The e-learning and moocs market - Portugal

The global e-learning market, valued at $165 billion in 2020, is anticipated to grow at a CAGR of 14.6% to reach $374 billion by 2026. This surge in demand is attributed to factors like increased digitalization, adoption of mobile apps and social media, familiarity with blended learning technologies, diffusion of virtual reality, and greater internet penetration in devices, alongside societal trends such as population growth and heightened standards of education. As a reaction to the COVID-19 pandemic's impact, there has been a significant shift towards e-learning, with a notable increase in internet use for online courses in Portugal, jumping from 6% to 14% in 2020. Europe, as of 2020, holds the largest share of the e-learning market at 35%, with content providers constituting more than half of the market share. Key global players in the market include Aptara, Inc., Adobe Systems, Inc., Cornerstone, and several others, providing a mix of mostly paid courses with a few free options available.

Portuguese E-Learning Landscape: A Surge in Digital Education

Portugal's e-learning market, though in its infancy, shows promising growth underpinned by a strong internet penetration that stands at approximately 85% of households. Interestingly, the usage of computers, despite a slight dip, is significantly higher among the youth, which bodes well for the digital learning domain. In an era dominated by advancements in technology and connectivity, Portugal is not far behind with a steady rise in frequent and regular internet use, reaching nearly 70% and 76%, respectively. The inflow of international e-learning providers into the Portuguese market has been significant, with platforms like Coursera, Udemy, and Miriadax offering an array of courses, many of which are now available in Portuguese. Despite intense competition, domestic players, such as CEAC and Master.d, maintain a foothold by offering localized courses aligning with the needs of Portuguese residents.

Perceptibly, the drivers of e-learning in Portugal span from infrastructure, such as internet connectivity and device ownership, to skill sets like digital competencies. Reports indicate that nearly 90% of the 16-24 age group possess essential digital skills, suggesting a tech-savvy future population. However, when the lens is broadened to include the entire populace, this figure slightly lags behind the European average. Looking at Portuguese behavior towards e-learning, a considerable number display a propensity toward this mode of education, with management, visual arts, and IT being the most popular subjects. Remarkably, despite a third of the participants opting for free courses, the rest were willing to invest an average of nearly 300 euros into their online education. Pricing strategies for e-learning in Portugal reveal diverse models including pay-per-learner, pay-per-use, and license fees, accommodating a range of consumers from individual learners to large organizations. The production costs can touch approximately 35,000 euros for an hour of course content, indicating substantial investments made in the creation of e-learning modules. 

Key Players Shaping the E-Learning Landscape

In the dynamic world of e-learning, a blend of global heavyweights and specialized local entities are pushing the boundaries of digital education, both internationally and within Portugal. Diverse in their offerings and origins, these players are contributing significantly to the transformative wave of online learning that caters to a myriad of educational needs. Below, we explore the pivotal entities that are driving growth and innovation in the e-learning market.

Global Titans Paving the Way:

• Coursera : Originating from the USA, Coursera stands as a colossus in the e-learning domain, providing an extensive array of courses across disciplines like Big Data, Computer Programming, and Cryptocurrency Technology. This platform is predominantly known for its paid courses in partnership with prestigious universities and organizations worldwide.
• Udacity : Another major player from the USA, Udacity specializes in cutting-edge subjects such as Digital Marketing, Artificial Intelligence, and Automotive Engineering. The platform offers mostly paid courses, focusing on upskilling and reskilling with Nanodegrees and executive programs.
• Udemy : A hub for learners and professionals seeking knowledge in Web Development, Financial Management, or Neuro-Linguistic Programming, Udemy is also based in the USA. It provides a mix of paid courses that cater to a wide range of fields, serving as a platform where anyone can create and sell their courses.
• Duolingo : Known for its game-like language learning approach, Duolingo from the USA offers free language courses with optional premium features. It has garnered widespread acclaim for making language learning accessible and fun.
• Edx : A joint venture by academic institutions, Edx, from the USA, offers an array of mostly free courses in subjects like Chemistry and Economics. This platform is known for its emphasis on open access and collaboration across universities.

Portuguese Prodigies Cultivating Local Expertise:

• Mais Cursos : Functioning as a comprehensive search engine for online courses tailored to Portuguese speakers, Mais Cursos plays a pivotal role in connecting learners with a variety of e-learning opportunities.
• Nau : Uniquely positioned as a platform bundling free online courses, Nau serves as a digital portal to mass education, allowing learners to explore diverse subjects at no cost.
• CEAC : A Portuguese platform offering paid courses in areas like Education and Construction, CEAC addresses the need for vocational and professional training within the country.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 05/05/2021

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