State of the

Mobile Education
Market 2021
—

Key Trends in the Global Education
Space and Projections for 2021
Market Overview:

Worldwide & United States
—

An Overview of Education Apps
 © 2021 Sensor Tower Inc. - All Rights Reserved

Monthly Installs Surpassed 400 Million Globally

Global monthly installs of education apps

500M
2019 2020 Worldwide installs of mobile education
apps exceeded 300 million for the first
400M time ever in February 2020. Installs
remained elevated throughout the year,
reaching 4 billion total globally. These
300M apps typically spike in adoption in
September, and 2020 saw an even larger
surge, climbing 40 percent year-over-
200M year to over 371 million from nearly 266
million in September 2019.

100M

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Market Overview 3
 © 2021 Sensor Tower Inc. - All Rights Reserved

Spending Continued Its Climb to New Heights

Global monthly consumer spending in education apps

$200M
2019 2020 Consumers have spent a record $1.7
billion globally in mobile education apps
$160M in 2020. This figure represents 55 percent
year-over-year growth from 2019 when the
category generated approximately $1.1
$120M billion in revenue. Spending remained
above $125 million each month since
March, and has continued to climb in
$80M 2021.

$40M
Note Regarding Revenue Estimates

Our revenue estimates include spending on paid apps,

in-app purchases, and in-app subscriptions. Data in this
$0
report captures gross revenue, including the cut taken
n

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Market Overview 4
 © 2021 Sensor Tower Inc. - All Rights Reserved

North America Accounts for Nearly 50% of Spending

Education app share by market in 2020

North America EMEA APAC Latin America APAC accounted for the single largest
share of education app installs at 50
percent of the total in 2020. This is more
4% than three times the share represented by
12% 13%
North America.

25%
Although North America only
44% represented 13 percent of installs, it
Installs 26% Spending accounted for nearly half of 2020
education app spending with 44
percent. It was followed by EMEA with 27
percent of spending.
50%
27% Note Regarding Revenue Estimates

Our revenue estimates include spending on paid apps,

in-app purchases, and in-app subscriptions. Data in this
report captures gross revenue, including the cut taken
by Apple or Google.

Market Overview 5
 © 2021 Sensor Tower Inc. - All Rights Reserved

Google Classroom Moved into No. 1 Amid Distance Learning

Most-installed education apps by year

2017 2018 2019 2020

1
Duolingo
1
Duolingo
- 1
Duolingo
- 1
Google Classroom
+4
Duolingo
Duolingo
Duolingo
Google Classroom

2
Photomath
2
Photomath
- 2
U-Dictionary
+1 2
Duolingo
-1
Photomath
Photomath
NetEase
Duolingo

3
Peak
3
U-Dictionary
NEW 3
Photomath
-1 3
Brainly
NEW
PopReach
NetEase
Photomath
Brainly

4
Babbel
4
Kahoot
+4 4
Study the Great Nation
NEW 4
Photomath
-1
Lesson Nine
Kahoot
Alibaba
Photomath

5
Driver Handbook
5
Google Classroom
+4 5
Google Classroom
- 5
Cake
NEW
Jiang Yinghao
Google Classroom
Google Classroom
Cake

6
Hello English
6
Babbel
-2 6
Kahoot
-2 6
U-Dictionary
-4
Culture Alley
Babbel
Kahoot
NetEase

7
Memrise
7
Peak
-4 7
BYJU's
NEW 7
Simply Piano
+1
Memrise
PopReach
BYJU's
JoyTunes

8
Kahoot
8
Liulishuo
NEW 8
Simply Piano
+2 8
Kahoot
-2
Kahoot
Liulishuo
JoyTunes
Kahoot

9
Google Classroom
9
Remind
NEW 9
Peak
-2 9
BYJU's
-2
Google
Remind
PopReach
BYJU's

10 Homework Aid
10 Simply Piano
NEW 10 Liulishuo
-2 10 PictureThis
NEW
Boat Going to Sea Education JoyTunes Liulishuo Glority

