Germany
With the largest economy in Europe, extensive international trade connections, and a considerable workforce, Germany is a significant market for English-learning apps. It is also the largest digital language learning market in Europe. In addition, Germany is the home country of Babbel, a widely known language-learning app for studying a variety of languages.
While the education system increasingly focuses on teaching English in schools, and a growing number of study programs at German universities are offered in English, the average citizen's English skills hardly go beyond asking for directions or ordering in a restaurant. To further their careers and conduct business with international partners, many professionals need to improve their English skills after graduation.
Nonetheless, Germans appear to be interested in learning and consider knowing other languages besides German important, particularly English. The majority of media in Germany can only be consumed in German, so passive English learning may be challenging; learners must actively pursue opportunities to immerse themselves in English.
Market position 2025: The Master English app was launched in Germany in the summer of 2025 and is growing fast.