Interest in US schools drops to record low as students turn to UK instead

Absolute pageviews for U.S. degree programs have not been this low since August 2020, according to new data from Studyportals, a global platform that tracks real-time demand for higher education worldwide.

Between Jan. 5 and April 30, weekly pageviews for U.S. programs plunged by 50%, and the country lost 30% of its market share. Compared to its 2023 peak, the current share has been nearly cut in half.

Studyportals warns that if this trend continues, U.S. student demand could fall more than 70% year-on-year in 2025.

By analyzing user activity, Studyportals provides real-time insight into how students weigh their options. When a prospective student clicks on a U.S. course, they often compare it with similar offerings from other countries within the same session, revealing direct competition between destinations.

The U.K. has become America's top rival. Nearly one in ten (9%) students who browse U.S. bachelor's or master's programs also explore U.K. options during the same session, up from 8.5% the previous year. This means millions of prospective students are now actively comparing American and British universities.

David Hawkins, founder of the education consultancy The University Guys, helps dozens of U.K. students apply to American universities each year. Hawkins says he is not surprised by the rising concerns.

"It's those people who have options, who are looking at the U.S. with quite big question marks right now," he says, calling those undecided applicants "floating voters."

"They could go to the U.S., but if they got into a Canadian university they perceive as better, they might go there. If they get into Oxford or Cambridge, they would probably go there," he told NPR.

Sam Cox, client services director at London-based A-List Education, which guides students applying to elite U.S. universities, echoed this perspective.

"I do want to make it clear that I think there is still a real strong appeal to, particularly, an Ivy League education," Cox told NPR. "But some of the conversations that I've been having over the last few weeks are really aimed at, 'What's a plan B? What's a viable plan B that we can put together?' "

"Every student who decides against America isn't just lost tuition money - it's lost talent," said Studyportals CEO Edwin van Rest, as quoted by the international education site ICEF Monitor.

"The person who could've started the next big company or made some major discovery might end up in London instead of Boston, all because of decisions being made right now. The fundamentals of U.S. higher education remain strong. There's still time to change the story. This is a wake-up call, not a closed chapter."

International students contributed US$44 billion to the U.S. economy during the 2023–2024 academic year. According to NAFSA, the Association of International Educators, the presence of 1.1 million international students last year supported more than 378,000 U.S. jobs.

"International students and their families seek predictability and security when choosing which country to trust with their future," said NAFSA CEO Fanta Aw, quoted by ICEF.

"The U.S. government's recent actions have naturally shaken their confidence in the United States. Government actions and policies have consequences. The decline in student interest carries with it serious ramifications for U.S. pre-eminence in research, innovation, and economic strength. This early trend data should serve as an urgent call for Congress to intervene before further long-term damage is done."

This week, President Trump issued a proclamation halting visas for newly admitted international students bound for Harvard this fall, a decision that was swiftly stayed by a judge. Although the action specifically targets Harvard, it follows a broader pattern of immigration restrictions affecting international students nationwide.

Last month, the White House announced a new travel ban and additional limits on nationals from 19 countries, effective June 9. The State Department also paused the scheduling of new visa interviews for foreign students.