Market Overview 6
 © 2021 Sensor Tower Inc. - All Rights Reserved

Language Apps Have a Clear Leader But Remain Competitive

Most-installed language learning apps by year

2017 2018 2019 2020

1
Duolingo
1
Duolingo
- 1
Duolingo
- 1
Duolingo
-
Duolingo
Duolingo
Duolingo
Duolingo

2
Babbel
2
Babbel
- 2
Liulishuo
+1 2
Cake
+6
Lesson Nine
Babbel
Liulishuo
Cake

3
Hello English
3
Liulishuo
+6 3
Babbel
-1 3
EWA
+1
Culture Alley
Liulishuo
Babbel
Lithium Lab

4
Memrise
4
Memrise
- 4
EWA
NEW 4
Babbel
-1
Memrise
Memrise
Lithium Lab
Babbel

5
Mondly
5
Mondly
- 5
Busuu
+2 5
Mondly
+1
ATi Studios
ATi Studios
Busuu
ATi Studios

6
Busuu
6
Bright
NEW 6
Mondly
-1 6
Busuu
-1
Busuu
Language Apps Limited
ATi Studios
Busuu

7
ABA English
7
Busuu
-1 7
Memrise
-3 7
Cambly
+3
ABA English
Busuu
Memrise
Cambly

8
Bravolol
8
Hello English
-5 8
Cake
NEW 8
Liulishuo
-6
Bravolol
Culture Alley
Cake
Liulishuo

9
Liulishuo
9
Rosetta Stone
+1 9
Open Language
NEW 9
Hello Talk
NEW
Liulishuo
Rosetta Stone
Beijing Diandiankankan
HelloTalk

10 Rosetta Stone
10 ABA English
-3 10 Cambly
NEW 10 Memrise
-3
Rosetta Stone ABA English Cambly Memrise

Market Overview 7
 © 2021 Sensor Tower Inc. - All Rights Reserved

U.S. Share of Downloads

U.S. downloads for the Education category on the App Store and Google Play

School Communication Kids Education Studying Tool Language

Brain Games & Puzzles Other Market share for Education subcategories
was relatively stable between 2017 and
2017 25% 17% 17% 12% 10% 19% 2019. However, School Communication
apps saw a surge of adoption in 2020 as
consumers adjusted to school closures and
2018 25% 15% 16% 11% 10% 23% educating from home, growing 4 percentage
points to reach 29 percent market share.

In Q1 2021, School Communication apps

2019 25% 17% 17% 9% 9% 23%
saw a decline in downloads while
Studying Tool apps grew 5 percentage
points to 23 percent market share.
2020 29% 18% 18% 7% 6% 21%

Note:

Education apps in the Other category include various

1Q21 20% 18% 23% 11% 5% 24% other types of apps such as Online Courses, School
Communication, and Drivers Ed.

Market Overview 8
 © 2021 Sensor Tower Inc. - All Rights Reserved

School Communication Led U.S. Adoption

U.S. install growth by education subcategory among the top 100 apps in 2020

80M +54% School Communication led the

2019 2020 Education category in terms of installs
70M as well as year-over-year growth in the
U.S. Among the top 100 U.S. Education
60M apps, the subcategory grew 54 percent
+47% +44% year-over-year to reach 77 million
50M
downloads in 2020.

40M 77M Kids Education apps were the second

largest subcategory in the U.S., climbing
30M
47 percent year-over-year to 50 million last
50M 50M 49M
+5% year. Both these categories saw a boost
20M -11%
34M 34M from consumer demand for virtual
10M 19M 20M 18M
education tools as many classrooms
16M
moved online at the start of the pandemic.
0
School 
 Kids Education Studying Tool Language Brain Games 

Communication & Puzzles

Market Overview 9
 © 2021 Sensor Tower Inc. - All Rights Reserved

U.S. Share of Revenue

U.S. consumer spending in the Education category on the App Store and Google Play

Kids Education Language Studying Tool Music

Brain Games & Puzzles Other While all subcategories of Education apps
have experienced revenue growth in
2017 40% 12% 16% 7% 10% 15% recent years, Language apps have seen
especially strong growth. Language apps
accounted for 21 percent of Education app
2018 41% 16% 11% 8% 9% 14% revenue in Q1 2021, up from 12 percent in
2017. U.S. revenue from top Language apps
more than tripled between 2017 and 2019.

