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Summary of our market study
The global tutoring market has been experiencing significant growth, with projections indicating an expansion from US$135 billion in 2021 to US$202 billion by 2026, growing at a rate of +8.4% per year. Digital solutions are transforming the industry, particularly the online courses segment, which is expected to flourish at an annual growth rate of +11.5% to a market size of US$50 billion by 2026. The tutoring market in Spain also mirrors this growth, with projections suggesting it could have reached around €1,700 million by 2022, although this may be an underestimation considering the potential size of the unreported black market at €1,800 million.
The demand for tutoring services is primarily driven by parents' perception of a decline in educational standards and the increased competition for high-quality diplomas. The COVID-19 pandemic has had a profound impact on the sector, accelerating the adoption of online tutoring platforms like GoStudent at the expense of traditional in-home services. This shift has corresponded with an overall dynamic growth in investment into EdTech, as exemplified by GoStudent's substantial fundraising of €590 million. As the industry continues to evolve, it is evident that advancements in digital education and a growing emphasis on supplementary academic support are core trends shaping the future of the tutoring market.
Trends in the Spanish Tutoring Market
The Spanish tutoring market has seen significant evolution, with evidence of growth and transformation influenced by various factors, including technological advancements and socio-economic dynamics. The market has demonstrated resilience even amidst the challenges brought by the Covid-19 pandemic, with notable shifts in consumer behavior and service delivery modes. Demand for tutoring services in Spain has been on the rise, with the market value escalating from around €246 million to over €700 million, and projections suggesting a potential market size of €1.5 to €2 billion by 2022. This growth indicates a sustained interest in supplemental education, with nearly half of all pupils in Spain reportedly having utilized tutoring services at some point. The digitalization of tutoring services has become a key trend, particularly in the wake of the pandemic, which forced a significant pivot to online learning formats. Online courses, in particular, have witnessed the fastest growth rate, in part due to the necessity of remote education during lockdowns. The pandemic also had varying effects on household spending on tutoring, with a decrease at the onset but a gradual recovery as families adapted to new circumstances. Interestingly, the resilience of lower-income families suggests that, in some cases, tutoring is considered an essential investment for students' success. Parents are enlisting tutoring help for several reasons, such as compensating for perceived declines in school quality and as an investment in their children's education, reflecting the importance of academic success for socioeconomic advancement.
This is underscored by the strong demand for subjects like English and Math, which are deemed crucial for future opportunities. The tutoring market is predominantly urban, but there's a growing presence in rural areas as well, thanks in part to digital platforms that transcend geographical limitations. This is helping to balance the availability of services across the country. EdTech startups are increasingly influencing the tutoring space, introducing innovative educational tools and securing significant investment. For instance, GoStudent, a key player in the sector, has raised millions of euros, signaling the robust potential of the industry. In terms of socioeconomic disparities, it is evident that families from various income quintiles allocate different amounts and percentages of their budgets to tutoring, with higher-income households spending close to €500 more annually on average compared to lower-income families. As the market continues to diversify, a range of tutoring services are available, from one-on-one in-home tutoring to online group classes. Prices for these services vary depending on the course type, city, and platform, with teachers earning between €10 and €20.
Prominent Contenders in Spain's Evolving Tutoring Landscape
Spain's tutoring market is home to a dynamic mix of established and emerging players, each offering unique services tailored to the diverse needs of Spanish students.
- Among them, GoStudent stands out as a major force in online private tutoring, utilizing a subscription model that connects students with dedicated teachers in a virtual environment. Despite not disclosing their 2021 sales, the company's significant presence in the market is underscored by its substantial recent fundraising activities and expansion endeavors.
- Profe.com is another player whose model focuses on assigning specific tutors to students, ensuring a personalized learning experience. While their financial details are not provided, their impact is felt across the market, providing customized support across various subjects.
- Lifecole takes a different approach, offering online courses for small groups, fostering interaction and peer learning remotely. In 2021, they reported revenues of €700,000, indicating a strong position within the segment aiming to bridge the gap between one-to-one and larger scale educational offerings.
- For those seeking home tutoring services across Spain, Infoclases caters to this demand with a well-established network of tutors prepared to teach in-person, following traditional tutoring models that allow for a hands-on, personalized approach.
- Mis clases particulares and Busca tu profesor are two entities that help match students with local tutors, although they have not publicly shared their financial performance. Their role in the market is nonetheless vital, connecting learners with the educational support they need.
- Másqueclases offers a more localized solution with their range of private tutoring services available in Madrid. They have carved a niche by focusing their expertise on one geographic location, yet hold back on disclosing their turnover.
- Lastly, Superprof operates a versatile marketplace that connects students with tutors across diverse subjects, from academic disciplines to music and sports. In 2020, they reported a turnover of €20 million, a testament to their prominent role in the Spanish tutoring industry and their ability to adapt to the educational needs of a wide student demographic.
Each of these market participants contributes to the rich tapestry of Spain's tutoring landscape, presenting options that range from traditional face-to-face learning to innovative online education platforms. Together, they signify the versatile and responsive nature of the sector, catering to the evolving preferences of Spanish families in pursuit of academic excellence for their children.
