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Summary of our market study
The French tutoring market is estimated at €2 billion
The global tutoring market is estimated at $110 billion.
The French market is expanding steadily until 2020. A large part of this expansion is due to informal tutoring.
The market is highly concentrated, with major players like Acadomia holding a substantial market share. However, digital platforms and online tutoring are on the rise.
The sector also benefits from government support through tax credits, including for online courses from March 2020.
Overall, the market is very dynamic.
Trends and influences in the French tutoring sector
The market encompasses subject-specific tuition, homework help and preparation courses, with the greatest demand at high school level.
The demand for home tutoring concerns around one million students in France.
An impressive proportion of the French population seem to question the equality of opportunity offered by their education system, with around 60% believing that it does not guarantee equal academic success.
A majority of French parents, if they had the financial means (65%), would consider paying for tutoring for their children.
Demand for personalized tutoring services leads to an annual budget of around 900 to 1,100 euros per pupil, after application of a 50% tax credit.
The informal market, mainly facilitated by social relations and often more affordable, occupies a substantial share of the market, with some estimates suggesting that it represents between 70 and 80% of overall activity.
Key players in the sector
Established brands and digital newcomers
- Acadomia: 50% market share, 100,000 students per year.
- Complétude: another traditional market player
- Superprof: a new digital entrant
- Clevermate: has set up a platform on which tutors, usually students, can register to offer their services.
- Anacours: franchises entrepreneurs and offers a wide range of tutoring services
- Cours Legendre: a major player in the market
- OpenClassroom: This platform symbolizes the era of digital learning
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Summary and extracts
1 Market overview
1.1 Introduction and definition of the tutoring market
The tutoring market in France, also known as "shadow education" (or shadow education occupies an increasingly important place in the French educational landscape. This market encompasses all activities aimed at supporting pupils, whether in primary or secondary school, to help them improve their academic performance. This may involve private tutoring, homework help, courses during the school vacations, or even proofreading. Although this industry has existed in various forms for decades, it has grown considerably in recent years, fueled by the increasing demands of the education system and the pressure to succeed placed on students.
Tutoring has been around since the Thirty Glorious Years. More and more families were banking on academic success to ensure that their children benefited from the economic boom and advanced socially through long studies. They want their children to have a degree, and to be able to work in a profession that will guarantee them a higher standard of living than their own. As a result, more and more of them are seeking the services of private tutors to help them fill in the gaps and improve their results.
Since then, tutoring has grown steadily in France and around the world.
It's mainly high school students who use tutoring services, with strong demand in the run-up to exams such as the baccalauréat. However, it's important to note that in the majority of cases, it's parents who initiate the process. They want to give their children the best possible chance of success, and are prepared to invest in a wide range of often expensive services to achieve this goal. This distinction between the customer, i.e. the pupil, and the demander, i.e. the parents, is essential tounderstanding the workings and dynamics of the market.
In 2008, the sector experienced a major crisis due to scandals linked to dubious hiring methods and incompetent teachers, which had a negative impact on operators' image.Faced with this crisis of credibility, a number of operators, including Anacours and Cours Legendre, embarked on Qualicert certification procedures aimed at regaining a positive, qualitative image.
The year 2020, however, put the resilience of this market to the test, with successive confinements and school closures. These circumstances changed families' expectations and forced companies to adapt quickly. School reforms and the cancellation of competitions and exams have disrupted the habits of students and parents alike. Yet by 2021, the sector had bounced back by reinventing itself, thanks in particular to the rise of EdTech (educational technology) and online platforms. These innovations now make it possible to offer flexible, accessible and often more personalized tutoring solutions, which has helped to boost the market.
The tutoring market is currently growing in France, and by 2023 will account for almost 12% of the French school-going population.the positive dynamics of the tutoring market have also encouraged new companies to enter the market, such as O2, a specialist in personal assistance.
1.2 The global tutoring market
In ****, the global private tutoring market was estimated at $***.* billion, and is expected to grow strongly at a CAGR of *.*% per year, reaching around $*** billion by ****.
Global tutoring market World, ****-****, in billion dollars Source: ****
The global tutoring market is highly dynamic and promising. It is expected to grow by nearly ...
1.3 The national market, dominated by the informal sector
The national tutoring market in France is rather difficult to estimate, not least because of the importance ofinformal activity. Indeed, the vast majority of students who use tutoring services (***) do so through acquaintances or students who are not part of a company or organization. This undeclared activity would therefore constitute the ...
1.5 Interview with Shannon Picardo, founder of SchoolMouv
Marine: Welcome to the Niche, the podcast that analyzes the niche market with the entrepreneurs who are shaking things up. I'm Marine and I work at Businesscoot, the start-up that's dusting off market research. Before you start, subscribe to our podcast on Spotify and Apple Podcast. And now for today's niche: ...
2 Demand analysis
2.1 Factors driving demand for tutoring
Education: a priority
According to IFOP, education is seen as the *ᵉ priority for the French in ****.
Priority themes for the French in **** France, ****, in % Source: ****
Indeed, this priority given to education and the desire of parents to give the best possible education to their children as shown by the high percentage ...
2.2 Profile of students/parents who use tutoring services
Student profiles
Students taking tutoring courses all have different profiles. They can be divided into different categories.
Students with learning difficulties: some take private lessons to fill gaps in certain subjects. They often have specific needs and want personalized help. Students preparing for exams: some students take courses to prepare for ...