2019 38% 18% 11% 6% 10% 15%

Meanwhile, Kids Education apps have lost
some market share despite revenue more
than doubling between 2017 and 2019.
2020 33% 19% 13% 7% 6% 23%

Note:

Education apps in the Other category include various

1Q21 27% 21% 17% 8% 5% 22% other types of apps such as Online Courses, School
Communication, and Drivers Ed.

Market Overview 10
 © 2021 Sensor Tower Inc. - All Rights Reserved

Top Kids Education Apps Neared $200M in Spending

U.S. revenue growth by education subcategory among the top 100 apps in 2020

$200M +45% Kids Education apps led the category in

2019 2020 spending on U.S. app stores. Among the
top 100 U.S. education apps, Kids
Education grew 45 percent year-over-year
$150M to $191 million in 2020.

+71% The top U.S. Music apps experienced the

most year-over-year growth, climbing
$100M $191M 95 percent to $41 million. As in-person
+90% extracurricular events were canceled last
$132M year, young students were likely seeking
$50M
$108M alternatives in these apps.
+95%
-3%
$74M
$63M
$41M Note Regarding Revenue Estimates

$39M $36M $35M

$21M Our revenue estimates include spending on paid apps,
in-app purchases, and in-app subscriptions. Data in this
$0
Kids Education Language Studying Tool Music Brain Games 
 report captures gross revenue, including the cut taken
& Puzzles by Apple or Google.

Market Overview 11
Market Growth:

Worldwide
—

Download and Revenue Trends
 © 2021 Sensor Tower Inc. - All Rights Reserved

Adoption Stable, Spending Growth Steady

Global quarterly spending and installs for education apps

Installs Spending
Education app adoption surged in the first
1.0B $600M
-0.3% quarter of 2020 as consumers sought
remote learning solutions. Although the
+30%
$500M category’s install velocity has slowed in
800M
+44% Q1 2021, it remains elevated compared
to Q1 2019.

$400M
600M
+41%
Consumer spending in education apps
$300M
943M 940M has continued to climb year-over-year,
$518M
400M growing 44 percent to $518 million
723M globally in Q1 2021.
$200M
$360M

200M $256M
$100M
Note Regarding Revenue Estimates

Our revenue estimates include spending on paid apps,

in-app purchases, and in-app subscriptions. Data in this
0 $0
report captures gross revenue, including the cut taken
1Q19 1Q20 1Q21 1Q19 1Q20 1Q21
by Apple or Google.

Market Growth: Worldwide 13

 © 2021 Sensor Tower Inc. - All Rights Reserved

Adoption Experienced Greatest Gains in APAC

Install growth of education apps in top markets in 2020 compared to 2019

700M Three of the top six markets for

2019 2020 education apps in 2020 were in APAC,
+68% +25%
600M led by India, which saw the most year-
over-year growth as well as the most
500M downloads. Education apps in that market
+33% grew 68 percent year-over-year to reach
608 million installs.

400M

China was not far behind, climbing 25

300M 608M 606M
percent year-over-year to 606 million.
483M
447M Indonesia was the fifth largest market
200M +40% for education app installs, and it saw the
362M +54%
335M
+38% second-highest growth among top
100M 180M markets after India, growing 54 percent
158M
129M
102M 83M
114M year-over-year to reach 158 million.
0

 
 
 
 
 


 
 
 
 
 

India China U.S. Brazil Indonesia Turkey

Market Growth: Worldwide 14

 © 2021 Sensor Tower Inc. - All Rights Reserved

The U.S. and China Led in Spending

Revenue growth of education apps in top markets for 2020 compared to 2019

$700M +68% Consumer spending in education apps

2019 2020 grew the most year-over-year in the
$600M U.K., where revenue climbed 78 percent
to $105 million in 2020 from $59 million
$500M in the prior year. It was closely followed
by the Canada, which grew 77 percent to
reach $53 million in consumer spending.

