What's Happening in the Russian EdTech Market: 2024 Results and 2025 Expectations

Contents:

• Complicated, but not dramatic: how 2024 went for adult EdTech
• Industry trends can be described in four abbreviations: AI, B2B, FOSS and IT
• What should the adult EdTech market expect in 2025
• Successful, but not without difficulties: what was 2024 like for children's EdTech
• What trends do children's EdTech representatives expect from 2025
• What is happening in the language learning segment and what to expect in 2025

Difficult, but not dramatic: how 2024 went for adult EdTech

We conducted a survey on the current state The adult EdTech segment was held to identify current trends and needs. The adult education sector is rapidly developing, and new technologies play a key role in this process. Participants noted that online courses and self-study platforms are becoming increasingly popular, providing access to high-quality knowledge anytime and anywhere. Furthermore, adaptive learning technologies allow for tailoring individual student needs, making learning more effective. Another important aspect is the integration of professional skills and knowledge, which contributes to increased competitiveness in the labor market. We continue to monitor changes in this field and collect expert opinions to better understand the future development directions of EdTech for adults.

• Dmitry Krutov, founder and CEO of Skillbox;
• Ilya Kurmyshev, CEO of Yandex Praktikum;
• Marianna Snigireva, CEO of the educational platform Netologiya;
• Pavel Moseykin, CEO of the Ultimate Education holding company.

Skillbox Media experts note that sharp declines have been avoided in 2024, but significant breakthroughs are also not observed. Dmitry Krutov described the current year as a period of competition for the attention, time, and resources of an adult audience. Marianna Snigireva emphasized the ongoing stagnation and described the year as another difficult stage of survival for EdTech companies. Ilya Kurmyshev noted slow and uneven market growth throughout 2024, as confirmed by quarterly reports from Smart Ranking analysts. Therefore, the current situation requires EdTech companies to be flexible and adapt to changing market conditions.

Dmitry Krutov and Marianna Snigireva attribute the lack of significant growth to the current economic situation. Economic factors such as market instability, inflation, and declining consumer demand impact business development and limit growth opportunities. These circumstances create difficulties for many companies, which also impacts their ability to expand and implement new initiatives. Amid economic uncertainty, many entrepreneurs are forced to reconsider their strategies, which also impacts growth dynamics.

• High key rate. This means that education is becoming increasingly expensive for Russians (note: even before, few people could afford expensive courses, including vocational training, even on credit).
• Changes in the labor market. On the one hand, historically low unemployment is having an impact. "This has a significant impact on demand for IT professions and people's desire to change jobs or acquire new skills," says Marianna Snigireva. On the other hand, incomes are rising in a number of blue-collar jobs that don't require complex professional training. "In a number of blue-collar jobs, such as couriers and drivers, earnings can reach 300,000 rubles during the holiday season. This is changing long-term prospects: the opportunity to make a quick buck may outweigh the complexity of building a career in IT, which requires training and long-term professional growth. "Attempts to jump straight into IT without preparation often lead to disappointment," explains Skillbox CEO.

Ilya Kurmyshev notes that the slow and uneven market development has motivated companies to seek out innovative solutions. This has allowed some to enter new segments, opening up additional opportunities for business growth and development. In an unstable environment, a creative approach to work and adaptation to changing market conditions become important.

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The socio-demographic profile of a typical EdTech student is an important aspect for understanding the needs and preferences of online education users. These are primarily young people aged 18 to 35 seeking to gain new knowledge and skills to improve their competitiveness in the labor market.

EdTech students most often have a higher education or are in the process of obtaining one. They actively use digital technologies and the internet, making online learning convenient and accessible for them. Most students work or freelance, emphasizing their desire to combine education and career.

Typical EdTech students also show interest in various fields, including IT, business, marketing, and creativity. They value flexibility and a personalized approach to learning, which makes online courses particularly attractive. Moreover, many of them actively use social networks and forums to share experiences and obtain additional resources.

Thus, understanding the socio-demographic profile of EdTech platform students allows course developers and educational institutions to better tailor their offerings and create more targeted content.

