Technological advancements are transforming the way students are taught as traditional educational systems adapt to new techniques, tools, and teaching arrangements. The use of artificial intelligence (AI) in English learning platforms is increasing in several schools and colleges in various regions. Instant feedback, increased engagement in the learning process, language bots, adaptive learning, natural language processing, and assessment and analytics are a few benefits of AI in English language learning, which further foster the digital English language learning market growth. In October 2023, Google launched a new AI-powered tool that helps users learn English right in Search. The feature is available to Android users in Argentina, Colombia, India, Indonesia, Mexico, and Venezuela. Users can translate to or from English in Google Search, and Search will provide them with prompts, short practice sessions, and personalized feedback. AI platforms are transforming language learning, personalizing education, enhancing skills, and providing equitable opportunities. Interactive tools and automation benefit both learners and teachers, improving accessibility and quality.
AI-integrated English language learning platforms enable the creation of a custom-tailored learning path, provision of relevant materials to appropriate learners, personalization of online English courses, and automation of the English learning process, adding to their efficiency. As a result, the enrichment and transformation of the English language learning experience via the integration of AI with these learning platforms is expected to have a significant impact on the digital English language learning market forecast in the next few years.
Europe Digital English Language Learning Market
The digital English language learning market in Europe is segmented into Germany, Italy, Russia, France, the UK, and the Rest of Europe. Europe is the second-largest market for digital English language learning. Government associations across the region have been taking various initiatives to equip European citizens with advanced technology in the field of education and training. ICT is increasingly used in schools, higher education, adult training, and vocational learning across European countries. However, technology penetration varies in different education and training sectors from country to country. Western European countries are experiencing less growth as they have already adopted digital learning solutions. However, there is a noticeable shift to cloud-based solutions. Additionally, Eastern European countries such as Russia, Ukraine, and Slovakia are increasing the implementation of digital learning modules owing to the increasing number of schools and colleges. This is fueling the growth of the digital English language learning market.
The European Union (EU) has initiated several projects to promote digital education in the region. For instance, the Digital Education Action Plan (2021–2027) is a new EU policy initiative that has a common vision of accessible, high-quality, and inclusive digital education and purposes to support the adaptation of the training systems and education of Member States to the digital age in Europe. The EU’s SINE2020 project developed an e-learning platform for university students. Also, the ERASMUS+ program by the EU is dedicated to supporting education, training, youth, and sports in the region, contributing to Europe 2020’s strategy. This program comprises several opportunities for individuals and organizations to adopt more digital English language learning platforms. Such initiatives are anticipated to bolster the digital English language learning market growth in the region.
Segmental Overview
The digital English language learning market analysis has been carried out by considering the following segments: product type, business type, and end user. Based on product type, the market is segmented into cloud and on-premise. Based on business type, the market is segmented into B2B and B2C. Based on end user, the market is segmented into non-academic learners and academic learners.
The B2B segment held a larger digital English language learning market share in 2022. The same segment would record a higher CAGR during the forecast period. Companies operating in the market offer their products and services to various schools, universities, and coaching institutes. This is often called a business-to-business (B2B) model. The growing adoption of digitalized education among several schools, universities, and other institutions has increased the interest among market players to sell their products to these end users. As technology is driving several industries globally, educational sectors are also increasing their procurement of advanced technologies in order to help their students grow in a rapidly changing world. Digital classrooms and e-examinations are a few trends gaining importance in the current educational sector. In addition, several corporate sectors are incorporating digitalized English language learning procedures so that the employees should be fluent enough in English when sent on-site to any English-speaking country or while interacting with clients. These corporates are also procuring digital English language learning materials, which drives the market for the business-to-business segment.
The business-to-customer model refers to the transactions between companies offering digital solutions to learn English and the customers. Various companies offer app-based or website-based open-source or closed-source digital platforms to learn English efficiently. Customers can subscribe to their services or directly opt for learning. These services have transformed the way students are learning in the current scenario. The demand for B2C digital English language learning platforms has gained immense popularity owing to the rising penetration of the Internet, smartphones, and tablets, which further drives the digital English language learning market growth for the segment. In the current market scenario, most university students have smartphones and tablets with internet access, which has increased the consumption of digital content among these students. The availability of open-source and closed-source digital platforms enables students to learn English irrespective of time and place, which is the key factor propelling the market growth for the business-to-customers segment. Also, due to the increasing number of companies offering their products online, the demand for business-to-customers is consistently high.
Market Analysis: Competitive Landscape and Key Developments
- In November 2022, Chegg, Inc. announced a global partnership with Calm. In this partnership, Chegg Study Pack users can gain free access to subscription service of Calm Premium with hundreds of hours of content in seven languages.
- In March 2023, Voxy announced acquisition of Fluentify, a major player in the long-distance language learning sector. This acquisition combines Voxy’s innovative English language training offering with Fluentify’s multi-language curriculum to support companies globally as a way to upskill their employees with a personalized and comprehensive language training solution.