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B. Market Data and Global Outlook

Market Sizing

Total Addressable Market (TAM)

This represents the total market demand for English language learning solutions for primary school students globally:
There are around 1.5 billion English language learners worldwide
Roughly 5-10% are primary school students aged 5-12 years old, so around 75 - 150 million target users
If we assume an average annual spend of $50 per student for English learning products & services
The TAM would be around $3.75 - $7.5 billion

howServable Available Market (SAM)

This focuses on the segment within the TAM that ETS can realistically serve:
Given brand recognition, mainly in academic space, we can assume 30-50% of TAM, or around 25 - 75 million target users
For a premium product, we can assume an average revenue per user (ARPU) of $100
Leading to a SAM of $2.5 - $7.5 billion

Serviceable Obtainable Market (SOM)

This represents what share ETS can realistically capture within the SAM:
As a new enhanced product, we can gain approximately 3-5% of SAM in Year 1
Growing to 10-15% of SAM by Year 5
Equating to 0.75 - 3.75 million users in Year 1, up to 2.5 - 11 million users by Year 5
At an ARPU of $100, SOM ranges from $75 million - $375 million in Year 1 up to $250 million - $1.1 billion by Year 5

Market Forces

Headwind Forces (Challenges and Obstacles)

Economic Instability
Economic downturns in key markets leads to decreased spending on supplementary education services.
Regulatory Compliance
Different countries with varying regulations around education and data privacy complicates integrations.
Competition from Free or Low-Cost Alternatives
The rise of free or low-cost language learning apps challenges the value proposition of a premium, standardized assessment.
Technological Barriers in Developing Regions
Limited internet access and technological infrastructure in some regions impeding the adoption of a tech-driven solution.
Potential Backlash Against Standardization
Resistance to a global standard from perceived conflict with local cultural or educational norms and values.
Screen Time Fatigue
Learners experiencing fatigue over excessive interaction with online tools.

Tailwind Forces (Positive Drivers)

Increasing Globalization
Interconnected global markets drive the need for English language proficiency.
Technological Advancements
AI, mobile device access, and other technologies enhances personalization and engagement.
Rise of Remote Learning and Work
Shift towards remote opportunities alongside increasing demand for digital English instruction and multi-lingual employees among global companies.
Government and Institutional Support
Increased funding and policy support for state- and institutionally-sponsored programs.
Growing Middle Class in Emerging Economies
Global middle class expansion leading to education and career opportunities.
Emphasis on Early Education
Growing focus on primary-level education supporting early adoption of English as a second language.
Blended Learning
Growing preference for combining the benefits of online and offline instruction.
Evaluating the interplay of these forces will be important in developing a resilient strategy. The outlook seems largely positive, but economic and tech saturation risks need to be mitigated.

Key Trends

Personalized and adaptive learning at scale with AI and data analytics.
Blended models combining online and offline instruction.
Tools for continuous assessment and tracking.
Speech recognition and pronunciation feedback.
Growth of English teaching robots and AI tutors.
Interactive educational games and platforms.
The landscape reflects a continued focus on customized, engaging solutions enabled by technology to enhance traditional instruction models. Affordability and cultural/regional sensitivities remain considerations in product development.

Global Outlook

Key Demographics

125 million English learners in India, second largest English speaking population globally.
Over 400 million Chinese learning English, driven by economic growth.
High growth markets in Latin America (Mexico, Chile, Brazil) and Southeast Asia (Indonesia, Thailand, Malaysia).
In Europe, countries like Germany, France, Spain have high English literacy with business adoption.

Growth Metrics

Global market for English learning projected to reach $54.8 billion by 2027, CAGR of 12.5% (Meticulous Research).
Asia Pacific makes up 38% of market. North America is second largest at 24%.
Blended learning market poised to grow at 15.3% CAGR from 2022-2030 (Straits Research).

Country Analysis

English continues to be a dominant global language, and as such, there are several markets around the world where learning English is highly prioritized. Here's a breakdown of some of the most popular markets for English learning, and the emerging solutions that are likely to become prominent in these areas:


Popularity: English is considered essential for academic success and international business.
Emerging Solution: Online English tutoring platforms, like VIPKid, using native English-speaking tutors. AI-driven personalized learning platforms are also gaining traction.


Popularity: English proficiency is highly sought after for both educational and business purposes.
Emerging Solution: English conversation schools, known as "Eikaiwa," and digital platforms like RareJob that offer online lessons.

South Korea

Popularity: English is a critical subject in schools, and there's a strong demand for English proficiency in the job market.
Emerging Solution: Edtech platforms that combine online and offline learning experiences, and English immersion programs.


Popularity: English learning is growing, especially among the young population aiming for better job opportunities.
Emerging Solution: Digital platforms that provide flexible learning paths, leveraging AI and gamification, like Duolingo.


Popularity: English is an associate official language, and proficiency can lead to improved career prospects.
Emerging Solution: Affordable online English learning platforms like BYJU's and EnglishHelper, focused on scalability and accessibility.

Saudi Arabia and Other Gulf Countries

Popularity: English is essential for the oil industry, international business, and higher education.
Emerging Solution: Corporate English training programs, and online platforms that cater to adult learners.

Spain and Other European Non-English-Speaking Countries

Popularity: English is seen as vital for international travel, business, and within the European Union.
Emerging Solution: Language learning apps with a strong community aspect, and personalized learning paths, like Babbel.


Popularity: English is popular among young professionals and students aiming for global opportunities.
Emerging Solution: Online platforms that offer a combination of self-paced learning and live tutoring.

Emerging Global Trend

Across many of these markets, there is a clear trend towards personalization, flexibility, and the integration of technology in English learning. AI-driven platforms that can tailor learning paths to individual needs, combined with human interaction (whether in-person or virtual), seem to be a particularly promising direction.
The utilization of big data and machine learning to continually adapt and personalize the learning experience is an emerging solution that is likely to dominate these markets. Combining technology's scalability with the effectiveness of personalized learning could provide the best balance between quality education and accessibility, catering to different countries' unique needs and preferences.
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