The top 100 online education companies managed to increase their total revenue for the third quarter to 42 billion rubles, exceeding last year's figure by 12%. The main growth was achieved due to the popularity of artificial intelligence courses and related fields among users, according to a study by the analytical company Smart Ranking.
Synergy became the market leader in the third quarter with revenue of 6.9 billion rubles, a year-on-year increase of 43%. Due to the traditional surge in the higher education segment in July-September, its gap from other players increased significantly.
Skillbox Holding, owned by VK, came in second place with 3.3 billion rubles (5% growth). Skyeng follows, dropping from first to third place with 3.2 billion rubles (5% growth). Yandex Practicum increased its revenue by 11% for the quarter, earning up to 2.5 billion rubles in the online education market.
The children's education segment fell significantly from 16% in the second quarter to 9.4%, which is equivalent to 13.7 billion rubles. Also, the segment of additional professional education showed a slowdown from 10% to 6.3% (13.2 billion rubles) during the specified period.
The rate of attracting new audiences is lower than in previous years.
Despite a more balanced approach of consumers to the choice of educational programs, in particular more budget-friendly ones, which indicates a general decrease in purchasing power, the number of paying users is growing overall. For example, the Skillbox platform increased this figure by 20% in July-September, to 991 thousand.
Among AI training programs, the segments of machine learning, the demand for which increased by 60% compared to the second quarter, and data analysis (5%) showed the highest dynamics. First of all, this is the influence of seasonality - the third and fourth quarters are traditionally peak periods for education.
At the same time, macroeconomic factors continue to have a strong impact - a high key rate, a cooling labor market and restrained consumer expectations.
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