Updates to global pricing practices & documentation
If you participate in the Udemy Deals program, we know you’re looking to our promotions to help your course find the right learner at the right price. In the coming weeks, we’ll make some improvements to our global pricing practices and also clarify some existing practices with better documentation.
1. Adjusting prices in Turkish Lira in response to local economic trends
Turkey’s economy has undergone sharp inflation over the last few months. This has brought Udemy’s course pricing out of line with other goods and services available to Turkish consumers. Turkish instructors have written to our Community and Support teams asking for a realignment.
In response to these new market conditions and this feedback, we’re making an upward adjustment to our price tiers in Turkey. This adjustment will affect the available price tiers for all instructors, whether or not they participate in Udemy Deals.
As always, as we make these changes, we’ll monitor the impacts closely and make additional adjustments if the data suggest we should.
2. Regularly updating the global price matrix to improve price alignment across devices and markets
As we keep reaching more learners around the world, it’s important for us to deliver a consistent pricing experience whether someone has logged on from their computer, opened the Udemy app, or visited using a mobile browser. We also monitor market conditions in all our global markets to understand if we need to make any updates, such as the change in the Turkish market described above. Adjustments may be prompted by fluctuations in currency exchange rates, changes in local purchasing power, or updates to the available mobile pricing tiers.
We’ll begin making more regular adjustments to the global price matrix to make the current range of course prices clear to instructors in each market. We don’t expect these ranges to change frequently or dramatically in most markets, and we’ll communicate proactively if there’s a significant update.
To be clear, this isn’t a major departure from the way we do things now – but we want to be more explicit that the global price matrix will continue to adjust over time as we respond to the unique conditions in each market.
3. Clarifying minimum market prices
Today, all markets have an effective “minimum price after discount” below which no course is sold. That minimum varies by market depending on factors like local purchasing power, cost of related goods, and currency exchange rate. For example, in 2021, the effective minimum price in the United States was $9.99 USD while the effective minimum price in Canada was $13.99 CAD.
Our current documentation on minimum prices needs three improvements, which we’ll make in the next few weeks:
- We’ll start listing minimum prices by geographical market, instead of by currency. Today, we list all minimum prices by currency, but two markets that use the same currency could actually have different minimum prices. For example, we may charge in USD in both the United States and in Ecuador (where it’s the official currency), but it may not make sense to have the same minimum price in both these markets. We’ll begin making it clearer which country markets use which currencies at which minimum price.
- We’ll clarify what we mean by “local equivalent.” Today, the Promotions Policy indicates that the minimum price is “$9.99 USD or local equivalent,” but doesn’t specify if the “equivalent” is a currency conversion or a market adaptation. We’ll clarify the language of the policy to be clear that the “local equivalent” takes into account purchasing power and other factors in each country, versus calling out specific exceptions that fall below $9.99 USD.
- We’ll list minimum prices for all major markets. Today, we don’t list minimum prices for Australia, Brazil, India, Indonesia, Mexico, South Africa, and Turkey. To help instructors understand our pricing in these regions, we’ll begin to list prices for these countries alongside countries where we already list minimum prices.
We’re always making adjustments to our price tiers in response to changes in market conditions. Any time there will be a significant change to our minimum prices after discount, we’ll be sure to notify you. In this case, the only significant changes will be for Turkish Lira and for our documentation – not for minimum price floors in other markets.
As for your own pricing, we know many of you are looking forward to the improvements to the coupon tool we announced in late 2021. We’re still hard at work on these, and expect to make the scheduling functionality available in February, with bulk coupon creation following shortly after.
If you have questions about how price tiers are determined for different markets, or you just want to chat about teaching online with other instructors, head on over to the Instructor Community.