Market Overview
The English language learning market is witnessing significant growth, fueled by the rising importance of English across business and professional sectors, increased investments in startups and small companies teaching English, and the affordability of English learning apps. Additionally, rising expenditures on the education sector and the expansion of transnational education (TNE) are expected to offer lucrative growth opportunities for this market.
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Key Findings in the English Language Learning Market
By Methodology: In 2024, the blended learning segment is set to dominate the English language learning market.
By Learning Mode: Tutoring is expected to lead in 2024.
By Age Group: The 13–17 years age segment will likely account for the largest market share.
By End User: Individual learners are projected to represent the largest share of the market.
By Geography: Asia-Pacific is anticipated to dominate the English language learning market in 2024.
English Language Learning Market Drivers
Rising Importance of English in Business and Professional Areas
English has cemented its position as a lingua franca, serving as a bridge for communication among people who speak different native languages. While languages like Chinese and Spanish have more native speakers, English has become the most widely used official and second language globally. Its role in business and commerce has only strengthened over the last few decades. In today's professional landscape, proficiency in English can open doors to better job prospects and a richer social life.
Data from Babbel GmbH (Germany) in 2021 highlights that 1.35 billion people speak English worldwide, with around 360 million as native speakers. Europe boasts over 212 million English speakers, India around 265 million, and approximately 350 million across the Americas, predominantly in the U.S., where 297.4 million are native speakers.
In the competitive corporate world, communication skills are crucial, and fluency in English is key for success in global businesses. English dominates communication channels like emails, documentation, and professional publications. Companies like Airbus SE, Mercedes-Benz Group AG, Fast Retailing Co., Ltd., Nokia Corporation, Groupe Renault, and Microsoft Corporation have adopted English as their official corporate language. Additionally, over 50% of internet content is in English, broadening access to information for English readers.
At ITT Motion Technologies GmbH (Italy), for instance, English is the unofficial common language for communication among senior employees. Furthermore, sectors like shipping and aviation have officially adopted English as the standard language, reinforcing the necessity of English proficiency across various critical industries.
English Language Learning Market Trends
E-learning
E-learning has emerged as a powerful trend, making education more accessible across geographies. Its flexibility, cost-effectiveness, accessibility, and effectiveness through interactive and animated learning tools have made it a preferred choice. The growing number of internet users, coupled with expanding broadband and mobile access, further fuels the trend.
These digital modules offer effective learning at lower costs and can be customized to meet end-user requirements. Visually engaging e-learning interfaces have been shown to improve employee productivity compared to traditional methods. Companies are increasingly adopting e-learning to enhance learning experiences. For instance, the British Council (U.K.) introduced platforms like myClass Online, MyTutor, Primary Plus, and Secondary Plus, offering learners the ability to study English at their own pace with expert teachers.
The rise in distance language learning also supports e-learning's growth. Distance learning enables flexible study options, beneficial for those juggling business or personal responsibilities. Universities and certified institutes offering such programs often include face-to-face interactions with native speakers, enriching the learning experience. Advancements in educational technologies and the convenience of remote learning continue to boost the appeal of online English learning.
English Language Learning Market Opportunities
Increasing Spending on the Education Sector
Over the last decade, global investments in education have grown substantially. According to the Brookings Institution (U.S.), developing countries have significantly ramped up public spending on education. For example, Sub-Saharan Africa's government expenditure on education rose from 15.9% in 2016 to 18% in 2018. Cambodia witnessed an increase from 15.1% in 2015 to 16% in 2018.
In the U.S., federal, state, and local governments planned to invest USD 764.7 billion in 2022 for K-12 public education, amounting to about USD 15,120 per pupil. Luxembourg leads in education spending among OECD nations with USD 22,700 per pupil. Similarly, Europe allocated USD 670.95 billion (5.0% of GDP) for education in 2020.
India allocated USD 13.4 billion for its education sector in 2020, focusing heavily on skill development programs. In 2019, China unveiled its "Education Modernization 2035" plan, aiming to reform and technologically advance its educational framework. Likewise, Canada launched its "International Education Strategy" (2019–2024) to promote skills development and online services.
Such significant government investments, combined with English’s rising acceptance as the global language, are expected to create massive opportunities for players in the English language learning market.
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Transnational Education (TNE)
Transnational education (TNE) refers to educational programs delivered outside the awarding institution’s home country. Popular TNE models include branch campuses, franchising, articulation or twinning programs, distance education, and study abroad options.
The COVID-19 pandemic forced a rapid transformation in education, sharply reducing international student mobility. However, it accelerated the growth of other educational segments like Online Programme Management, edtech, and TNE.
TNE has several advantages: it builds local skills, reduces brain drain, minimizes capital outflow, and provides international qualifications at home. It also supports professionals seeking to upgrade their qualifications without leaving employment. Students enjoy diverse education options, leading to improved competition and quality enhancement between foreign and local institutions.
With Western universities seeking alternative revenue streams due to reduced government subsidies, TNE has become crucial. This trend is expected to boost demand for English language learning products and services, offering another strong growth avenue for the market.
English Language Learning Market Analysis: Top Market Opportunity
By Methodology: Blended Learning to Dominate
In 2024, blended learning is projected to dominate the global English language learning market. Combining traditional face-to-face education with digital learning, blended learning offers a rich, versatile educational experience. With the rise of internet access and technological innovations, blended learning has evolved to include microlearning, personalized content, and hybrid delivery methods.
Blended learning provides learners the flexibility to access material anytime, anywhere, while still benefiting from live instruction. It also allows companies to create agile, customizable training solutions. The demand for personalized education experiences is driving the popularity of blended English language learning in the corporate sector. Meanwhile, the online learning segment is expected to grow at the highest CAGR during the forecast period.
Geographical Analysis
Asia-Pacific Leads the Market
In 2024, Asia-Pacific is anticipated to hold the largest share of the global English language learning market. Factors driving this dominance include the region’s rapid digitalization of educational content, the increasing need for cross-border communication skills, a growing number of E-learning platforms, and stronger governmental support for education initiatives.
Furthermore, the booming internet penetration, the need to improve employability, and the rising importance of English for future job opportunities are significant factors. Asia-Pacific is also projected to witness the highest CAGR during the forecast period, highlighting its growing importance in the global language learning industry.
Key Companies
The competitive landscape features an in-depth assessment of the strategies adopted by key players over the past three years. Major companies profiled in the English language learning market report include Cambridge University Press (U.K.), New Oriental Education & Technology Group Inc. (China), Houghton Mifflin Harcourt Company (U.S.), McGraw-Hill Education, Inc. (U.S.), Duolingo Inc. (U.S.), Berlitz Corporation (U.S.), Busuu Online S.L. (Spain), Babbel GMBH (Germany), Linguistica 360, Inc. (U.S.), Mondly (Romania), ELSA Corp. (U.S.), FluentU (China), Memrise Inc. (U.K.), Mango Languages (U.S.), Rosetta Stone Ltd. (U.S.), Inlingua International Ltd. (Switzerland), Sanako Corporation (Finland), Transparent Language, Inc. (U.S.), and Open Education LLC (U.S.).
English Language Learning Industry Overview: Latest Developments
· In November 2023, Babbel (Germany) partnered with the FSC Indigenous Foundation (Panama) to offer English lessons to Indigenous communities.
· In June 2022, Duolingo (U.S.) collaborated with HBO Max for an updated High Valyrian course inspired by "House of the Dragon."
· In April 2022, Udemy (U.S.) teamed up with WOONGJIN THINKBIG Co Ltd (South Korea) to expand Udemy Business in the Korean market.
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