EDUTAINMENT MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024 - 2031)
Global edutainment market is estimated to be valued at USD 3.61 Bn in 2024 and is expected to reach USD 7.82 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 11.7% from 2024 to 2031.
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With the continual adoption of advanced technologies like augmented and virtual reality, the gaming industry is focused on developing educational games. Major players are investing in research and development to come up with innovative products that blend learning and entertainment. Furthermore, the rising popularity of mobile-based learning among both kids and adults has boosted the demand. Investments by companies in developing interactive experiences using technologies such as VR/AR/MR ((AR), Mixed Reality (MR), and Virtual Reality (VR)) and artificial intelligence are expected to open new avenues for marketers. Educational institutions and centers are also increasingly deploying edutainment activities as part of their curriculum to make learning more engaging.
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Insights, by Product Type: Hybrid contributes the highest share of the market owing to its versatility and engagement for all ages
In terms of product type, the hybrid segment is estimated to hold the highest share of the market of 40.3% in 2024 due to its ability to engage both children and adults. Hybrid products blend physical interactive elements with online and digital content to create fully immersive learning experiences. This allows the content to adapt based on the user's needs, maintaining engagement for both young children and older audiences.
Insights by End User: Children segment contributes the highest share of the market owing to ongoing emphasis on developmental learning
In terms of end user, the children segment is estimated to hold the highest share of the market of 37.5% in 2024.. This is due to continued efforts by parents, educators, and industry professionals to introduce developmentally-appropriate learning activities at a young age.
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Regional Analysis: Global Edutainment Market
Dominating Region: North America
North America is expected to account for the greatest revenue share, with 40.3% in 2024. In North America, the dominance in the edutainment market can be attributed to favorable government policies that promote education through entertainment. Major players from the region such as ABCmouse and LeapFrog Enterprises have established themselves as leading providers of edutainment content and platforms.
Fastest-Growing Region: Asia Pacific
The Asia Pacific region exhibits the fastest growth in the edutainment market owing to a large population and rapid economic development in key markets such as China, India, and Southeast Asian countries. Rising disposable incomes have increased spending on recreational and learning activities for both children and adults.
Edutainment Market Outlook for Key Countries
U.S.: The edutainment market in the U.S. continues to be driven by technological innovation and an emphasis on hands-on learning approaches.
China: Edutainment market in China has been spurred by increasing internet penetration along with government encouragement of edutainment as a means to supplement primary education.
India: Edutainment market in India continues to lead in the mobile edutainment segment, supported by affordable devices and low-cost internet. Players like BYJU’s cater to different age groups with gameplay that blends factual knowledge with entertainment.
U.K.: Edutainment market in the U.K. sees demand for edutainment among children as well as working professionals pursuing lifelong learning and skill development.
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Top Strategies Followed by Global Edutainment Market Players
Established players in the global edutainment market focus heavily on research and development to introduce innovative products. Industry leaders like Lego, Hasbro, and Mattel invest over 5% of their annual revenue in R&D. This allows them to develop immersive learning solutions incorporating cutting-edge technologies like augmented and virtual reality. These companies also form strategic alliances with technology giants to enhance their product capabilities. For instance, in December 2020 Lego has partnerships with Apple and Google to integrate their construction toys with mobile apps and games.
Mid-sized players aim to capture the cost-sensitive segment through affordable offerings. They partner with local manufacturers in developing countries to benefit from lower production costs. Companies like Goliath and VTech provide budget-friendly interactive toys and games priced 20-30% lower than major brands. Such players have also collaborated with educational institutions to tailor their products to different curriculum standards worldwide.
Small startups specialize in niche areas overlooked by larger competitors. Many focus on science, technology, engineering, art and math (STEAM) topics like coding, electronics, and robotics through do-it-yourself kits. Others develop inclusive toys catering to special needs children. To gain traction, these companies leverage social media marketing and sign agreements with school districts or child development centers to pilot their innovative solutions.
Emerging Startups in the Global Edutainment Market
Many startups are contributing innovative technologies like artificial intelligence and augmented reality. Mobo Robotics creates AI-powered educational robots that interact with children through voice and touch. Craft Robotics produces DIY robotics kits where students assemble robots and code their behavior. These technologies can enhance learning outcomes through personalized and hands-on experiences.
Several startups focus on sustainability through eco-friendly materials. Pleo produces educational toys featuring recycled plastic and plant-based components. Origami Robot has developed a low-cost robot made entirely from waste cardboard recovered from factories. Such sustainable solutions help companies stand out while reducing the industry's environmental footprint.