According to the CEO of Yandex Praktikum, companies that have achieved significant market positions have increased their share by leveraging their existing audience. This audience ensures repeat sales and contributes to user growth through personal recommendations. Pavel Moseykin also confirms this trend, noting that Ultimate Education places special emphasis on increasing repeat sales and working with existing students. Focusing on regular customers not only helps retain them but also attracts new users through positive experiences and reviews.

At the current stage of development, the Russian EdTech market is seeing qualitative growth in existing niches and a revision of the market paradigm with an emphasis on increasing profits. Market players are striving to increase business margins and are focusing on working with current students, for whom online education has become an important part of their daily lives. This trend highlights the importance of adapting to new conditions and the needs of the educational process, which in turn contributes to the development and sustainability of the industry.

Dmitry Krutov emphasizes that EdTech is beginning to engage with those who are not yet ready to learn but are already considering developing their skills and abilities. This is an important step in the educational sector, as it allows for increased attention to learning and stimulates interest in new knowledge and skills.

The industry is facing a new challenge, which also represents a strategic direction. This direction allows companies to better understand user needs and build long-term relationships with them. It is gratifying to see that this strategy is becoming a standard in the market.

Despite the active use of television advertising by major brands, mass-market accessible solutions for optimizing marketing costs have not yet been developed. Companies continue to search for effective methods to promote their products and services, notes Marianna Snigireva. This highlights the need for innovative approaches to advertising that can reduce costs and improve the effectiveness of marketing campaigns.

Reading is an important aspect of our lives that contributes to the development of thinking, broadening horizons and improving communication skills. Books, articles, and other materials help us gain new knowledge and ideas. Regular reading not only enriches our inner world but also has a positive effect on our emotional state.

Exploring various literary genres and topics allows everyone to find something of interest. Reading not only entertains but also inspires, prompting reflection and new achievements. It is also a great way to improve vocabulary and grammar skills.

Remember the importance of choosing quality sources of information. Pay attention to reputable publications and reviews to gain reliable and up-to-date knowledge. Read books, articles, and blogs on topics that interest you, and make reading an integral part of your life.

Russians have become more actively pursuing career development, which is reflected in an increased interest in training and professional development. In a constantly changing labor market and high demands from employers, many citizens realize the importance of lifelong learning. This pursuit of professional growth encompasses both traditional forms of learning, such as courses and training, and online education, which has become more accessible thanks to digital technologies. Thus, there is a clear trend toward Russians increasingly viewing education as a necessary tool for career success. This year, the online education market did have some reasons to celebrate. Pavel Moseykin noted that Ultimate Education's pre-IPO was a real breakthrough for the industry, as it was the first time this had happened. In December, the company raised 565 million rubles and was awarded the EdTech Awards' Event of the Year award. The holding's CEO emphasizes that this success demonstrates growing investor interest in the online education industry. He is confident that this event will create new opportunities not only for students, partners, and the company's team, but for the entire market.

Industry trends can be summarized in four acronyms: AI, B2B, FOSS, and IT

In 2024, one of the key topics in EdTech will be artificial intelligence and its impact on the educational process. Companies are actively exploring the potential of using AI to personalize learning and optimize educational processes. The CEO of Netology emphasizes that the implementation of AI can significantly improve the quality of education. The head of Skillbox notes that artificial intelligence has already changed the face of education: AI teachers have emerged, and marketing and sales processes in educational institutions have become more automated. According to him, the use of AI in teaching has doubled teacher productivity, which is confirmed by statistically significant results in Skillbox. In addition, AI shows high potential in attracting students, especially at the sales stage, which opens up new horizons for educational companies.

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Using artificial intelligence The duration of training can be reduced by one-third. AI helps optimize educational processes, allowing teachers and students to focus on more important aspects of learning. Automation of routine tasks and adaptive learning platforms make the learning process more efficient and personalized. This not only saves time but also improves the quality of material absorption, ultimately leading to a deeper understanding of the subject matter. The use of artificial intelligence technologies in educational institutions opens new horizons for students and teachers, improving overall learning outcomes.

Experts unanimously confirm that the forecast for the industry's focus on the B2B segment, open source software (OSS), and higher education in 2024 has come true. Dmitry Krutov emphasizes that B2B and formal education have become the main drivers of growth. "We set ambitious goals and attracted almost 500 students to the first cohort of the Digital College. This result is of great significance for the entire EdTech market. "It confirms the potential of formal education in the digital environment and serves as a benchmark for other participants," he notes. This success underscores the importance of investing in education and innovative approaches to learning, opening up new opportunities for development in EdTech.

