Answers that name a competitor

If your main goal is “I have no audience yet and I don’t want to spend months marketing my first course,” you should prioritize a marketplace with built-in student traffic, not a course-hosting platform. Ruzuku Zapier

My shortlist:

1. Udemy — best first choice for most beginners

udemy.com

Best if your course teaches a searchable skill, such as:

• Excel, coding, AI tools
• marketing, sales, business skills
• design software
• language learning
• productivity skills

Why it works:

• Students already search the marketplace.
• You can publish without having an existing audience.
• Reviews and ratings can compound over time. Zapier

Trade-offs:

• You compete with many similar courses.
• Pricing is heavily influenced by marketplace promotions.
• You don’t fully own the student relationship. Ruzuku

For a first course, I’d usually treat Udemy as a validation and discovery engine: prove demand, collect reviews, then build a higher-priced offer elsewhere later.

2. Skillshare — good for creative/project-based courses

skillshare.com

Better fit for:

• illustration
• photography
• writing
• video creation
• crafts
• creative workflows

Students browse classes through the platform, but the earning model is different from selling a one-time course; creators typically earn based on engagement/watch time. Zapier Thinkific

3. Coursera — usually not the easiest first option

coursera.org

Great audience, but it is generally built around universities, companies, and institutional partners rather than a solo creator uploading a first course. Biztoolkit

Platforms I would not start with if you have zero audience

• Teachable — good software, but you bring the students. Steve Wootten
• Kajabi — powerful for an established creator/business, but it doesn’t solve the “where do my first students come from?” problem. Zapier

My practical recommendation:

• No audience + practical skill → Udemy first
• No audience + creative skill → Skillshare first
• Already have followers/email list → Teachable/Kajabi/your own site

If you tell me what your course topic is, the price you want to charge, and whether it’s beginner or advanced, I can suggest the platform most likely to get your first 50 students.

If your main goal is “I have no audience yet and I don’t want to spend months marketing my first course,” you should start with a marketplace that already has learners searching for courses, not a course-hosting platform. www.ruzuku.comstevewootten.comwww.mightynetworks.com

My ranking for a first course:

For most people making their first course, I would choose:

1. Start on Udemy

Best if your course is something like:

• Excel, coding, AI tools
• business skills
• marketing
• productivity
• language learning
• professional certifications
• software tutorials

The strategy:

1. Publish a focused beginner course.
2. Use Udemy’s search traffic to get your first students and reviews.
3. Learn what students actually want.
4. Later create a premium version on your own platform (where you control pricing and customer relationships). stevewootten.com

2. Use Skillshare instead if your course is creative

Examples:

• drawing
• illustration
• photography
• video editing
• creative writing
• crafts

Skillshare can work well because students browse for inspiration and projects, but it is less suited for high-ticket professional training. www.ruzuku.comstevewootten.comwww.mightynetworks.com

Platforms I would not start with if you have zero audience:

• Teachable
• Thinkific
• Kajabi

They are excellent tools, but they are mostly storefronts—they help you deliver and sell a course, but they generally do not bring you a large pool of students. stevewootten.com

A good beginner path is:

Phase 1: Udemy/Skillshare → get students + reviews
Phase 2: Build an email list/community
Phase 3: Move your best students into your own higher-priced offer

If you tell me what topic your first course is about, I can suggest the platform most likely to bring you students without heavy marketing.

If your priority is “I upload a course and learners discover me organically through the marketplace”, rather than building your own audience, I’d rank the options:

1. udemy.com — best overall
2. skillshare.com — best for creative/design topics
3. Coursera — best for institutional/credential-oriented education, but much harder for an independent instructor to enter
4. Teachable / Kajabi / Thinkific — not really what you're asking for; they're primarily platforms for selling to an audience you bring yourself.

1. Udemy — my first choice

Udemy is probably the closest match to your requirement.

Your course becomes part of a large searchable marketplace, and Udemy provides discovery through its search/recommendation ecosystem. Courses must pass Udemy's quality review before becoming discoverable. Udemy Support Udemy Support

It is particularly attractive if you don't already have a large audience. You can create a public instructor profile, and Udemy provides analytics showing how learners are discovering your courses. Udemy Support Udemy Support

There's also an interesting 2026 development: Udemy says its courses can now surface in the Udemy ChatGPT app, with publicly available course metadata and previews being used for recommendations. Udemy Support

Best for:

• Programming
• AI
• Business
• Excel/data
• Marketing
• Professional skills
• Practical how-to courses
• Anything with existing search demand

Big downside: you give up substantial pricing/revenue control in exchange for marketplace distribution.

