The global tutoring market has grown significantly, with the industry valued at $110.2 billion and expected to grow at a CAGR of 7.1% to reach $177.6 billion by 2026. This increase is due in particular to rising disposable incomes in Asia. Despite this, the tutoring sector in France has faced challenges in adapting to new regulations, particularly with the 2021 baccalauréat reform suggesting a potential 25% drop in sales for industry leader Acadomia. In addition, the French market has seen steady expansion through to 2020, although much of this is attributed to informal tutoring. In terms of consumer behavior, French families spend an average of 1,500 euros a year on tutoring, with a strong bias towards paid tutoring if financial means allow.

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, threatening traditional providers. The sector is also benefiting from government support through tax credits, including for online courses from March 2020. Overall, the market is highly dynamic, with new digital entrants capitalizing on the trend towards digitization and traditional companies diversifying their offerings to maintain their dominant position

Review of trends and influences in the French tutoring sector

The French tutoring market has observed a considerable growth trajectory over the years, weathering the consequences of a credibility crisis triggered by the scandals of 2008. The market, which includes tutoring services such as subject-specific courses, homework help and preparation courses, sees the greatest demand at high school level, often initiated by parents on behalf of their pupils. Companies have sought to improve their image through Qualicert certification, as illustrated by providers such as Anacours and Cours Legendre. In recent years, the market has flourished, with projections showing an estimated value of several hundred million euros. The trend is underpinned by the growing demand for home tutoring, which by 2020 will concern around one million students in France.

Despite the reform of the baccalaureate in 2021, which some feared would reduce the need for tutoring due to changes in the importance of the baccalaureate tests, the market is expected to remain strong. Students' academic shortcomings and technological advances favoring access to online courses contribute positively to this outlook. An impressive proportion of the French population seems to question the equality of opportunity offered by its education system, with around 60% believing that it does not guarantee equal academic success. It is against this backdrop that a majority of French parents, if they had the financial means, would consider paying for tutoring for their children, with 65% inclined to do so. Despite some skepticism about the added value of paid services compared to free tutoring, the trend remains towards a substantial willingness to invest in one's child's education.

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.

On the supply side, market leaders such as Acadomia dominate with significant revenues of several million euros, holding half the market share in recent times. Nevertheless, the landscape is changing due to the rise of digital platforms and informal tutoring, which together pose competitive threats to established entities. The informal market, mainly facilitated by social relationships and often more affordable, occupies a substantial share of the market, with some estimates suggesting that it accounts for between 70% and 80% of overall activity.

Key players in the sector

The tutoring market is a constantly evolving panorama that has developed considerably over the years. This landscape is shaped by established brands, digital disruptors and emerging players, each making unique contributions to the industry. Here's a look at the main players that dominate the sector:

  • Acadomia: With a market share of half in France in 2018, Acadomia is a titan in the field. It is known for its wide range of services that cater to nearly 100,000 students a year. Despite the challenges posed by informal competition and digital alternatives, Acadomia perseveres by focusing on quality and a diversified offering that has ensured its prominent status.
  • Complétude: Another traditional market player, Complétude, has carved out a place for itself. It offers personalized tutoring services that have resonated with a large number of families, consolidating its presence as the preferred provider for those seeking to improve their academic standards.
  • Superprof: On the digital front, Superprof is emerging as a new entrant that has caught the attention of both students and tutors. Its innovative platform functions as a vast marketplace, connecting educators and learners in a variety of subjects, responding to the modern consumer's desire for flexibility and choice.
  • Clevermate: Clevermate is an entity that attempts to bridge the gap between the formal and informal markets. It has set up a system where tutors, usually students, can register to offer their services. The platform guarantees quality and security, charging a commission while offering an organized alternative to ad hoc tutoring arrangements.
  • Anacours: As a traditional entity and franchisor, Anacours plays a dual role in the market. It franchises entrepreneurs and offers a wide range of tutoring services, from helping struggling high school students to preparing candidates for demanding post-baccalaureate programs.
  • Cours Legendre: Known for its high-quality services, Cours Legendre is a major market player offering a wide range of tutoring options. Its prices reflect the high-end nature of its offerings, catering to those seeking first-rate educational support.
  • OpenClassroom: This platform symbolizes the era of digital learning, attracting users with its online courses that offer flexibility and a modern approach to education. It has gained popularity with students who prefer to learn at their own pace and convenience.

The tutoring market is a dynamic mix of traditional businesses, franchises and disruptive digital companies, each jostling for market share and dominance.

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Summary and extracts

1 Market overview

1.1 Presentation and definition of the tutoring market

The tutoring market, also sometimes called "shadow education", covers all activities aimed at students (primary and secondary education) to help them improve their academic level : private or group lessons in specific subjects, homework help for primary school students, vacation courses, correction of papers.

It is at the high school level that students most often request tutoring and studies show that parents are the ones who, in most cases, initiate the process. A distinction is made between the client (the final recipient of the service: the student) and the applicant (the parents).

In 2008, the sector experienced a major crisis due to scandals related to dubious hiring methods and incompetent teachers that negatively impacted the image of the operators.

Faced with this crisis of credibility, many operators, including Anacours and Cours Legendre, have initiated Qualicert certification procedures in order to regain a positive and qualitative image.

The tutoring market is currently growing in France and the tutoring segment provided by companies such as Acadomia will be worth several hundred million euros by 2020. The positive dynamics of the tutoring market have also prompted new companies to enter the market, such as o2, a subsidiary of the Oui Care group, which had a turnover of more than 230 million euros in 2019.

Also noteworthy is the popularity of home tutoring activities, which involved approximately one million students in France in 2020.