At the beginning of 2024, the Russian Association of Digital Innovations in Education (RACI) and the Union of Directors of Secondary Specialized Educational Institutions of Russia signed a cooperation agreement. This agreement is aimed at developing digital technologies in the educational process and improving the quality of education in secondary specialized educational institutions in Russia. The joint efforts of both organizations will facilitate the implementation of innovative solutions and improve educational standards, which, in turn, will ensure a higher level of training for specialists for the country's economy.

The CEO of Ultimate Education emphasizes EdTech's active collaboration with secondary and higher vocational education institutions, leading to the creation of joint educational programs. This year, the company launched two large master's programs in partnership with MIP and RANEPA and intends to continue developing this area. In turn, Yandex Praktikum opened enrollment in 2024 for seven master's programs developed jointly with leading universities such as ITMO, TSU, MISIS, FinU, and RANEPA. New programs are planned for 2025, demonstrating growing interest in joint education in technology.

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Data on the most popular online higher education programs was recently published. These programs attract students due to their accessibility and flexibility. Online education allows students to study at a convenient time and in a comfortable environment, making it especially attractive for working people and those who want to combine studies with other responsibilities. Growing interest in online programs is also driven by the demands of the modern labor market, where skills and qualifications are paramount. As a result, more and more educational institutions are offering a variety of online courses and specializations that meet student needs and professional requirements.

According to SEO Netology, higher education is experiencing stable growth, as new educational programs are being launched. However, new market participants are virtually nonexistent. Regarding the prospects for secondary vocational education (SVE), Marianna Snigireva expresses caution: "Despite much talk, significant success in the market has not yet been achieved. There are isolated attempts to create new-format colleges, but there is no large-scale trend in the development of this segment." The main problem is that complex regulatory conditions hinder the development of this area.

The B2B segment is experiencing active growth, which confirms Marianna's expert opinion. Almost all companies have begun to target this market. However, B2B sales volume remains relatively low compared to B2C. This points to untapped potential and an opportunity for further development in the business-to-business sector.

Regarding continuing professional education (CPE), it is worth noting that, despite forecasts made last year, industry representatives report no significant decline in demand for IT courses. This demonstrates stable interest in educational programs in the field of information technology.

IT courses continue to occupy a leading position among those looking to change professions. The market still sees a shortage of IT specialists at various levels, which makes them in demand by employers. This segment is the largest in the field of continuing professional education. In my opinion, the share of IT courses will increase with the increase in the number of IT professions and specialties requiring knowledge of digital technologies. This is especially relevant in the context of the use of artificial intelligence.

In 2024, Yandex Praktikum is seeing high demand for courses in programming, data analysis, and front-end development. According to company representatives, interest in these areas continues to grow, indicating a growing need for qualified IT specialists.

Dmitry Krutov notes that the popularity of IT courses remains, but against this backdrop, new areas are developing, such as neural networks and biohacking, which are attracting the attention of users. These new areas of knowledge are becoming increasingly relevant and in demand, creating competition for traditional IT courses. Interest in neural networks is due to their extensive capabilities in automation and data analysis, while biohacking attracts the attention of those who seek to optimize their health and physical performance. Thus, the educational course market continues to evolve, reflecting modern trends and user needs.

What should the adult EdTech market expect in 2025

The development prospects for EdTech in 2025, like this year, will largely depend on factors beyond the control of market participants, such as the key interest rate and other external circumstances. If conditions remain stable, several key events and trends can be identified that the industry will focus on. First and foremost, adaptive learning technologies are expected to actively develop, enabling the creation of individualized educational programs. Artificial intelligence will also continue to be integrated into educational platforms, improving learning effectiveness. A key aspect will be growing interest in online education, which will facilitate greater access to high-quality educational resources for a wider audience. Of course, attention will be paid to improving the user experience and developing new content formats that meet the modern requirements of students and teachers. In recent years, the EdTech sector has been awaiting government regulation, which promises significant changes in the market. Although significant changes were predicted for this year, they have not yet materialized. Marianna Snigireva notes that dialogue at the government level is ongoing, and gradual changes can be expected in the coming years. However, the exact timeframes, such as whether changes will occur in 2025, remain uncertain.