2. Skillshare — strong alternative

Skillshare is also genuinely marketplace-oriented. Its recommendation and search systems surface classes based on relevance, titles, descriptions, tags, and student engagement. It explicitly says new/trending classes can be surfaced through personalized recommendations. Skillshare Help Center

However, Skillshare is currently concentrating more heavily on engaged teachers and high-quality classes, rather than simply maximizing catalog size. It also requires first-time teachers to apply and be approved. Skillshare Help Center Skillshare Help Center

Best for:

• Design
• Illustration
• Photography
• Writing
• Creativity
• Freelancing
• Productivity
• Lifestyle/creative skills

The key distinction

I'd think about it this way:

The important thing is that Teachable, Kajabi, Thinkific, etc. are not substitutes for Udemy if organic marketplace discovery is your primary objective. They're more like building your own store; Udemy/Skillshare are like putting your course on an existing marketplace. Ruzuku Ruzuku

My recommendation

If you're starting with no meaningful audience, I'd put the course on Udemy first.

I'd optimize the course around what learners already search for, rather than starting with a broad topic. For example, “AI for Small Business Owners” is weaker marketplace positioning than something tightly aligned to an identifiable learner intent such as “ChatGPT for Small Business: Automate Your Marketing & Admin.”

Then watch Udemy's traffic/conversion data to determine whether the marketplace is actually generating organic demand. Udemy Support

If you tell me what your course is about, I can also tell you which marketplace is likely to have the best organic demand for that specific topic and how I'd position the course title.

If your main goal is “list my course and let learners discover me organically, without needing my own audience,” I’d rank the options:

1. udemy.com — best overall

• Built specifically around marketplace discovery.
• Learners search by topic, compare courses, and discover instructors through the marketplace.
• Udemy provides Marketplace Insights showing demand, search volume, and revenue potential for topics. Udemy Udemy Support
• Courses can also potentially surface through Udemy's newer ChatGPT integration, where publicly available marketplace courses can be recommended to learners. Udemy Support
• Best for: business, technology, coding, professional skills, productivity, certifications, practical how-to courses.
• skillshare.com — best for creative subjects

• Stronger fit for design, illustration, photography, writing, creative software, freelancing, and similar topics.
• Skillshare explicitly uses search, browse, recommendations, curated features, newsletters, and Staff Picks to surface classes to learners. Skillshare Help Center
• Its 2026 strategy is actually moving toward fewer, higher-quality active teachers/classes, which could be positive for strong instructors. Skillshare Help Center
• Downside: first-time teachers currently need approval. Skillshare Help Center
• Coursera — excellent learner demand, but not really an open instructor marketplace

• Much harder to approach as an individual instructor.
• Better if you're affiliated with a university, company, or recognized educational organization.
• Teachable / Thinkific / Kajabi — excellent software, wrong model for your goal

• These are primarily course-business platforms, not marketplaces.
• They give you your own storefront but generally don't solve the “strangers discover my course organically” problem. The fundamental distinction is marketplace traffic vs. owning your own audience. Ruzuku

My pick

Start with Udemy if your course is skill-oriented and people are already searching for the problem/topic you teach.

The particularly attractive part is that Udemy gives you market-demand data before you invest heavily in creating the course. Udemy Support

If you tell me what the course is about (e.g. “Excel for finance,” “Italian cooking,” “leadership for managers,” “AI for lawyers”), I can tell you which marketplace is likely to give you the best organic discovery, and what the competitive landscape looks like.

If your priority is a built-in student audience, rather than simply having software to host your own course, I’d look first at maven.com.

My pick: Maven

Maven is particularly well suited if you sell coaching, workshops, or short/cohort-based courses. It has a marketplace where prospective students can discover courses, plus categories such as Creators, Founders, Leadership, etc. Maven Maven

It supports:

• 1-day workshops — good for a low-friction $50–$500 offer.
• Cohort courses — useful for $500–$5,000+ programs.
• Coaching / office hours / personalized feedback as part of its services offering.
• Free Lightning Lessons, specifically designed to attract students and build a pipeline toward paid offerings. Maven

The marketplace is also active: Maven currently showcases hundreds of courses and ranks offerings by Trending, Best Selling, and Starting Soon, which gives creators a discovery mechanism beyond their own audience. Maven Maven

One important distinction

If by "built-in student audience" you mean "I want the platform itself to send me lots of buyers," I'd also consider Udemy. Following its 2026 combination with Coursera, the combined platform says it reaches 290M+ learners and has 95,000 content creators. About Udemy

But I'd choose based on the business model:

Bottom line: For a creator selling expertise rather than just prerecorded videos, Maven is probably the strongest fit. Its marketplace + free lessons + workshops + cohort courses create a natural funnel from discovery → low-cost experience → higher-ticket coaching/course. Maven

If you tell me your niche and approximate price point (e.g. $100 mini-course vs. $2,000 coaching), I can narrow this down to the 3 platforms most likely to actually bring you students.

