Most edX buyers made no later purchase at the three tracked learning platforms
Observed outcome through Aug. 2026 for 891 edX buyers from Jan. 2023–Jun. 2024; outcomes are mutually exclusive
Share of prior edX buyer cohort
Source: YipitData U.S. Credit & Debit Panel. edX cohort n=891. Tracked platforms are edX, Coursera, and Udemy; smaller, free, or employer-funded options are excluded.
Chart data
| Series | Share of prior edX buyer cohort |
|---|---|
| No later tracked purchase | 82.6% |
| Bought Coursera or Udemy | 11.5% |
| Repurchased edX | 5.9% |
How did edX repurchase compare with Udemy?
Udemy’s comparable 17,724-buyer cohort repurchased at 29.1%, versus 5.9% for edX. Udemy buyers switched to a tracked rival at 2.4% and made no later tracked purchase at 68.5%.
How much did recent edX buyers also spend at Coursera or Udemy?
Among 752 edX buyers observed during the 24 months ending Aug. 2026, 14.5% also bought Coursera or Udemy. edX accounted for ~89% of this cohort’s observed spend across the three tracked learning platforms.
Assumptions & Methodologies
We analyzed YipitData’s U.S. Credit & Debit Panel. The cohort included 891 consumers who paid edX from January 2023–June 2024; later purchases were measured July 2024–August 2026. edX used validated education-merchant descriptors. A later-rival outcome required Coursera or Udemy with no edX repurchase; no later tracked purchase means none of the three appeared. Coursera’s unreliable pre-2024 card capture was excluded from longitudinal comparisons. Card data misses free courses, employer or university billing, and other platforms. The modest edX cohort makes results directional. The analysis cannot show whether buyers left education or whether non-repeat reflected completion or dissatisfaction.