The market is currently striving for self-regulation, and Dmitry Krutov highlights the widespread implementation of unified quality standards, which will be implemented jointly with educational institutions, among expectations for the coming year. Importantly, certain steps in this direction have already been taken in 2024. For example, Skillbox and HSE University announced the development of a new standard, and experts from OTUS and other organizations shared their findings. The implementation of such standards will improve the quality of educational programs and train specialists who meet the modern requirements of the labor market.

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Unified standards for assessing the quality of online courses: research results

The quality of online courses is becoming increasingly is a hot topic in the educational environment. With the growing number of available courses, it is important to have clear criteria for evaluating their effectiveness. In this study, we examined possible uniform standards that can help determine the quality of online learning.

The first aspect of evaluation concerns course content. A high-quality course should be based on current scientific evidence and practical experience. It is important that the materials are structured and easy to understand, and also include a variety of formats (video lectures, text materials, assignments).

The second important criterion is interaction with the instructor and feedback. Effective online courses ensure regular communication between students and instructors, which promotes deeper learning.

The third aspect is the use of technology. High-quality online courses should use modern platforms and tools that ensure ease of learning, accessibility of materials, and the ability to independently monitor progress.

Furthermore, it is necessary to take into account feedback from course participants. Collecting and analyzing student opinions allows for an objective assessment of educational quality and identifies areas for improvement.

Ultimately, uniform standards for assessing the quality of online courses should include content, interaction, technology, and feedback. These criteria will help both course developers and students make informed choices in online education.

The lack of unified approaches to assessing product quality can even be a positive development, according to Netology's CEO. This is due to the fact that both the products themselves and consumer demands are constantly changing. Creating universal standards in such a context is becoming extremely challenging. Any attempt at unification currently risks being superficial and failing to meet real needs, as Marianna Snigireva emphasizes.

All experts interviewed for the study predict that the active implementation of artificial intelligence will continue in 2025. The importance of marketing is also emphasized, particularly in the context of finding more effective advertising channels and developing new promotion methods. Dmitry Krutov emphasizes the growth of influencer marketing, believing that the education sector will see the active promotion of teachers' personal brands. Increasing their recognition will help attract new audiences and strengthen student loyalty. It is important to note that the implementation of AI and the development of influencer marketing will create new opportunities for educational institutions and businesses in general.

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Personalization using neural networks currently seems like an unattainable task. However, in the coming years, the situation will change, and such personalization will become a reality. Neural networks are already demonstrating impressive results in data analysis and user behavior prediction. Their application in personalization is expected to significantly simplify the process of creating customized content and improve customer engagement. It is important to monitor technological developments, as they open new horizons for business and marketing.

The head of Skillbox believes that significant IPOs will take place in the near future, demonstrating companies' readiness to scale in the market. At the same time, the CEO of Yandex Praktikum believes that companies should not rely on external sources of financing and expects the primary focus to be on the profitability of EdTech products. Similarly, the CEO of Netology emphasizes that companies will focus on improving operational efficiency and reducing costs, which will be key to maintaining competitiveness and surviving in the new economic reality. In a changing market, a focus on sustainability and profitability is becoming especially relevant for educational technologies. Experts predict promising areas in 2025 in the B2B, higher education, and secondary vocational education (SVE) segments. In continuing professional education (CPE), stable demand is expected in the B2C segment, particularly in digital professions and retraining. This is due to government initiatives to shape the digital economy requiring qualified specialists. Marianna Snigireva notes that the number of educational institutions may decline, as explosive growth is not expected unless unexpected changes occur. Ilya Kurmyshev also points to a trend of consolidation in EdTech holdings, where almost half the market belongs to five large ecosystems that are actively expanding and acquiring new assets. This trend, in his opinion, will continue in the future.

Successful, but not without challenges: what 2024 was like for children's EdTech

Skillbox Media experts assessed the outgoing year in the field of children's online education. This year, there was a significant increase in interest in digital educational platforms, which is associated with the increased integration of technology into the educational process. Online education for children has become more accessible and diverse, offering a wide range of courses and programs adapted to different age groups and interests.