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Summary and extracts
1 Market overview
1.1 Definition and presentation
Tutoring covers all activities designed to improve the academic level of students, whatever their age (primary, secondary, university, etc.) and the format of the course offered (at home, individual, group, etc.). Parents are often the ones who initiate the need for tutoring.
Worldwide, the tutoring market is growing at a steady pace. It is driven by growing demand for tutoring services, particularly in Asia, where schooling is a key factor in the social success of individuals. In terms of quality, we are also witnessing a transformation of the offering, with an increase in digitalized solutions. In Europe, the use of private tutors is particularly common in France, the UK, Sweden and Germany, which are large markets.
In Spain, the tutoring market is still highly fragmented, often based on close acquaintances, with few structures reaching national scale. The covid-19 pandemic has profoundly altered the tutoring market in Spain. The suspension of classes and the ban on travel had an impact on the traditional market players who provided home tuition, to the benefit of companies offering online content such as GoStudent. While the relaxations have enabled traditional players to get back into business, the challenge for platforms is to retain students, as hybrid teaching models take hold.
1.2 Global market
The global tutoring market is set for strong growth throughout the decade. Representing US$*** billion in ****, it could reach US$*** billion in ****, an increase of +*. *% per year.
trends in tutoring sales World, ****-****, US$ billions Source: ****
Among the various growth segments, multimedia tutoring, or "blended" in English, is expected to grow by +*.*% a year to reach US$** billion in ****. However, the fastest-growing segment is online courses. Its market size is expected to reach US$** billion in ****, and could grow by +**.*% per year up to ****[***]
evolution of online tutoring sales World, ****-****, US$ billion Source: ****
1.3 Domestic market
According to a study conducted by Esade, the tutoring market in Spain has grown from €*** million in ****, to €*** million in ****. This corresponds to a threefold increase in business volume. According to the latest estimates, the market could have reached €*,*** million by ****. However, the actual size of the market could be double that, as some estimates show that the black market represents a total of €*,*** million.[***]
evolution of tutoring sales Spain, ****-****, € million Source: ****
The statistics do not offer more recent sales data, as the report dates from January ****. However, to estimate the Spanish market, it is interesting to assess the percentage of households making tutoring education expenditure. Data for **** by income quintile is available. The percentage of households with children aged between * and ** spending on tutoring increased for households of all income levels, except for the fifth quintile, for which **% of households offered tutoring to their children in ****. Generally speaking, the latest estimates put the figure at **% of all pupils who have already used this type of service.
percentage of households with children aged between * and ** spending on private tutoring Spain, ****-****, % Source: ****
1.4 Effects of Covid-19
The pandemic had a lasting impact on the tutoring sector, and on education in general. Western societies were largely unprepared, which slowed the switch to distance learning. In the immediate term, household spending on private tutoring fell sharply compared with the pre-Covid average, due to a lack of supply, as teachers gave up teaching. In the second phase, which lasted beyond the containment period, households had to face up to the crisis and re-evaluate their spending. It should be noted, however, that the quartile of households with the lowest incomes was the most resilient, indicating that they only use these services in cases of extreme necessity for their children.
evolution of the proportion of pupils enrolled in private tutoring according to income and pandemic phase Spain, ****, % Source: ****
2 Demand analysis
2.1 Perception of a drop in level
There are three main reasons why parents pay for extra lessons for their children:
In recent decades, parents have noted a decline in the quality of schools, which needs to be compensated for; The generalization of secondary education increases competition for the best diplomas; Families are investing more in their children, and have less and less time to help them themselves. [***]
It is possible to assess this drop in standards thanks to data provided by the European Commission. The proportion of **-year-old pupils with difficulties in reading, mathematics and science has risen sharply between **** and ****, for all three subjects. For reading and mathematics, it is above the EU average.
Share of low-achieving **-year-olds by subject Spain, ****-****, % (***) Source: ****
It should be pointed out that only a minority of the pupils who take private lessons aim for excellence, while the others seek to catch up with the level of the class they are in. The difference in behavior between boys and girls is small, but noticeable.
Use of tutoring by age and purpose Spain, ****, % Source: ****
This drop in levels reflects the decline in state investment in education. Thus, where spending on private tutoring has risen sharply, overall educational spending has fallen by ...
2.2 Socioeconomic profile
The ability to spend on children's education is directly correlated to parents' income levels. On average, the difference in spending between the wealthiest and poorest households is almost €***.
Average private tuition expenditure by income level Spain, ****, € Source: ****
However, it should be remembered that these costs weigh more heavily in the household's total expenditure when the household income is lower. For the top quartile, the budget for tutoring represents almost *% of the family's total budget.
Share of total budget dedicated to tutoring, by income level Spain, ****, % Source: ****
Finally, it is possible to analyze the behavior of Spaniards according to the municipality in which they live. For example, there is more tutoring available in urban than in rural areas. However, in recent years, demand for this service seems to have grown in rural areas. The result is a relatively balanced profile across the country.
