Exam Preparation and Tutoring Market Report 2025

The exam preparation and tutoring market size has grown strongly in recent years. It will grow from $68.08 billion in 2024 to $72.09 billion in 2025 at a compound annual growth rate (CAGR) of 5.9%. The growth in the historic period can be attributed to education system trends, high-stakes examinations, parental aspirations and involvement, competitive college admissions, globalization and language proficiency.

The exam preparation and tutoring market size is expected to see strong growth in the next few years. It will grow to $88.81 billion in 2029 at a compound annual growth rate (CAGR) of 5.4%. The growth in the forecast period can be attributed to remote and online learning trends, emphasis on skill-based education, changing testing formats, government initiatives and educational policies, rise of lifelong learning. Major trends in the forecast period include adaptive learning technologies, technological advancements in education, personalized learning platforms, gamification of learning, collaborative learning platforms.

The growing academic competition is anticipated to drive the expansion of the exam preparation and tutoring market in the future. As educational standards improve and more students compete for a limited number of college admissions and scholarship opportunities, there is increasing pressure on learners to perform well academically. This competitive atmosphere encourages both students and parents to seek additional help through tutoring services that can enhance academic performance and improve test scores. For instance, according to Data Science for Everyone, a coalition promoting data science education, participation in the AP Data Science Challenge - a competition for high school students to develop critical data science skills - rose from 2,500 in 2023 to 9,000 in 2024. Therefore, the rising academic competition is driving growth in the exam preparation and tutoring market.

The growth of online learning is projected to propel the exam preparation and tutoring market in the coming years. Online learning refers to an educational approach that uses the internet and digital technologies to deliver content and facilitate interactive engagement. Exam preparation and tutoring services are employed to improve student understanding, offer personalized support, and enhance academic performance through targeted assistance in an online environment. For instance, data from the National Center for Education Statistics, published in January 2024, indicates that over half of U.S. students, 53%, were enrolled in at least one online course during the 2022-23 academic year. Consequently, the rise of online learning is fueling the growth of the exam preparation and tutoring market.

Technological advancements are emerging as a prominent trend in the exam preparation and tutoring market, with companies introducing new technologies to create innovative products and maintain their market positions. As an example, in March 2022, Vedantu, an India-based tutoring platform specializing in academic tutoring services, unveiled the Whiteboard Audio Video Environment (W.A.V.E. 2.0), an advanced online learning platform. The W.A.V.E. platform leverages artificial intelligence and machine learning to assess over one hundred parameters in real-time, leading to enhanced student engagement, teaching effectiveness, and learning outcomes. This technology offers precise insights through features such as face recognition, content analysis, whiteboard usage analysis, verbal interaction analysis, doubt analysis, tone analysis, sentiment analysis, and other advanced techniques. According to the company, this patented technology is expected to revolutionize the learning process and performance evaluation.

Leading companies in the exam preparation and tutoring market are concentrating on the development of innovative courses, specifically preparation courses, to navigate new exam formats and establish a competitive advantage. A preparation course is a structured program designed to enhance knowledge and skills in a specific subject or for a particular purpose, such as exams or professional development. For example, in July 2023, UWorld, a US-based e-learning company, introduced its Digital SAT preparation course tailored for the new digital format of the exam. Accessible on various devices, the course incorporates a question bank with nearly 1,000 questions to replicate the real Digital SAT experience. Using performance-based learning technology, the platform provides progress assessment, targeted practice, and detailed explanations. The updated Digital SAT includes dynamic questions, reducing test duration and improving accessibility with customizable accommodations. UWorld's product stands out as one of the first to adapt to the evolving SAT format, offering students effective preparation for the updated exam.

In February 2023, Study.com LLC, a US-based tutoring company focused on online learning, completed the acquisition of Enhanced Prep for an undisclosed amount. The strategic goal behind this acquisition is for Study.com to broaden its scope in delivering high-dose tutoring services. By integrating its online platform with Enhanced Prep's exceptional tutoring services, Study.com aims to offer personalized learning on a large scale. Enhanced Prep, the acquired company, is a US-based virtual tutoring company that specializes in exam and test preparation.

Major companies operating in the exam preparation and tutoring market include Pearson plc, TAL Education Group, McGraw Hill Education Inc., Cengage Learning Holdings II Inc., Kaplan Inc., Varsity Tutors, The Princeton Review, Sylvan Learning LLC, Chegg Inc., Tutor Doctor International Inc., Catapult Learning LLC, Wyzant Inc., C2 Educational System Inc., Kumon North America Inc., TPR Education IP Holdings, Tutor.com Inc., Preply Inc., GradeStack Learning Pvt. Ltd., Barron's Educational Series Inc., Mathnasium LLC, TakeLessons, Ambow Education Holding Ltd., BenchPrep, Club Z! Tutoring Services, Skooli Inc., ArborBridge Inc., Manhattan Prep, Magoosh, Tutoring Club LLC, Houghton Mifflin Harcourt Publishing Company, Wiley Education Services.

North America was the largest region in the exam preparation and tutoring market in 2024. Asia-Pacific is expected to be the global exam preparation and tutoring market report fastest-growing region in the forecast period. The regions covered in the exam preparation and tutoring market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the exam preparation and tutoring market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Exam preparation and tutoring involve teaching or instructing to improve student performance, following standardized instructions. These services help build critical thinking abilities, increase confidence, and improve subject comprehension through personalized learning experiences.

In the realm of exam preparation and tutoring, the primary types of tutoring encompass structured tutoring and on-demand tutoring. Structured tutoring involves a teaching methodology where a tutor imparts organized and systematic instruction to a learner in a specific subject or skill. The tutoring styles within this category include test preparation services and subject tutoring services. Various types of course duration services fall under these, such as test preparation services and subject tutoring services, catering to diverse end-users, including K-12, higher education, and corporate or professional training.

The exam preparation and tutoring market research report is one of a series of new reports that provides exam preparation and tutoring market statistics, including exam preparation and tutoring industry global market size, regional shares, competitors with a exam preparation and tutoring market share, detailed exam preparation and tutoring market segments, market trends and opportunities, and any further data you may need to thrive in the exam preparation and tutoring industry. This exam preparation and tutoring market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The exam preparation and tutoring market includes revenues earned by entities by providing test preparation and tutoring services, educational courses, and educational material. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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