Language Instruction in the US - Market Research Report (2014-2029)
New York, United States
Last Updated: June 2024
NAICS 61163Revenue
$2.0bn
Past 5-Year Growth
Profit
$XX.Xm
Employees
30,461
Businesses
14,521
Wages
$XXX.Xm
Language Instruction in the US industry analysis
Since 2019, language instructors have recovered from unprecedented challenges but remain under pressure from fierce external competition. The COVID-19 pandemic brought border closures that severely disrupted language instruction by cutting demand from international students and consumers preparing for travel abroad. The pandemic-induced drop in immigration weighed on language instructors more, as immigrants heavily rely on in-person language instruction to quickly learn English and find employment. The reopening of borders revitalized exchange student programs, international travel and immigration, enabling language learning centers to generate revenue growth. Still, amid the industry's recovery, a labor shortage led to skyrocketing wages that cut profit in half.
Trends and Insights
- External competition is limiting language instructors' revenue. The success of mobile apps like Duolingo and Babbel has siphoned away enrollment at in-person language instruction centers.
- Spanish is the most common language taught in the US. There are many Spanish speakers in the US, so consumers often learn Spanish in K-12 and college to better communicate with their Hispanic neighbors. Growing interest in other languages is leading to fewer enrollments in Spanish programs.
- The West has the most language instructors. The heavy presence of metropolitan areas and major corporations has attracted foreign workers and made the region very diverse. The diversity of the population translates to a heightened demand for language instruction, especially in English.
- Consumers are price-sensitive. Language instruction centers with solid reputations can sometimes justify higher attendance prices, but potential students generally will choose the school that’s easier on their wallets.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 0.3 % over the past five years, to reach an estimated $2.0bn in 2024.
Trends and Insights
Closed borders significantly disrupted language instruction, but recovery has made up for pandemic-era headwinds
- Language instruction centers benefit from a base of international students, who generate revenue by enrolling in the industry's Intensive English Programs (IEPs). However, the COVID-19 pandemic froze previously steady growth in the number of international students as border closures suspended exchange programs and canceled study abroad plans.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
External competition will continue to mute language instructors' growth
- The language learning app Duolingo has been reporting massive year-over-year gains in revenue through the current period, indicating changes in consumer preferences that are set to continue over the next five years.
Biggest companies in the Language Instruction in the US
| Company | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Graham Holdings Co | 1,376.3 | 180.9 | 13.1 | |
Rosetta Stone Inc. | 103.9 | -10.3 | -9.9 |
To view the market share and analysis for all 2 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including English, Spanish and French. English is the largest segment of the Language Instruction in the US.
Trends and Insights
Spanish courses are sinking as a share of revenue
- Spanish is a staple of K-12 classrooms in the US because of its proximity to many Spanish-speaking countries and the prevalence of Spanish-speaking immigrants and descendants of immigrants. Many consumers take Spanish lessons as tutoring for classes they're currently enrolled in.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Software Publishing in the US
- Translation Services in the US
Complementors
- Community Colleges in the US
- Public Schools in the US
- Colleges & Universities in the US
International industries
- Language Instruction in Canada
- Art and Non-Vocational Education in Australia
- Art and Non-Vocational Education in New Zealand
Table of Contents
About this industry
Industry definition
Language instructors offer language classes ranging from conversational skills for personal enrichment to intensive training courses for career or educational opportunities. Schools teach a wide variety of foreign languages and English as a Second Language (ESL) courses.
What's included in this industry?
English language instructionOther language instructionSign language instructionCompanies
Graham Holdings CoRosetta Stone Inc.Purchase this report to view all 2 major companies in this industry.
Related Terms
INTENSIVE ENGLISH PROGRAM (IEP)OUTBOUND TOURISMBLENDED LEARNINGIndustry Code
NAICS 61163 - Language Instruction in the US
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
External competition is limiting language instructors' revenue. The success of mobile apps like Duolingo and Babbel has siphoned away enrollment at in-person language instruc...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Spanish is the most common language taught in the US. There are many Spanish speakers in the US, so consumers often learn Spanish in K-12 and college to better communicate wi...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
The West has the most language instructors. The heavy presence of metropolitan areas and major corporations has attracted foreign workers and made the region very diverse. Th...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each state
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each state in 2024
- Number and share of revenue each state accounts for in 2024
- Number and share of wages each state accounts for in 2024
- Number and share of employees in each state in 2024
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Consumers are price-sensitive. Language instruction centers with solid reputations can sometimes justify higher attendance prices, but potential students generally will choos...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Graham Holdings is acquiring other companies. Most of the companies Graham Holdings is buying aren’t industry-relevant, though, and the landscape isn’t expected to change.
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Graham Holdings Co's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Rosetta Stone Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
Detailed analysis
- Description and key data for Graham Holdings Co, and factors influencing its performance in the industry
- Description and key data for Rosetta Stone Inc., and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Language schools need to follow state guidelines. Language instructors operate largely free of industry-specific federal oversight, as states regulate what credentials and li...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Pandemic-era challenges and skyrocketing wages cut profit in half. A 2020 drop in revenue left language instructors especially vulnerable to the massive wage surge in 2021. E...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Industry Multiples (2017-2022)
- Industry Tax Structure (2017-2022)
- Income Statement (2017-2022)
- Balance Sheet (2017-2022)
- Liquidity Ratios (2017-2022)
- Coverage Ratios (2017-2022)
- Leverage Ratios (2017-2022)
- Operating Ratios (2017-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
- US Census Bureau
- US Bureau of Labor Statistics
- US International Trade Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Language Instruction in the US industry in United States in 2024?
The market size of the Language Instruction in the US industry in United States is $2.0bn in 2024.
How many businesses are there in the Language Instruction in the US industry in 2024?
There are 14,521 businesses in the Language Instruction in the US industry in United States, which has declined at a CAGR of 0.7 % between 2019 and 2024.
Has the Language Instruction in the US industry in United States grown or declined over the past 5 years?
The market size of the Language Instruction in the US industry in United States has been growing at a CAGR of 0.3 % between 2019 and 2024.
What is the forecast growth of the Language Instruction in the US industry in United States over the next 5 years?
Over the next five years, the Language Instruction in the US industry in United States is expected to grow.
What are the biggest companies in the Language Instruction in the US market in United States?
The biggest companies operating in the Language Instruction market in United States are Graham Holdings Co and Rosetta Stone Inc.
What does the Language Instruction in the US in United States include?
English language instruction and Other language instruction are part of the Language Instruction in the US industry.
Which companies have the highest market share in the Language Instruction in the US in United States?
The company holding the most market share in United States is Graham Holdings Co.
How competitive is the Language Instruction in the US industry in United States?
The level of competition is moderate and increasing in the Language Instruction in the US industry in United States.