If your priority is a platform with an existing student audience, rather than just a course-hosting tool, I’d recommend Maven.

Why Maven is a strong fit

• Built-in student discovery: Maven has a marketplace where students browse courses by category/keyword, plus recommendation emails and algorithmic “trending” placements. help.maven.com
• Designed for higher-ticket expertise: It supports coaching, services, workshops, and cohort-based courses—not just prerecorded courses. maven.com
• Good for short courses: You can sell 1-day workshops as well as multi-week programs. maven.com
• Large professional audience: Maven currently says it has 500K+ serious learners, with thousands browsing the marketplace. help.maven.commaven.com
• You keep 90% of sales, according to Maven's current creator page. maven.com

One important caveat: Maven isn't a pure “post your course and instantly get students” marketplace. You generally need to generate some initial traction—100 waitlist leads or 2 paid enrollments—before your course qualifies for marketplace listing. Maven explicitly describes its marketplace as an accelerant, not a replacement for having some distribution of your own. help.maven.com

Maven vs. Udemy

If you're selling $20–$200 self-paced courses, I'd lean toward Udemy instead. Udemy has a much larger mass-market learner base—its teaching page currently reports 80M students and 1.1B enrollments—and courses are discoverable directly through its marketplace. www.udemy.com

But if you're selling something like:

“4-week coaching program for freelance designers — $750”

or

“2-hour workshop: Build Your AI Workflow — $99”

Maven is the better match.

My ranking for your specific requirement:

1. 🥇 Maven — best combination of built-in audience + coaching/high-ticket courses
2. 🥈 Udemy — strongest raw student marketplace, especially for self-paced courses
3. Skool — excellent for community/coaching, but its value proposition is more about building your own community than giving you a large marketplace of students.

If you tell me what topic you want to teach and roughly what you'd charge ($50, $500, $2,000+, etc.), I can recommend the best 3 platforms for that exact business model.

If your #1 constraint is “I have no audience, so I need the platform itself to bring me students,” I’d put Udemy first, with Skillshare second.

1. Udemy — my first choice

Udemy is particularly well suited to a creator starting from zero audience because it operates as an actual course marketplace. Its Marketplace Insights tool shows student demand, search volume, and revenue information for topics, so you can research demand before investing heavily in a course. Udemy Support Udemy Support

It also gives you analytics on how students discover your courses and what other subjects your students are interested in. Udemy Support Udemy Support

And there's an interesting 2026 development: Udemy courses can now be surfaced through its ChatGPT app, giving marketplace courses another potential discovery channel. Udemy Support

The catch: you sacrifice some pricing/revenue control in exchange for that distribution. That's a reasonable trade when your alternative is having nobody see your course.

udemy.com

2. Skillshare — potentially better for creative subjects

Skillshare has genuine internal discovery: search, browsing, recommendations, homepage promotion, and staff-curated features can put classes in front of existing members. Skillshare Help Center

I'd consider it particularly strongly if you're teaching design, illustration, photography, video, animation, or other creative skills. Skillshare itself says those are among its most popular categories. Skillshare

However, there's an important 2026 wrinkle: teachers now need at least 50 followers to qualify for monthly royalty payments. Skillshare Help Center That's not necessarily a dealbreaker, but it makes Skillshare somewhat less attractive for a truly brand-new creator.

skillshare.com

What I'd do in your situation

Start on Udemy → validate demand → build an audience → eventually move your premium offer to your own platform.

The mistake I'd avoid is starting with Teachable/Kajabi/Thinkific because they give you a beautiful storefront but don't solve your biggest problem: getting strangers to discover you.

A good strategy is:

1. Find a specific problem people already search for.
2. Use Udemy's marketplace data to validate demand.
3. Make a focused course rather than a giant “everything about X” course.
4. Use the first students/reviews to improve it.
5. Once you have proof of demand and some students, build your own email list/community.
6. Eventually use your own platform for higher-priced courses, coaching, memberships, etc.

If you tell me what you want to teach (e.g. coding, fitness, AI, language learning, music, design, business), I can tell you which marketplace has the strongest built-in discovery for that specific subject and what I'd choose between Udemy, Skillshare, Maven, Outschool, etc.

