---
title: How to Survive in the Post-Covid Language Education Market
description: "\"Langtech\" as the umbrella description of the companies, people and programs that create or use technology to support or enable language instruction."
image: https://blog.learncube.com/hubfs/Imported_Blog_Media/covid+education+image.png
---

[Skip to content](https://blog.learncube.com/2020/10/how-to-survive-in-post-covid-language.html#main-content)

[![LearnCube logo wordmark -high res](https://blog.learncube.com/hs-fs/hubfs/Assets%20March%202022/LearnCube%20logo%20wordmark%20-high%20res.png?width=156&height=33&name=LearnCube%20logo%20wordmark%20-high%20res.png "LearnCube logo wordmark -high res")](https://www.learncube.com/)

- [Virtual Classroom](##) 
    - [Virtual Classroom Software Teach professionally with our online whiteboard, ESL content library and reliable video-conferencing.](https://www.learncube.com/virtual-classroom-software.html)
    - [Virtual Classroom For Teaching Languages Teach professionally with our online whiteboard, ESL content library and AI-teacher assistant.](https://www.learncube.com/virtual-classroom-for-teaching-languages.html)
    - [Online Whiteboard Whiteboard for online teaching with integrated content library and interactive tools made for teaching English and tutoring maths online.](https://www.learncube.com/online-whiteboard.html?q=languages)
    - [AI Teacher Assistant (Beta) Create personalised language exercises in seconds with just a few clicks (reading comprehension, fill-in-the-blanks and more).](https://go.learncube.com/ai-teacher-assistant)
    - [ESL Lesson Materials Modern content & curriculum (CEFR A1-C2 + Business) designed for teaching ESL, French and Spanish online.](https://go.learncube.com/esl-lesson-materials)
- [Online School Platform](https://www.learncube.com/online-school-software.html)
- [Enterprise](##) 
    - [Enterprise Solution Get to market fast and scale to 1000s of concurrent classes, improve operational efficiency and gain a competitive advantage.](https://www.learncube.com/enterprise-virtual-classroom.html)
    - [B2B Language Training Platform Turn-key solution for live online corporate training: class scheduling, payments, reporting, content, teachers.](https://www.learncube.com/corporate-language-training-platform.html)
    - [Virtual Classroom, SSO & Developer APIs Integrate our highly scalable APIs into your existing language teaching platform.](https://www.learncube.com/virtual-classroom-api-integrate.html)
    - [Whiteboard API Whiteboard for online teaching at high scale. Drag-and-drop images, draw, write on board online in real-time.](https://www.learncube.com/whiteboard-api-integrate.html)
- [Blog](https://blog.learncube.com/)
- [Support](https://support.learncube.com/en/)

[Sign in](https://app.learncube.com/app/login/) [Sign up, it's free](https://app.learncube.com/app/create/)

[Sign in](https://app.learncube.com/app/login/) [Sign up, it's free](https://app.learncube.com/app/create/)

# How to Survive in the Post-Covid Language Education Market

![](https://blog.learncube.com/hubfs/Imported_Blog_Media/covid+education+image.png)

**Admin** ![](https://blog.learncube.com/hubfs/Assets%20March%202022/Ellipse%20small.png)   
 October 30, 2020

- <https://www.facebook.com/sharer/sharer.php?u=https://blog.learncube.com/2020/10/how-to-survive-in-post-covid-language.html>
- <https://www.linkedin.com/shareArticle?mini=true&url=https://blog.learncube.com/2020/10/how-to-survive-in-post-covid-language.html>

[#Business of teaching online](https://blog.learncube.com/tag/business-of-teaching-online) [#online teaching](https://blog.learncube.com/tag/online-teaching) [#online tutoring](https://blog.learncube.com/tag/online-tutoring) [#online school](https://blog.learncube.com/tag/online-school)

How can we make sense of LangTech and the new emerging world of language education post-COVID19?