$400M
$678M
Although U.S. spending didn’t experience
$300M
as much year-over-year growth, it
+38% generated the most revenue out of all the
$200M $403M
top markets with $678 million in 2020, up
+78%
68 percent from $403 million in 2019.
$100M $202M
+45% +53%
$146M +77% Note Regarding Revenue Estimates

$105M Our revenue estimates include spending on paid apps,

$59M $42M $61M $40M $61M $53M
$30M in-app purchases, and in-app subscriptions. Data in this
$0

 
 
 
 
 
 report captures gross revenue, including the cut taken

 
 
 
 
 
 by Apple or Google.
U.S. China U.K. Japan Germany Canada

Market Growth: Worldwide 15

Market Growth:

Europe
—

Europe Download and Revenue Trends
 © 2021 Sensor Tower Inc. - All Rights Reserved

European Education Download Trends

Quarterly European downloads for the Education category

App Store Google Play

200M COVID-19 helped education app
+0.4%
downloads in Europe reach all-time
+23%
highs on both the App Store and Google
160M Play in 2020. App installs had actually
+18% decreased year-over-year in Q4 2019 prior
112M 107M
to COVID-19 hitting the region.

107M 112M
120M 101M

96M 91M
The boost from COVID-19 affected both
84M
78M
74M 81M platforms in Q1 2020. App Store
75M
80M downloads increased 28 percent quarter-
59M
over-quarter to 74 million, while Google
Play downloads grew 28 percent to 107
40M 74M 71M 72M 74M million. The boost has continued in 2021,
68M
54M 55M 57M 58M
51M
41M
50M 46M with Education app installs remaining
elevated at nearly the same level.
0
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Market Growth: Europe 17
 © 2021 Sensor Tower Inc. - All Rights Reserved

Germany Leads App Store Install Growth

Top European countries by Q1 2021 App Store Education category installs

Q1 2020 Q1 2021
14M As expected after the enormous surge of
-3%
adoption in 2020, Education apps
12M experienced a slight decline in adoption
+38% among top countries in Q1 2021. Great
10M Britain, Russia, France, and Turkey all saw a
-8% slight dip in installs on iOS devices.

-6%
8M
-4% Germany was the exception, however,
13.3M
12.9M with education app installs climbing 38
6M
10.8M percent year-over-year. This is about 7
9.3M percentage points lower than the category
8.6M 8.4M
4M 7.8M 7.9M
7.4M experienced in Q1 2020 when it grew 45
7.1M
percent year-over-year from about 5.4
2M million installs in Q1 2019.

0

 
 
 
 


 
 
 
 

Great Britain Germany Russia France Turkey

Market Growth: Europe 18

 © 2021 Sensor Tower Inc. - All Rights Reserved

Turkey Is at the Top for Downloads on Google Play

Top European countries by Q1 2021 Google Play Education category downloads

Q1 2020 Q1 2021
30M Similar to the App Store, the top markets
on Google Play saw a slight decline in
+19% installs. However, two of the top five still
25M
saw growth.

20M Turkey saw the most education app

-4% installs in Q1 2021, and it experienced 19
percent year-over-year growth showing
15M
that consumer demand is still strong for
24.9M
the category. Germany also experienced a
20.8M
10M +2% slight uptick, with the category growing 2
16.9M 16.3M -17%
-0.3% percent compared to Q1 2020.
5M 8.6M 9.1M
8.4M 7.6M
6.3M 6.3M

0

 
 
 
 


 
 
 
 

Turkey Russia Germany Italy Ukraine

Market Growth: Europe 19

 © 2021 Sensor Tower Inc. - All Rights Reserved

European Education Revenue Set Q1 Record

Quarterly European consumer spending in the Education category

App Store Google Play

$140M Education apps in Europe surpassed
$130 million in gross revenue in Q1
$120M +47% 2021, up 47 percent year-over-year. App
$30M
Store revenue was 2.4 times the total from
$100M
$27M Q1 2018, while Google Play revenue was
$24M $24M up 2.6 times.

+34%
$80M $22M
Europe saw higher education app
+25% $19M revenue growth than the global rate (44
$60M $16M
$14M
$17M
percent Y/Y in 1Q21). Some of this growth
$14M $101M
$12M
$11M
$13M
$89M can be attributed to a boost in revenue last
$40M $78M $79M
year following the spread of COVID in
$67M

$51M $50M
$56M countries including Italy and Spain.
$44M $48M
$20M $41M $38M
$42M
Note Regarding Revenue Estimates

Our revenue estimates include spending on paid apps,

in-app purchases, and in-app subscriptions. Data in this
$0
report captures gross revenue, including the cut taken
18

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Q1
Market Growth: Europe 20
 © 2021 Sensor Tower Inc. - All Rights Reserved

App Store Revenue Is Led by Great Britain

Top European countries by Q1 2021 App Store Education category consumer spending

Q1 2020 Q1 2021
$28M European consumer spending in
+53%
Education iOS apps continued to climb in
$24M Q1 2021. Great Britain led the region, with
spending climbing 53 percent year-over-year
$20M to reach nearly $26 million.

