Аннотация: This article analyses the Russian continuing education market in terms of its current state, dynamics, and structural characteristics. It examines the key features of the educational market as an environment: the intangibility of the product, the lengthy decision-making cycle, multiple target audiences, deferred outcomes, high dependence on reputation, and government regulation. Special attention is given to the specifics of the children's supplementary education segment. Based on current data, it is shown that the market is transitioning to a maturity stage, while competition and digitalisation are significantly changing consumer behaviour and the requirements placed on educational organisations.