Michael\* had been successfully running a physical language school in Italy for several locations for over 20 years. On the 9th of March 2020, Italy went into lockdown. This meant that all of their current students and teachers were forced immediately to remain home and removed the possibility of any students travelling to attend the school. The impact on the school was devastating with a fall of 70% - 80% in enrollments. In the next 30 days, thousands of school owners around the world, like Michael, had to overhaul their entire operation and business model.

This has been a wild year with so much happening due to Covid-19. The next 3 to 6 months will be critical for many language schools. There is still a high likelihood that there will be further lockdowns, whether localised or countrywide, and there will be travel restrictions that can interfere with international students travelling into the country until a vaccine is implemented worldwide. 

 

[![](https://blog.learncube.com/hs-fs/hubfs/Imported_Blog_Media/covid+education+image-1.png?width=640&height=330&name=covid+education+image-1.png)](https://blog.learncube.com/hubfs/Imported_Blog_Media/covid+education+image-2.png)

 

 

### **Introducing LangTech**

This is the time that language schools are being forced to disrupt themselves, which is very difficult, but necessary to survive. Students will choose schools that provide a great experience both in-person as well as online. Schools will either adapt to the market or find it hard to survive the next 6 to 24 months. Teachers are either victims of the strategic direction of the school or contributors to it. If you are a language school owner or director, covid-proofing your organisation is essential. This implies entering the online language learning market in order to survive. 

 

Although online language education is new to many, the thing is, it is not new at all: its time has simply arrived. The market for online language learning is approximately USD $[5](https://www.statista.com/statistics/948857/digital-language-learning-global-market-size-language/) billion and growing around 15% - [20](https://www.technavio.com/report/digital-english-language-learning-market-industry-analysis)% per year. The online language education market was worth approximately $14 billion and grew 10% per year before Covid-19 hit; much faster than the market for in-person language education.

 

Covid-19 is still causing huge disruption in the world but early indicators suggest that it has been hugely negative for in-person language education companies but generally positive for prepared B2C online language education companies and likely positive for online corporate language learning companies in the medium to long-term. 

 

We were already seeing the emergence of so-called LangTech “unicorns” (private companies worth over $1 billion), including Duolingo and VIPKid, while decade-old brick-and-mortar language companies were declining, being consolidated/acquired or collapsing. In 2010, online language learning made just 3% of the worldwide market for language learning. It is now 6 times bigger and accounts for 18% of the market. These are also pre Covid-19 figures.

 

Well before Covid-19 set in, I was writing a book with my co-author Brian. In it, we describe the background, the current state and the future trends of the emerging online language learning industry, which we call "LangTech". 

 

We use "Langtech" as the umbrella description of the companies, people and programs that create or use technology to support or enable language instruction. 

 

### **LangTech Product Categories**

There are 3 main product categories in LangTech, each with its own product design choices, key industry players, and varying degrees of technology use:

 

- **Human-powered instruction:** Human-powered instruction is when a human being is the main driver behind the instruction delivered to the learner. While there is some “asynchronous” online instruction with learners getting feedback on their written language skills, the vast majority of human-powered online language instruction is “synchronous” (real-time communication between the teacher and student). Examples of this category include VIPKid, Lingoda and Italki. 
- **Machine-powered instruction:** Machine-powered instruction is where a machine or computer program is the main driver behind the instruction delivered to the learner. Language instruction is delivered through the digital interface and with no direct human involvement. These days, the interface may differ substantially - web application, mobile application, virtual reality headset, augmented reality screen - but the key idea remains the same: a self-study course. Examples of this category include Duolingo and Babbel. 
- **Mixed instruction:** Mixed instruction is a style of education in which students learn a language through combined human and machine-powered instruction. This model is particularly popular in the B2B sector of LangTech: Speexx, Learnlight, GoFluent, Babbel B2B and Rosetta Stone all follow a blended model. 