2.3 Typology of demand
We can segment the demand according to the subjects requested for tutoring.
Below, we can see the graph that represents the subjects where academic difficulties are encountered.
Subjects with academic difficulties France, ****, in Source: ****
At the same time, we can analyze the subjects in which children and parents wish to use ...
3 Market structure
3.1 Market overview
The following diagram shows the value chain of the tutoring market in France
Source: ****
The tutoring market is a dynamic sector. This can be seen in the graph below, which shows a steady increase in the number of employees in the sector. In particular, the number of employees rose by more ...
3.2 A distribution system often based on franchises
The tutoring market is distributed either physically or digitally.
Today, most tutoring is done face-to-face, but the digital channel is gradually gaining in importance in the market. Most often, teachers go to their students' place of work to teach. In some cases, group sessions are organized in a public space.
School ...
3.3. State expenditure on tutoring
We can analyze the structure of spending per child on education between the various players.
Structure of domestic education expenditure by initial financer France, ****, as % of GDP Source: ****
We can therefore see that the State plays an important role in financing education in France.
Below is a quantitative analysis of average ...
4 Offer analysis
4.1 Market overview
The tutoring on offer is relatively standardized: generally speaking, lessons last around 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 ...
4.2 Market prices
In France, tutoring teachers generally earn between €** and €** per hour.
Private tuition provided by students is charged around €** to €** on average, but the range is wide, making it difficult to estimate a reference price. Acadomia, for example, charges around €** per hour. New players such as Kartable are determined to gain market ...
4.3 An evolving offering
Challenges in the tutoring market
High school reform
The reform of the lycée and baccalauréat could result in a loss of revenue for the tutoring industry, as the changes could render certain tutoring methods obsolete. Indeed, the reform aims to better prepare students for the professional world by directing ...
5 Regulations
5.1 Regulations
Tax credits and benefits
First of all, the **** Borloo law authorized private tuition providers to deduct from their income tax **% of the sums spent on certain home services, including tutoring. This measure was intended to reduce informal work in this sector. In March ****, the tax credit was extended to online ...
6 Positioning the players
6.1 Segmentation
- Domia Group (Acadomia)
- Superprof
- Clevermate
- Anacours
- OpenClassrooms
- Complétude Groupe
- Pythagore Education
- Knowunity
- EvidenceB
- Sherpas
- Octonum
- Trouvtonprof
- Study Success
- Soft Kids
- AlphaAcadémie
- Holy Owly (Albert group)
- Stewdy
List of charts presented in this market study
- The global mentoring market
- Priority themes for the French in 2023
- Criteria for choosing a school for your child
- Changes in student academic levels over the past decade
- Trends in the rate of mistrust in schools
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Latest news
French Tech: conquering China, Superprof's crazy challenge - 29/01/2024
- The target market is China, a market of over 1 billion people with a rapidly rising middle class.
- Superprof is a platform that connects private tutors with students.
- Superprof has joined forces with Tencent to comply with China's domestic data hosting regulations.
- Superprof operates in fifty countries.
- Superprof has made sixteen acquisitions to facilitate its international development.
- Superprof has forecast sales of 42 million euros in 2023, and plans to achieve 100 million euros in revenues by 2025.
- The company is self-financed, and Superprof plans to launch its service in China in mid-February.
- Superprof discontinued its activity in South Korea due to the difficulty of breaking into this market.
From Besançon, Holy Owly launches a fun way to learn maths - 15/09/2023
- Albert to take over the small company at the end of 2022
- Application aimed at: 6-10 year-olds
- Albert Junior application used by: over 500,000 families in Sweden and the Nordic countries
- Number of Holy Owly employees: 15
- Holy Owly sales in 2022: 1 million euros.
From Vannes, AlphaAcadémie offers teachers the chance to sell their courses on the Internet - 05/09/2023
- The number of teachers and part-time employees in the French education system: around 800,000 teachers and 80,000 part-time employees.
- Cost of a teacher's subscription to AlphaAcadémie: 9.90 euros.
- Purchase price of courses on the platform: from 20 to 50 euros.
- Commission charged by the platform on these transactions: 10%.
- AlphaAcadémie launch date: September 2022.
- User target for the following year: 400 to 500 contributors.
Soft Kids, helping schoolchildren improve their psychosocial skills - 04/09/2023
- According to the PISA study, French students rank : - 62nd out of 65 in confidence in their ability to succeed. - 62nd out of 65 for anxiety. - 58th out of 65 in perceived control of success. - 53rd out of 65 in openness to problem-solving. - 49th out of 60 in student collaboration.
- Soft Kids seeks to improve the psychosocial performance of young people, and offers its services via applications available in two languages, dedicated to primary and secondary schools.
- In 2023, the company won a call for expressions of interest "Innovation in school form" as part of the France 2030 plan.
- Soft Kids will be offering its solutions in eight académies, mainly for school dropouts.
EvidenceB raises 4 million euros to combat early school leaving - 01/12/2022
- The company, in association with Docaposte, wins a contract from the French Ministry of Education to provide support in math and French for secondary school pupils
- This concerns 800,000 students
- 2 million contract
- Docaposte, a subsidiary of La Poste, is an IT publisher specializing in the professional exchange of digitized documents, with sales of €550 million.
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the tutoring market | France
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