Share of households using private tuition by size of municipality Spain, ****-****, % of total Source: ****
2.3 Demand by material
Demand is strongest for English and math, subjects that parents are willing to invest in because they consider them necessary for their child's success. It's worth noting that low-income households spend more on core subjects (***): Mathematics, Physics, Economics.
Distribution of subjects in total expenditure for low-income earners (***) Spain, ****, % of total expenditure Source: ****
On the other hand, households belonging to the fifth quintile, i.e. those with the highest incomes, place the emphasis on languages (***), which can be considered a luxury product, such as home piano lessons.
Distribution of subjects in total expenditure for high-income earners (***) Spain, ****, % Source: ****
3 Market structure
3.1 A predominantly urban market
The tutoring market is essentially urban. In order to access these services, people living in rural areas usually have to travel to the city, or resort to distance and online lessons. Part of Lifecole.com's strategy, which is ***% online, is to target the populations of "empty Spain". [***]
The graph below shows the percentage of students attending these courses according to autonomous community. It's worth noting that the percentage in Madrid is among the lowest, but this is offset by the greater solvency of families, who pay more for each hour of tuition. On the other hand, the Basque Country is the region where children make most use of tutoring.
Share of pupils attending private tutoring by Autonomous Community Spain, ****, % of total Source: ****
3.2 The dynamics of EdTech
The dynamics of private tutoring, strengthened by the digitization of society after the pandemic, are also benefiting from the craze for EdTech, i.e. start-ups offering innovative educational solutions. We can gauge their dynamism by their fund-raising activities. Austrian start-up GoStudent, which has just set up in Spain, is already one of the sector's leading stocks, thanks to a total fundraising of €*** million since ****[***].
Among them, some can serve as teaching tools for tutors. Such is the case of Innovamat, for example, which helps to awaken students' curiosity and desire to learn mathematics thanks to its creative and innovative solutions.
Funds raised by EdTech start-ups Spain, ****, € million Source: ****
3.3 Private and public tutoring
In addition to private tutoring provided by agencies, there is also an informal network of mutual help and service. In addition, some public schools offer free private tuition to students in need. However, these courses are not a substitute for private tuition, but rather a complement to it. Indeed, if a child is experiencing difficulties, these sessions can show that there is a real need, and that private lessons can make real progress. School-based reinforcement courses therefore increase the likelihood of spending by private centers. However, the proportion of low-income households whose children attend college tutoring sessions is only *.*%.
Share of students attending tutoring within the education system Spain, ****, % (***) Source: ****
it's worth noting that students in the public system spend less on private tutoring than students in the public and private systems.
Spending by type of tuition, by education system Spain, ****, € Source: ****
4 Offer analysis
4.1 Market overview
The tutoring on offer is relatively standardized: generally speaking, lessons last about an hour and take place every week, mostly at the student's home. Support lasts up to several months, with a greater focus on the period leading up to exams.
the different options available on the tutoring market are as follows:
One-to-one support: In this category, the teacher most often comes to the student's home to give a lesson or help with homework. This is the most expensive option, and the one recommended when the student is experiencing particular academic difficulties. This type of support is effective for students with methodological and/or organizational shortcomings, or for those who wish to improve their knowledge in a calm, focused environment. Online support: This category also essentially comprises one-to-one support, but without the physical presence of the teacher. This is a less expensive option than the first, but it is more difficult to establish a relationship of trust between student and teacher. This option is mainly used by students who want to consolidate what they've learned without any real organizational or methodological difficulties. Group lessons: Finally, this type of private tuition is less widespread than the previous ones. The teacher is physically ...
4.2 Market prices
In Spain, tutoring teachers generally earn between €** and €** per hour. However, you need to remember to subtract any costs incurred when they use an agency to make contact with their students. In the case of Tusclasesparticulares.com, the teacher must pay €** per month to remain on the platform. Some platforms have opted for a different model: they are paid on a per-lesson basis, for an amount equivalent to that received by the teacher.
Below is an overview of the prices charged by the main Spanish players.
4.3 Offer diversity
It should be noted that prices vary according to the type of course offered and the city in which it is given. The Superprof platform publishes the average prices charged by the teachers in its network. Here are the prices for the different subjects:
The platform also lists a variety of prices for music and sports lessons:
Finally, it should be noted that prices are not the same in all cities:
5 Regulations
5.1 Regulations
Private tutors are required by law to declare their income. Undeclared work is a punishable offence. Only tutors working a very small number of hours may be exempt from declaring their income, as long as this does not become their main source of income. On the other hand, teachers whose job it is to give private lessons are faced with two options:
Work on their own account. They must register as self-employed. They will complete their quarterly or annual declarations independently, sending out their invoices and paying their taxes. Work for a private tutoring management company. This company will take care of the administrative side of things.
6 Positioning the players
6.1 Segmentation
- Superprof
- GoStudent
- Lifecole
- Profe!
- Tus Clases Particulares
- Educ-up
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