Class101's Strategy Targeting 'Kids Content' Proves Successful

'Class101 Kids' Rapid Growth... Nearly Triple Cumulative Classes and 20x Transaction Volume
Effective Strategy with Diverse Lectures Including Real Estate and Economic Fields

Edutech startup Class101's offering for children, ‘Class101 Kids,’ is experiencing significant growth. With the prolonged COVID-19 pandemic increasing the time children spend at home and the expansion of non-face-to-face education, online classes for infants and toddlers have emerged as a new source of revenue. In particular, the strategy of providing a variety of lectures tailored to children’s levels, ranging from everyday hobbies to economic fields such as real estate, to help children discover their interests has proven effective.

According to Class101 on the 1st, the number of kids classes aimed at children increased nearly threefold from 43 in January last year to 114 in January this year on a cumulative basis. The transaction amount through these classes also increased about 20 times during the same period. Considering that the total cumulative classes doubled compared to the previous year, the growth in the kids sector is particularly notable.

Popular lectures in ‘Class101 Kids,’ which was first launched in September 2020, include a variety of courses such as ‘Our Child’s First Step in History’ and ‘Sweet First Encounter with Math for Kids,’ which allow children to experience school subjects in a fun way, hobby classes like ‘Children’s Lego Creator Course,’ and economic lectures such as ‘Real Estate Education for Kids.’ For example, Class101 explained that the ‘Real Estate Education for Adults and Kids’ by YouTuber ‘BooIlNam,’ who has 800,000 subscribers, teaches children basic concepts related to real estate?what kind of property it is, types of housing and contracts?by connecting them to daily life and encourages respect for housing diversity, resulting in high satisfaction with the curriculum.

The rapid growth of these kids classes is also analyzed to be related to the increased stress of children whose activity areas have become limited due to the prolonged COVID-19 situation, as well as the physical and mental burdens on parents who must take care of childcare and education at home for long hours. In fact, according to the Korea Creative Content Agency, since the outbreak of COVID-19, the daily average usage growth rate of kids and educational content genres was 59.2%, the highest among all content genres. This is why existing education companies, mobile carriers, platform companies, and startups are all entering the online education market for infants and toddlers, creating a competitive environment.

Lee Sangmok, PD of the Kids Part at Class101, said, “Our goal for Class101 Kids this year is to break down the barriers between class areas and provide more diverse classes so that both caregivers and children can have unique experiences. In particular, we plan to expand classes that allow children to experience school subjects in a fun way to more subjects, and focus on classes reflecting trends of the 4th industrial era such as coding and the metaverse.”