talked about bookings potentially [Indiscernible] cell from Q1. I think the guidance suggests a little bit short of that. So anything that you would call out?
Luis von Ahn: I think the strength that we’re seeing in the subscription business, so subscriptions grew 47% subscription bookings grew 47% year-over-year in Q1, which was faster than we expected. It was very strong. And so subscriptions is continuing to grow. That’s why the full year guide is up. In Q2, subscriptions again is going to be the majority of the story. So that’s just how the growth rates have shaken out as we’ve seen how subscriptions strength has performed so far this year and what we expect for the rest of the year.
Deborah Belevan: Great. Next question comes from Ryan McDonald of Needham.
Ryan MacDonald: Thanks for taking my questions. As we think about the investments you need to make within for English content and then also to market the English learning capabilities of Duolingo moving forward, can you give us a sense of what maybe the incremental magnitude of that invest of those investments might be and what maybe the time frame it’s going to take in terms of to get additional content out and then obviously then to be able to start marketing that and sort of gaining share amongst those learners?
Luis von Ahn: Great question. For English, the content, the good news of the content is that we’ll continue iterating on it and improving it. But at this point, the content is out there. So we are done doing the content. And what was amazing about it is this is really the first big batch of content that we were able to generate in large part because of generative AI. I mean, we use large language models for this. So it was a lot quicker and a lot cheaper to generate than what we had been doing in the past, which was mostly handmade. Now, this is not to say that humans are not involved anymore. They’re still involved, but the involvement is much less because we’ve been using generative AI. The other awesome thing about generative AI with this is that it allowed us to do it still.