The pandemic has contributed to the acceleration of the digitalization of the educational process, and many parents have begun to realize the benefits of online learning. This has allowed children to develop skills in a convenient format, as well as gain access to high-quality resources and materials. As a result, there is a constant increase in the number of users and participants in various online programs.

It is expected that online education for children will continue to develop in the future, providing even more opportunities for learning and development. Innovative technologies, such as artificial intelligence and virtual reality, will be actively introduced into the educational process, which will make it more engaging and effective.

• Mikhail Soldatov, co-founder of the educational platform for preparing for the Unified State Exam "Umskul";
• Andrey Sizov, CEO of the online school "Foxford";
• Ekaterina Molchanova, Product Director of the educational platform "Uchi.ru".

Experts unanimously predict that 2024 will be a successful year for the children's EdTech segment. However, Andrey Sizov noted that there is a general slowdown in market growth compared to previous years, when development was more dynamic and natural. Increased competition has also become a significant factor, particularly in the home school sector, where both new players and companies previously focused solely on supplementary education are entering the market. It is important to note that interest in educational solutions remains strong in both the school and supplementary education segments, with demand in the school segment still predominating. Parents are increasingly making informed decisions when choosing educational platforms, focusing on the successful completion of the school curriculum. At the same time, there is growing interest in additional programs such as programming, 3D modeling, foreign language learning, and soft skills development. Parents are willing to invest in these additional courses to enrich the core educational process. This demonstrates a desire to provide their children with a competitive advantage in the modern world. Experts note that the main trend of the outgoing year is an emphasis on the quality of educational products. The head of the Foxford online school emphasizes that companies striving for long-term sustainability focus on customer retention, which contributes to the quality of their offerings and stimulates market growth. The growing number of participants in the educational sector is forcing everyone to consider quality standards, and in this regard, the children's and adult segments have much in common. High-quality educational products are becoming a key factor in market competitiveness, reinforcing the importance of investing in the development and improvement of educational solutions. New standards for evaluating online educational products are expected to emerge next year. The Umskul platform, in collaboration with the HSE Institute of Education, has developed an innovative model that is already undergoing an audit. As Mikhail Soldatov noted, Umskul plans to present the results of this audit to a wider audience in early 2025. The main goal of this project is to create a transparent evaluation system that will allow EdTech companies to confirm their reliability and will make it easier for parents and children to choose high-quality educational solutions. This will be an important step in the development of online education, providing access to verified information and increasing trust in educational products.

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The Russian EdTech market is seeing a variety of growth strategies that companies are using to achieve success. Key areas include the implementation of innovative technologies, tailoring content to user needs, and expanding partner networks.

Companies are actively using online platforms to create interactive educational experiences, which helps attract more users. Localization of educational products is also an important aspect, helping to meet the needs of local audiences.

Furthermore, many EdTech startups seek collaboration with educational institutions and corporate clients, which opens up new opportunities for growth and development. Using analytics and user feedback allows companies to quickly respond to market changes and improve their offerings.

Thus, growth strategies in the Russian EdTech market focus on innovation, tailoring to specific needs, and strategic partnerships, which contribute to the sustainable development of the sector.

The future will tell to what extent other companies will respond to the call to join the new system. The co-founder of UmSkul emphasizes the observed trend of market consolidation with the aim of lobbying for common interests in the industry. Developing uniform quality standards will likely become an important focus of this process.

Mikhail Soldatov noted a significant slowdown in YouTube this year. This video hosting service has become an important tool for EdTech companies, which have used it both for educational purposes and to promote their products. A slowdown in the platform may impact the effectiveness of marketing and training, requiring companies to adapt their strategies.

What trends do representatives of children's EdTech expect from 2025?

In adult EdTech, experts are unanimous in identifying areas with high growth potential, but in the children's market segment, the opinions of representatives of different companies diverge. They highlight various promising areas that can contribute to the development of educational technologies for children. This diversity of opinions underscores the dynamism and diversity of the children's EdTech market, where each area has its own unique opportunities and challenges.

