Italy
Italy has a population of approximately 59 million people, and the primary language is Italian. The key industries in Italy are fashion, manufacturing, food, and tourism. Therefore, it represents a country with strong international demand and global business connections. Italy is also one of the European Union's largest economies, with many of its companies operating internationally.
English is taught in schools, but the growing demand for higher proficiency in the job market and the needs of the tourism sector highlight the necessity to improve English skills among Italians. Italian learners often lack conversational ability and a good working knowledge of real-life English.
This is reflected in international proficiency rankings, where Italy ranks near the bottom among European countries. In many cases, learners leave school with theoretical knowledge but low communicative skills, since classroom exposure is very often not enough to build fluency. The amount of time public schools allocate to English instruction does not keep pace with the growing importance of English proficiency, making this a market with strong growth potential.
Market position 2025: The Master English app launched in Italy in the summer of 2025, after which its market share has grown rapidly.