Online education has taken a pause as students and teachers have returned to in-person learning. While Sensor Tower Store Intelligence data shows a decline in Education app installs in 2022, Education app revenue continued to grow significantly, reaching $274 million in the United States in Q2 2022. In the newly released State of Education Apps in the U.S. report, our analyses cover School Communication, Language, and Kids Education app download and revenue trends.
In Q2 2022, Education apps saw 79 million U.S. downloads, a 7 percent year-over-year decrease. Despite this decline in adoption, Education app revenue was up 183 percent when compared to Q2 2019. In Q2 2022, Duolingo was the No. 1 Education app in terms of downloads and revenue. The app was responsible for a significant proportion of revenue growth seen by the Education category.
Language became the top Education subcategory in the first eight months of 2022, gaining four points in market share compared to 2021. The subcategory’s growth was primarily due to Duolingo’s success. Language, Kids Education, and Studying Tool were the top three Education app subcategories in 2022 by U.S. consumer spending, with only a seven percentage point difference in market share between each subcategory. Although apps in the Kids Education subcategory such as Kiddopia and Epic led Education apps in 2020, the subcategory’s growth has since plateaued while other subcategories saw continued growth.
ABCmouse.com, a subscription-based digital education program, was the No. 1 Kids Education app by revenue in the U.S. The program benefited from well-timed campaigns by ramping up its ad spend with the arrival of the COVID-19 lockdown in the U.S. In March of 2020, ABCmouse.com spent more than $6 million; its creatives highlighted app features and month long free trials, enticing parents who were concerned about their children’s education.
The return of in-person learning has transformed the landscape of Education apps in the U.S. Although adoption for the category overall has declined, there are still opportunities for growth as shown by a few subcategories that are seeing an uptick trend in downloads and revenue.
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