• Additional education for preschoolers and primary school students. "The penetration rate in these areas is lower compared to middle and high school. Although demographic factors currently don't favor this scenario, we don't rule out significant growth in the supplementary education segment due to technological advancement," comments Andrey Sizov. Ekaterina Molchanova cites the launch of services that allow for a child's knowledge assessment and the identification of problem areas before entering first grade as an important area in this segment. "This will create a seamless educational process, where parents will receive a clear picture of their child's level of preparation, and first-grade teachers can create an individualized learning plan based on their strengths and weaknesses," she explains. School education for grades 5–11. However, according to Ekaterina Molchanova, the main growth area is the school curriculum beginning in fourth grade, as from this point on, the importance of academic performance increases, as children must pass the All-Russian Assessment (VPR). Then, as the program becomes more complex, the need for additional educational support increases even further. At the same time, Ekaterina adds, the focus should be on engaging products—those that help children maintain (or cultivate) a love of learning, not just prepare well for exams or tests. It's also important to remember teachers—they're also a target audience, and they need accessible digital solutions.
• Secondary vocational education. "There is a feeling that children's EdTech has room to fit into this segment," notes Mikhail Soldatov.

The prospects for online schools in secondary vocational education remain promising. Given the growing demand for flexible learning formats and the digitalization of educational processes, online schools can offer convenient and accessible solutions for students. The transition to distance learning allows for a wider student reach, ensuring access to quality education regardless of location.

Furthermore, online schools can adapt their programs to current labor market demands by implementing modern technologies and teaching methods. This promotes more effective learning and increases graduates' competitiveness.

Considering the above, online schools represent a promising tool for obtaining secondary vocational education that meets modern societal challenges and demands.

Experts have identified key trends that, regardless of the specific area, will have a significant impact on the children's EdTech segment in 2025. These trends will help shape educational technologies that improve the learning process and develop children's skills. It is important to consider that innovations in education will be aimed at creating more interactive and personalized learning formats, which will help children better absorb knowledge and develop critical thinking. The integration of new technologies, such as artificial intelligence and virtual reality, is expected to form the basis for the creation of engaging content and adaptive educational platforms.

In modern education, as in other areas, artificial intelligence is actively used. Mikhail Soldatov emphasizes that the Umschool platform has already implemented AI algorithms that help track student progress. Foxford similarly uses these technologies to improve the educational process. Andrey Sizov predicts that by 2025, the number of AI-based products will increase significantly. This opens up new opportunities for more personalized and effective learning.

Artificial intelligence platforms are becoming increasingly attractive to adults seeking effective learning tools for their children. Ekaterina Molchanova noted that the results of a joint study by Uchi.ru and Zen confirm this trend: 70% of schoolchildren's parents believe that AI helps save time searching for and processing information, and 14% of parents note a reduction in the cognitive load on their children thanks to the use of such technologies. Thus, the integration of AI into the educational process can significantly improve the quality of learning and enhance the effectiveness of material assimilation.

Children's EdTech continues to evolve, actively exploring new marketing tools and channels. Mikhail Soldatov emphasizes the importance of developing proprietary media on popular platforms such as Telegram and YouTube, as well as exploring alternative resources, including VK Video, Rutube, and Zen. Andrey Sizov, in turn, highlights key tools for the coming year, including brandformans—a combination of performance marketing and branding—and the active development of partnerships. These strategies will help children's educational technologies effectively engage audiences and increase their competitiveness. Companies will once again face the need to raise prices due to inflation. Nevertheless, Mikhail Soldatov expresses confidence that the market will continue to grow. This demonstrates positive trends despite the economic challenges. Price increases may be temporary, but there is still potential for development and improvement in the market situation.

What's happening in the language learning segment and what to expect in 2025

At the end of 2023, market experts predicted that in 2024, demand in the language EdTech segment would remain at the same level, but its nature would change. People will learn languages ​​with a focus on specific practical tasks, such as preparing for an interview or emigrating. This trend emphasizes the importance of targeted training and adapting educational programs to the needs of users.

Annual revenue for 2024 has not yet been disclosed. However, according to Smart Ranking, there was a slight decline in revenue in the language segment in the third quarter, amounting to 6.7%.

We conducted a survey among participants in the language market segment, ready to share their opinions on the trends of 2024 and the reasons for the revenue decline. Participants identified key development areas and outlined factors influencing financial results.