+83% German saw the second highest spending

$16M
and experienced the most year-over-year
$25.9M growth. Consumers spent approximately
$12M
$15.7 million in Q1 2021, up 83 percent from
$17M +30% $8.6 million in the previous year.
$8M $15.7M +68%
+12%
$8.6M
$4M $8.1M $7.3M
$6.2M
$4.4M $4.5M $5M

$0

Great Britain Germany France Switzerland Russia

Market Growth: Europe 21

 © 2021 Sensor Tower Inc. - All Rights Reserved

Germany Takes the Spending Crown on Google Play

Top European countries by Q1 2021 Google Play Education category downloads

Q1 2020 Q1 2021
$8M Similar to the App Store, the top
European markets on Google Play
experienced year-over-year growth.
$7M +40%
Germany and Great Britain swapped roles
on Google's platform, with Germany
+44%
$5M representing the greatest consumer
spending and the second highest year-over-
year growth.

$4M

$6.4M +35% Great Britain experienced the highest

$3M $5.4M year-over-year growth in consumer
$4.6M
+31% spending, climbing 44 percent to $5.4
$3.7M +21%
$3M million in Q1 2021. Consumer spending in
$1M
$2.2M
$1.9M
$1.6M
Germany grew nearly as much, rising 40
$1.4M $1.3M
percent year-over-year to $6.4 million.
$0

Germany Great Britain France Switzerland Russia

Market Growth: Europe 22

 © 2021 Sensor Tower Inc. - All Rights Reserved

Europe Education Share of Downloads

Europe downloads for the Education category on the App Store and Google Play

Language Studying Tool School Communication

Kids Education Brain Games & Puzzles Other The demand for School Communication
apps surged as education moved online
2017 36% 13% 12% 2% 10% 26% during the pandemic. These apps
accounted for 18 percent of the Education
market in 2020, ranking behind only
2018 32% 16% 11% 5% 9% 28% Language apps by market share.

Kids Education market share rose from 2

2019 29% 16% 12% 8% 11% 25%
percent in 2017 to 8 percent in 2019. This
growth continued during the pandemic,
rising to 12 percent by Q1 2021.

2020 21% 15% 18% 10% 5% 30%

Note:

Education apps in the Other category include various

1Q21 21% 18% 15% 12% 4% 30% other types of apps such as Online Courses, School
Communication, and Drivers Ed.

Market Growth: Europe 23

 © 2021 Sensor Tower Inc. - All Rights Reserved

School Communication Adoption Doubled in 2020

Europe install growth by Education subcategory among the top 100 apps in 2020

70M School Communication installs in

+11%
2019 2020 Europe increased 132 percent year-over-
60M +132% year to 56 million. Kids Education apps
also saw huge growth from virtual
50M education, rising nearly 100 percent to

+44%
32 million.

40M
Language learning apps held the top
+99%
65M spot among the Education category in
30M 59M
56M Europe. Apps like Duolingo, Mondly, and
46M Babbel were particularly popular with
20M -28% such a variety of different languages
32M 32M
among the European countries
24M 23M
10M
16M 16M

0
Language School 
 Studying Tool Kids Education Brain Games 

Communication & Puzzles

Market Growth: Europe 24

 © 2021 Sensor Tower Inc. - All Rights Reserved

Europe Education Share of Revenue

Europe consumer spending in the Education category on the App Store and Google Play

Language Music Kids Education

Studying Tool Online Classes Other All of the Education categories
experienced strong revenue growth in
2017 54% 5% 7% 3% 5% 27% Europe. Language apps lost 14 percentage
points of market share despite seeing
revenue climb by 181 percent between 2017
2018 50% 8% 7% 5% 6% 24% and 2020.

Music and Studying Tools had particularly

high growth since 2017. Top Music apps
2019 44% 8% 8% 7% 7% 27%
earned nearly $35 million in 2020, up from
just $4 million in 2017.

