The market for textbooks, either in their traditional print format or in emerging digital formats, has evolved markedly in recent years, but not smoothly. Recent developments in the US higher education market signal continuing challenges for content providers.
Outsell’s Digital Textbooks: The Appearance of Tipping Points report examines the way in which the textbook market has changed over the past two years and forecasts anticipated market change over the coming five years. In addition, it discusses major opportunities and challenges not only for the largest textbook publishers, including Pearson, Cengage Learning, and McGraw-Hill Education, but also for emerging players. Outsell’s “10 to Watch” in the textbook market includes:
- Determined disruptors like OpenStax and Smart Sparrow, delivering solutions which change business models or support new pedagogical approaches to online learning.
- Edtech stabilizers like Flat World, EdBooks, Perusall, and zyBooks, which intend to use well-established textbook adoption models and/or work with traditional textbook publishers to deliver technology-enhanced versions of existing print textbook products.
- Aggregators, including platform providers VitalSource, Kortext, and RedShelf, that host content from multiple publishers and increasingly deliver this content using technology, which enables these platforms to provide a compelling alternative to whole course solutions.
This report is key to understanding the global market for textbooks, a critical space for all of the largest incumbent educational providers.
Outsell applied its proven mix of expertise and proprietary data to establish our view of this market. We conducted a series of 18 interviews with textbook providers, technology players, and edtech start-ups operating in this market. Outsell uses all publicly available information and its own insight and research with the companies themselves to size each player in the space. We size public companies primarily on their reported results, though we also apply Outsell analysis to further segment and align their revenues according to Outsell’s industry segmentation. We size private companies using the best available information on each company, augmented by our own primary research. Finally, our recipe included a healthy dose of the unparalleled insight we gain through our daily conversations with thought leaders and executives throughout the information industry.
Table of Contents
Why This Topic
Market Definition and Structure
Market Size & Splits
K-12 vs. Higher Education
Market Dynamics and Key Trends
Opportunities and Threats
10 to Watch
2020 (and 2030) Vision
Figure 1: Global Education Textbook Marketplace by Format
Figure 2: Global K-12 Textbook Marketplace by Format
Figure 3: Global Higher Education Textbook Marketplace by Format
Figure 4: Global Education Market by Geography
Figure 5: US K-12 Textbook Marketplace by Format
Figure 6: US Higher Education Textbook Marketplace by Format
Figure 7: Americas K-12 Textbook Marketplace by Format
Figure 8: Americas Higher Education Textbook Marketplace by Format
Figure 9: EMEA K-12 Textbook Marketplace by Format
Figure 10: EMEA Higher Education Textbook Marketplace by Format
Figure 11: Asia Pacific K-12 Textbook Marketplace by Format
Figure 12: Asia Pacific Higher Education Textbook Marketplace by Format
Table 1: Global Education Textbook Marketplace by Format ($Billion)
Table 2: Textbook Producers Leaderboard and Market Share, 2016
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