Polina Taube, COO of the linguistic platform ProgressMe, notes that one of the key reasons for the decline in revenue in the industry is declining household incomes, especially in regions experiencing economic instability. However, strong companies were able to not only maintain their positions but also accelerate their growth rates by the end of 2024 compared to the previous year. This shows that smart strategies and adaptation to changing market conditions can lead to successful development even in a challenging economic environment.

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A small online language school that has managed to find its niche With its unique format and innovative teaching methods, the school has become a shining example of a successful approach to language teaching. This school stands out thanks to its innovative teaching methods, individualized attention to each student, and emphasis on the practical application of language in real-world situations.

Since its founding, the school has focused on creating a comfortable and inspiring atmosphere for language learning. The curriculum includes interactive classes, using modern technology and materials, which promotes high levels of student engagement. The uniqueness of the format lies in the combination of live communication and the flexibility of an online format, allowing students to study anytime and anywhere.

The school also actively uses social media and platforms to share experiences and build community, which helps strengthen student motivation and maintain interest in language learning. This approach not only makes the learning process more engaging but also promotes better retention.

This example demonstrates that even a small online language school can succeed if it finds its unique niche and offers students what they are looking for.

Dmitry Krutov, founder and CEO of Skillbox, notes that the decline in revenue in the online education segment, including online English schools, is due to changes in the economic and technological landscape. These changes affect the supply and demand of educational services, requiring companies to adapt to new market conditions.

Today's economy is increasingly focused on Eastern markets, leading to a significant increase in interest in learning Chinese. We are seeing a tenfold increase in demand for courses and programs related to the Chinese language, which is pushing the traditional focus on English into the background. Changes in the approach to learning English are expected to become noticeable between 2025 and 2027. A key factor in this process is the development of simultaneous translation technologies. Modern devices and automated systems for translating content, such as films and YouTube videos, are gradually reducing the need for language proficiency to solve basic problems. This opens up new opportunities for language learning and adapting to a changing world. Polina Taube notes a noticeable increase in interest in learning rare foreign languages, including Serbian, Arabic, and Vietnamese. In 2024, the forecast for a shift in demand for languages ​​toward their practical application in solving specific problems was realized. This includes preparing for interviews, emigration, and professional development. The increasing popularity of these languages ​​indicates the need to study them for successful integration into the international environment and increased competitiveness in the labor market.

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Teaching foreign languages ​​is constantly evolving, and In 2023, several key trends are changing approaches to language learning. One of the main trends is the use of artificial intelligence technology, which helps create personalized learning plans and improve language skills. Adaptive apps and online platforms are becoming increasingly popular, allowing students to learn at their own pace. Another important trend is the integration of gamification into the learning process. Game elements make lessons more engaging and motivate students to achieve new heights in language learning. This not only helps maintain interest but also significantly improves retention of material. Also worth noting is the growing popularity of microlectures and short video courses, which allow for quick assimilation of information. This learning format is suitable for people with limited time and helps organize the learning process effectively. Social interaction is also becoming an important aspect. Online communities and language exchanges provide the opportunity to practice language in real-life settings, communicating with native speakers. This creates a natural language environment, significantly accelerating the learning process.

Focusing on intercultural communication and understanding cultural context is also becoming increasingly important. Students realize that language proficiency is not only about grammar and vocabulary, but also an understanding of the nuances of culture, traditions, and customs.

In conclusion, modern trends in foreign language teaching are aimed at creating a more interactive, personalized, and culturally oriented process, making language learning more accessible and effective.

Forecasts for 2025 in the language segment are also linked to the development of artificial intelligence. Expert Dmitry Krutov notes that the implementation of AI technologies in leading companies will be the main driver of progress in this field. This may lead to a stabilization of demand, as the use of AI assistants and adaptive tools makes the learning process more personalized and effective. For example, if someone needs to master key phrases and expand their vocabulary for a trip in 3-4 weeks, a combination of live tutoring and working with an AI assistant allows them to achieve this goal quickly and engagingly. Polina Taube focuses on the personalization of learning using AI, also highlighting several other important trends in this area.

• flexible formats and microlearning - the trend towards the popularity of short intensive courses and microlessons will continue;
• continued development of the B2B direction - companies will continue to invest in the language training of their employees.