 

[![](https://blog.learncube.com/hs-fs/hubfs/Imported_Blog_Media/Human+machine+mixed+ven+diagram.png?width=400&height=244&name=Human+machine+mixed+ven+diagram.png)](https://blog.learncube.com/hubfs/Imported_Blog_Media/Human+machine+mixed+ven+diagram-1.png)

 

Over the next few blog posts in this series, we will be looking at each one of the product categories in depth, exploring their product design choices, and providing examples of several companies and what they are doing right. We will also look at where LangTech supporters (mostly technology enablers) and educators fit in, and provide a practical framework to help you make sense of where your (current or prospective) offering stands in the LangTech space.

 

For now, if you're interested in continuing the conversation, please comment below!

 

Footnotes:

\* Michael is not his real name. He preferred not to share his identity.  
\* Our interviews with language companies seemed to back up this optimism and since March 2020, we’ve had reports that indicate that the growth rate for B2C spiked between March and May 2020 in proportion to the hollowing out of the B2B language learning sector as businesses reduced training budgets.

 

 

##### Related Articles

<https://blog.learncube.com/scheduling-for-online-schools>

###### [Introducing LearnCube’s New Scheduling Feature for Online Schools](https://blog.learncube.com/scheduling-for-online-schools)

<https://blog.learncube.com/fundae-funding-guide-spain-online-language-schools>

###### [The Ultimate Guide to FUNDAE Funding for Language Businesses in Spain](https://blog.learncube.com/fundae-funding-guide-spain-online-language-schools)

<https://blog.learncube.com/ai-and-the-future-of-language-education-2025>

###### [AI and the Future of Language Education: What Do Your Peers Think Will Happen in 2025?](https://blog.learncube.com/ai-and-the-future-of-language-education-2025)

### Subscribe to LearnCube

## Popular articles

<https://blog.learncube.com/best-generative-ai-tools-for-teaching-english-online-0>

[#Business of teaching online](https://blog.learncube.com/tag/business-of-teaching-online), [#online teaching](https://blog.learncube.com/tag/online-teaching), [#virtual classroom](https://blog.learncube.com/tag/virtual-classroom)

[How to Create Quality English Materials for Teaching Online Using Generative AI](https://blog.learncube.com/best-generative-ai-tools-for-teaching-english-online-0)

<https://blog.learncube.com/save-time-and-tailor-your-teaching-how-chatgpt-can-generate-your-reading-comprehension-exercises>

[#online teaching](https://blog.learncube.com/tag/online-teaching), [#online tutoring](https://blog.learncube.com/tag/online-tutoring), [#virtual classroom](https://blog.learncube.com/tag/virtual-classroom)

[Save Time and Tailor Your Teaching: How ChatGPT Can Help With Reading Comprehension Classes](https://blog.learncube.com/save-time-and-tailor-your-teaching-how-chatgpt-can-generate-your-reading-comprehension-exercises)

<https://blog.learncube.com/the-case-for-and-against-language-teachers-setting-homework>

[#online teaching](https://blog.learncube.com/tag/online-teaching), [#online school](https://blog.learncube.com/tag/online-school)

[Homework: Does It Do More Harm than Good?](https://blog.learncube.com/the-case-for-and-against-language-teachers-setting-homework)

![pic_newsletter](https://blog.learncube.com/hubfs/Assets%20March%202022/pic_newsletter.svg)

## Be notifed of our new materials!

Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur.

#### Menu

- [Virtual Classroom](https://www.learncube.com/virtual-classroom-software.html)
- [Online Whiteboard](https://www.learncube.com/online-whiteboard.html)
- [Online School (LMS)](https://www.learncube.com/online-school-software.html)
- [Language School Software](https://www.learncube.com/language-school-software.html)
- [Developer API](https://www.learncube.com/virtual-classroom-api-integrate.html)
- [Pricing](https://www.learncube.com/pricing.html)
- [Support](https://support.learncube.com/)
- [Reseller Program](https://www.learncube.com/reseller-program.html)
- [Contact Us](https://www.learncube.com/contact.html)