The reform of the Baccalaureate in 2021 could be detrimental to companies that provide tutoring services, because as Acadomia director Philippe Coleon points out, the Baccalaureate exams are less important than in previous years, whereas it is for this exam that tutoring is most popular with parents. In fact, he estimates that Acadomia will experience a 25% drop in sales in 2021. However, the tutoring market still has a bright future ahead of it, as we note that there are still many students with academic deficiencies and that, with the various technological advances, the possibility of taking home courses online is developing rapidly.

1.2 The global tutoring market

Global tutoring market Global, ****-****, in billion dollars Source: ****

In ****, the global private tutoring market size was estimated at $***.* billion. The market is expected to grow strongly at a CAGR of *.*% per annum, reaching $***.* billion by ****. This growth is primarily driven by Asia, where higher disposable incomes are driving increased demand ...

1.3 The national market: An expanding market somewhat slowed down by the informal market

French tutoring market France, ****-****, in billions of euros Source: ****

The French tutoring industry experienced a major crisis from **** to ****, followed by stable growth until ****. In ****, the French tutoring market was estimated to be worth approximately * billion euros. With an average annual growth rate of **% since ****, France has established itself as ...

1.4 Tutoring in the face of Covid-19

The crisis in covid-** has inevitably had an impact on the tutoring market: most tutoring is done at home and focuses on work done at school. However, many students experienced a prolonged interruption of classes, due to difficulties in attending classes - when they could be maintained - and lack of ...

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 eager to change the rules of the game. I'm Marine and I work at Businesscoot, the startup that's renewing market research reports. Before we get started, subscribe to our podcast on Spotify and Apple ...

2 Analysis of the demand

2.1 The profile of the French tutoring consumer

The big picture

According to a BFMTV article, the tutoring market was estimated to involve * million students in ****. In the same year, it is estimated that one in three high school students and one in five middle school students are receiving tutoring. In addition, the average number of hours of tutoring ...

2.2 State spending on education on the rise

Increased spending on education

Government spending on education France, ****-****, in billions of euros Source: ****

The graph above represents total education-related spending by the government between **** and ****. In ****, the French government spent ***.* billion euros on education. There has been some increase in spending on education between **** and **** and this increase in ...

2.3 Household spending on tutoring

Household spending on education France, ****-****, in billions of euros Source: ****

**% of parents of students who say they use in-school tutoring say they pay nothing, while **% of them say they pay more than €*** for in-school tutoring. On average, according to the IFOP study, parents of students who use in-school tutoring ...

3 Market structure

3.1 Market Overview

Typology of the different types of tutoring

A highly concentrated market

Revenues of the main companies in the tutoring sector France, ****, in millions of euros Source: ****

The French market for tutoring services is highly concentrated: in ****, Acadomia accounted for **% of the French market with a strong market leadership position. Each year, ...

3.2 A distribution system often based on franchise systems

The big picture

Distribution is either physical or digital: today, tutoring is mainly face-to-face, but the digital channel is slowly gaining importance in the market. Most often, teachers go to their students' workplaces to teach. In some cases, group sessions are held in a public space.

The franchise model

A significant ...

3.3 The informal market

In the field of tutoring, the informal market is a strong component of the market, representing a major problem for the incumbents and for any player trying to tackle the tutoring market. The CEO of Acadomia, for example, claims that it is his worst competitor[***]. The informal sector, although impossible to ...

3.4 L'essor des acteurs de la EdTech

Des levées de fonds importantes

Évolution des levés de fonds dans les start-ups France, ****-****, en milliards d'euros Source: ****

Depuis ****, l'investissement dans les start-ups françaises ne cesse de croître pour atteindre *,** milliards d'euros en ****. En ****, l'investissement dans les start-ups qui appartiennent au secteur de la Edtech ...

4 Analysis of the offer

4.1 Overview of the market offer

The offer of tutoring is relatively standardized: in general, classes last about one hour, take place every week, mostly at the student's home. The support lasts up to several months, with a greater concentration in the period before the exams.

the different options available in the tutoring market are as ...

4.2 Prices on the market

In France, tutoring teachers generally earn between ** and ** € per hour. Private tutoring 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 share ...

4.3 An evolving offer

Strategies to respond to parental distrust In France, parents and students have the impression that French education is deficient, anxiety-provoking and uncompetitive: First, the education system is perceived as highly unequal and producing "difficulties" for the student: "We are, among the developed countries, the one whose school elite is proportionally the ...

5 Regulation

5.1 Regulations

Tax credit and tax benefits

First, the **** Borloo law allows individuals who use private tutoring to deduct from their income tax **% of the amount spent on certain home-based services, including tutoring. This measure was intended to reduce informal work in this sector.

In March ****, the tax credit is extended to online ...

List of charts

  • Global tutoring market
  • Reasons for using tutoring
  • If you had the financial means, would you use tutoring for your child(ren)?
  • Do you think that paid tutoring is more effective than free tutoring?
  • State spending on domestic education
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Latest news

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.
Math tutoring with Octonum - 07/04/2023
  • The average level of mathematical skills in France has been falling for almost forty years.
  • Octonum, founded in 2022, launches Octomap, a revision tool available in early May (pre-order).
  • The after-school market is extremely competitive, between traditional vacation notebooks and new online edtech.
  • Octonum is banking on the "phygital" model, combining a printed medium with a mobile application.
  • Incubated at the University of Limoges, Octonum is initially targeting the second grade.
  • The first Octomap box contains 20 fold-out cards (concepts and exercises) and 250 short educational videos in augmented reality, accessible via QR code.
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.
Knowunity, Revyze or Brainly These edtechs take their inspiration from social networks to help students revise - 30/11/2022
  • 4.7 million users in seven European countries
  • Target: 10 million users
  • The start-up, which has just raised 2 million euros

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Domia Group (Acadomia)
Complétude Groupe
Pythagore Education

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