Some startups address niche needs overlooked by bigger players. LabOtary builds science lab equipment and experiments for home use, democratizing access to skills usually developed in classrooms. Autcraft creates assistive technologies like adaptive toys, communication boards and sensory aids for children with special needs.
In October 2023, Greatify, which was earlier known as Teachze, made many new launches at DIDAC India 2023 to enable the use of AI as a smart tool to develop an accessible learning platform. These were launched with the focus of managing the complete spectrum of an educational institute.
In June 2023, Merlyn Mind launched its series of large language models (LLMs), aimed to be exclusively used by the education sector. It is set to provide educators and learners an authentic generative experience of AI.
StoryToys, a subsidiary of Team17 Group, in collaboration with Marvel Entertainment, agreed to expand its deal in order to make public the 'Marvel HQ' application in May 2023. This application, according to the developers, is designed for families and kids. It comes with entertaining and developmentally appropriate games, films, illustrations, novels, comic books, and virtual characters from the Marvel Universe for children between 4 and 7 years of age.
A digital portal, KKR Alternatives Unlocked, was launched in January 2024 by KKR with the aim of providing financial advisers and their clients with improved access to the alternative investment market. The portal offers a wide variety of resources for individual investors and financial advisers.
Key Takeaways from Analyst
Global edutainment market is expected to witness significant growth driven by rising disposable incomes, increasing internet and smartphone penetration, and growing awareness about developmental benefits of edutainment. Edutainment providers are leveraging digital technologies like virtual reality and augmented reality to offer immersive learning experiences to kids. North America currently dominates the edutainment sector due to high technology adoption.
While the opportunities are plenty given the large untapped consumer base, edutainment players need to address key challenges like high developmental costs of interactive games and apps. Lack of online payment options and digital infrastructure can also restrain market growth in underdeveloped regions.
Edutainment Market Report Coverage
| Report Coverage | Details | ||
|---|---|---|---|
| Base Year: | 2023 | Market Size in 2024: | US$ 3.61 Bn |
| Historical Data for: | 2019 To 2023 | Forecast Period: | 2024 To 2031 |
| Forecast Period 2024 to 2031 CAGR: | 11.7% | 2031 Value Projection: | US$ 7.82 Bn |
| Geographies covered: |
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| Segments covered: |
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| Companies covered: |
Kahoot, ABCmouse, Curiosity Stream, LeapFrog Enterprises, Inc, BYJU’s, Duolingo, Nickelodeon, Tynker, Minecraft Education Edition, and Roblox Education |
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| Growth Drivers: |
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| Restraints & Challenges: |
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Market Driver - Growth in gaming industry
The gaming industry has witnessed tremendous growth over the past few years with emergence of virtual reality and advanced gaming technologies. Young consumers especially are spending more and more time engaging with video games on various platforms. Many gaming companies are coming up with innovative concepts that combine gaming experience with learning. Edutainment companies have recognized this opportunity to leverage gaming popularity for delivering educational contents in an enjoyable manner. Products and services that integrate gaming elements such as challenge levels, points system, rewards etc. with curriculum-based learning are gaining widespread acceptance.
Market Challenge - Lack of infrastructure for VR implementation
One of the key challenges being faced by the global edutainment market is the lack of sufficient infrastructure for effective implementation of virtual reality (VR) based learning. While VR offers immense potential to enhance the learning experience through interactive simulations and virtual field trips, most education institutes and edutainment centers across developing nations do not have the necessary high-speed internet connectivity, hardware and software requirements for deploying VR solutions.
Market Opportunity - Collaborations with education institutes
Global edutainment market has seen significant growth in recent years driven largely by the expansion of the gaming industry. As interactive and immersive games become more widespread and sophisticated, gamers are looking for titles that can provide an engaging and entertaining experience while also helping to develop skills. According to World Economic Forum survey data, future students will need to develop skills like complex problem solving, critical thinking and creativity more than ever before to thrive in the job marketpost-2030.
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About Author
Monica Shevgan is a Senior Management Consultant. She holds over 13 years of experience in market research and business consulting with expertise in Information and Communication Technology space. With a track record of delivering high quality insights that inform strategic decision making, she is dedicated to helping organizations achieve their business objectives. She has successfully authored and mentored numerous projects across various sectors, including advanced technologies, engineering, and transportation.
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