#### Quick Links

- [What is a Virtual classroom](https://www.learncube.com/what-is-a-virtual-classroom.html)
- [What is an online whiteboard](https://www.learncube.com/what-is-an-online-whiteboard.html)
- [Virtual classroom software to teach English online](https://www.learncube.com/virtual-classroom-software.html)
- [Online school software](https://www.learncube.com/online-school-software.html)
- [Increase student enrollments](https://www.learncube.com/increase-language-school-enrollment.html)
- [Language School Marketing](https://www.learncube.com/category/language-school-marketing.html)
- [Teach English online](https://www.learncube.com/teach-english-online.html)
- [Blended learning for language schools](https://www.learncube.com/teach-english-online-using-blended-learning.html)
- [eLearning software for language education](https://www.learncube.com/teach-english-online-using-blended-learning.html)
- [Online Whiteboard API](https://www.learncube.com/whiteboard-api-integrate.html)
- [Virtual Classroom API](https://www.learncube.com/virtual-classroom-api-integrate.html)
- [Language School Software](https://www.learncube.com/language-school-software.html)

#### [Support](https://support.learncube.com/en/)

- [How to use the Virtual Classroom software](https://www.learncube.com/how-to-use-the-virtual-classroom-software.html)
- [How to use the teacher Dashboard to manage online classes](https://www.learncube.com/schedule-online-classes.html)
- [How to create recurring class schedules](https://www.learncube.com/recurring-class-schedule.html)
- [How to schedule an upcoming Virtual Class](https://www.learncube.com/how-to-schedule-a-virtual-class.html)
- [*User Guide*](https://support.learncube.com/)

#### Mobile Apps ![](https://blog.learncube.com/hs-fs/hubfs/Assets%20March%202022/i-button.png?width=20&name=i-button.png)

[![Chrome PWA Virtual Classroom App](https://www.learncube.com/images/icons/apps/pwa-icons-chrome-black.png) Chrome App](https://app.learncube.com/app/pwa-apps/)

#### [Recent Blog Posts](https://blog.learncube.com/)

- [Don't hibernate during the corona-crisis, innovate](https://www.learncube.com/during-the-corona-crisis-innovate.html)
- [How to teach online if your school has to close temporarily?](https://www.learncube.com/how-to-teach-online-if-your-school-has-to-close.html)
- [What is an online whiteboard?](https://www.learncube.com/what-is-an-online-whiteboard.html)
- [Virtual Classroom Update](https://www.learncube.com/virtual-classroom-whiteboard-update.html)
- [New to LearnCube Virtual classroom (July 2019 update)](https://www.learncube.com/virtual-classroom-update-july-2019.html)
- [What! Machines are outperforming humans on reading comprehension](https://www.learncube.com/break-through-education-ai.html)
- [Build or buy your own virtual classroom software](https://www.learncube.com/virtual-classroom-build-or-buy.html)
- [Free Buyers Guide to Online School Software](https://www.learncube.com/online-school-buyers-guide.html)
- [What is a Virtual Classroom?](https://www.learncube.com/what-is-a-virtual-classroom.html)
- [When Free is just too expensive](https://www.learncube.com/free-teaching-software.html)
- [10 free tools to start your live online English classes](https://www.learncube.com/10-free-tools-to-start-your-live-online-English-classes.html)
- [Trends transforming the business of teaching English](https://www.learncube.com/trends-transforming-the-business-of-teaching-english.html)
- [Where in the world to teach live virtual classes online?](https://www.learncube.com/where-in-the-world-to-teach-live-virtual-classes-online.html)
- [Online Whiteboard API](https://www.learncube.com/whiteboard-api-integrate.html)
- [Why we built a Virtual Classroom specifically for teaching online.](https://www.learncube.com/benefits-of-virtual-classroom-for-teaching-online.html)
- [Why online group classes result in better outcomes than 1:1 online tutoring.](https://www.learncube.com/why-teach-group-classes-online.html)
- [*All Blog Posts*](https://blog.learncube.com)