2020 40% 11% 9% 6% 6% 27%

Note:

Education apps in the Other category include various

1Q21 38% 13% 8% 7% 6% 27% other types of apps such as Online Courses, School
Communication, and Drivers Ed.

Market Growth: Europe 25

 © 2021 Sensor Tower Inc. - All Rights Reserved

Top Music App Spending Climbed 121 Percent

Europe revenue growth by Education subcategory among the top 100 apps in 2020

$150M Music and Kids Education apps led

2019 2020 Education subcategories by year-over-
+50% year revenue growth in 2020. Each saw
user spending more than double as
consumers looked for alternatives to in-
$100M person learning.

The rest of the Education categories also

had solid growth in Europe. Language
$124M app revenue climbed 50 percent to $124
$50M million in 2020.
$83M +121%
+106%
+60% +33%
$35M Note Regarding Revenue Estimates

$29M
$16M $20M $19M Our revenue estimates include spending on paid apps,
$14M $12M $15M
in-app purchases, and in-app subscriptions. Data in this
$0
Language Music Kids Education Online Classes Drivers Ed report captures gross revenue, including the cut taken
by Apple or Google.

Market Growth: Europe 26

Market Forecast:

Worldwide
—

Global Download and Revenue Forecast
 © 2021 Sensor Tower Inc. - All Rights Reserved

Mobile Education App Adoption Forecast

Quarterly installs forecast for education apps

Installs Forecast
1.2B Having crossed 1 billion in Q2 2020 when
most of the world was facing its first wave
of COVID-19 outbreaks, first-time
1.0B
downloads of mobile education apps are
projected to remain elevated
800M throughout 2021 and 2022.

600M
Worldwide education app downloads are
1.0B 1.0B
1.1B
forecasted to exceed 3.7 billion in 2021,
1.0B
945M
908M 940M
899M 909M
964M 964M 970M
down 6 percent from 2020 but still
400M 747M representing 34 percent growth from the
728M
672M 648M
same period in 2019.
200M

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Market Forecast: Worldwide 28
 © 2021 Sensor Tower Inc. - All Rights Reserved

Mobile Education Spending Forecast

Quarterly spending forecast for education apps

Spending Forecast
$900M Global consumer spending in mobile
education apps has continued to climb,
$800M
reaching $518 million Q1 2021.

$700M
Sensor Tower forecasts estimated
$600M consumer spending of over $2.4 billion
by the end of 2021, an increase of about
$500M 41 percent from approximately $1.7
$892M

$400M
$845M $857M
billion in 2020. Quarterly spending in this
$741M
$660M
category is projected to climb to an
$632M
$300M $619M
average of $834 million in 2022, nearly
$518M

$421M $436M $455M twice as much as the average of $418

$200M $360M million per quarter in 2020.
$280M $292M
$257M $255M
$100M Note Regarding Revenue Estimates

Our revenue estimates include spending on paid apps,

in-app purchases, and in-app subscriptions. Data in this
$0
report captures gross revenue, including the cut taken
19

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Market Forecast: Worldwide 29
 © 2021 Sensor Tower Inc. - All Rights Reserved

In Conclusion: Top Marks and 2021 Outlook

Install Forecast
1.2B
• After a record-breaking 2020, the education category
1.0B
continues to see elevated consumer demand.
800M

• Increases in spending spurred by COVID-19 have translated 600M

into persisting lift for category spending which we see 400M

continuing through 2021 and 2022.

200M

0
• APAC represents half the category’s adoption, but North

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20

20
America is still the region where the majority of consumer

Q1

Q3

Q1

Q3

Q1

Q3

Q1

Q3
spending originates.

Spending Forecast
• While other top European markets saw a slight decline in $900M
$800M
adoption in early 2021, education app adoption in Germany $700M
continues to grow year-over-year.
$600M
$500M

• 2021 will continue to see substantial growth for the category $400M
$300M
with projected consumer spending exceeding $2.4 billion, up $200M

41 percent from 2020. $100M

$0

2
01

01

02

02

02

02

02

02
2

2
Q1

Q3

Q1

Q3

Q1

Q3

Q1

Q3
Conclusion 30
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