Udemy is particularly well suited to a creator starting from zero audience because it operates as an actual course marketplace. Its Marketplace Insights tool shows student demand, search volume, and revenue information for topics, so you can research demand before investing heavily in a course. Udemy Support Udemy Support

It also gives you analytics on how students discover your courses and what other subjects your students are interested in. Udemy Support Udemy Support

And there's an interesting 2026 development: Udemy courses can now be surfaced through its ChatGPT app, giving marketplace courses another potential discovery channel. Udemy Support

The catch: you sacrifice some pricing/revenue control in exchange for that distribution. That's a reasonable trade when your alternative is having nobody see your course.

udemy.com

2. Skillshare — potentially better for creative subjects

Skillshare has genuine internal discovery: search, browsing, recommendations, homepage promotion, and staff-curated features can put classes in front of existing members. Skillshare Help Center

I'd consider it particularly strongly if you're teaching design, illustration, photography, video, animation, or other creative skills. Skillshare itself says those are among its most popular categories. skillshare.com

However, there's an important 2026 wrinkle: teachers now need at least 50 followers to qualify for monthly royalty payments. Skillshare Help Center That's not necessarily a dealbreaker, but it makes Skillshare somewhat less attractive for a truly brand-new creator.

If your #1 constraint is “I have no audience, so the platform needs to bring me students,” I’d put Udemy first.

My ranking for a solo creator

Why Udemy: it is actually a marketplace rather than merely course-hosting software. Your course can be discovered through Udemy's marketplace, search, recommendations, promotions, etc. Udemy explicitly provides a Marketplace Insights tool showing student demand, search volume, and revenue data before you create a course. support.udemy.com

The tradeoff is economics: for a sale that comes through Udemy without your own promotion, instructors currently receive 37% of net revenue; sales through your own instructor coupon/referral can pay 97%. support.udemy.com

That's actually a reasonable trade when you're starting from zero audience: you're effectively exchanging some margin for distribution.

One important caveat: Skillshare

Skillshare has real internal discovery—its search, browse, recommendations, and editorial features can surface classes to members. help.skillshare.com

But I'd rank it below Udemy for your particular situation because as of 2026, Skillshare requires teachers to have at least 50 followers to qualify for monthly royalty payments, along with other eligibility requirements. help.skillshare.com

So if you're literally starting at 0 followers + 0 audience, that's a meaningful disadvantage.

The strategy I'd use

Don't think of this as:

“Which platform should become my entire business?”

Instead:

Udemy = discovery engine → validate topic → get first students/reviews → learn what people actually want → eventually build your own higher-margin product.

Udemy's marketplace is particularly useful for this because it gives you demand information before you invest heavily in production. support.udemy.com

If you tell me what you want to teach (e.g. AI, coding, fitness, language, art, business, music, etc.), I can narrow this down considerably—because the best marketplace changes a lot by subject.

If your key requirement is “I want the platform to help me find buyers,” not just host the cohort, I’d put Maven clearly at #1.

My ranking

1. Maven — probably exactly what you're looking for

Maven is unusual because it's not merely cohort software. It has a marketplace where prospective students browse courses, plus recommendation emails and algorithmic/trending placements. Maven Help Center Maven Help Center

The important catch: Maven isn't a pure “list your course and we'll sell it for you” marketplace. You generally need initial traction—either 100 waitlist leads or 2 paid enrollments—before your course is eligible for marketplace listing. Maven Help Center

Once listed, discovery can happen through:

• Maven.com search and category browsing
• Personalized recommendation emails
• Trending placements
• Maven surfacing courses with enrollment momentum Maven Help Center

So the model is basically:

You generate the initial momentum → Maven helps amplify it.

That's much closer to what you're asking for than something like Kajabi, Circle, or Thinkific.

2. Disco — better platform, worse marketplace

Disco is compelling if the learning/community experience itself is your priority. It supports live and asynchronous cohorts, community, events, messaging, progress tracking, etc. Disco

But I wouldn't choose it specifically because you want the platform to bring you customers. That's where Maven has a major advantage.

3. Teachfloor

I'd consider Teachfloor if your cohort involves lots of assignments, peer review, feedback, and structured learning. It's more of a cohort-learning infrastructure product than a buyer-discovery marketplace.

The key distinction

There are really two categories:

“I already have an audience; give me great software to deliver my cohort.”

→ Disco / Circle / Kajabi / Teachfloor

“I want software + a marketplace that can potentially put my program in front of people who are already looking to buy.”

→ Maven

Maven explicitly describes its marketplace as surfacing courses to students actively looking to solve professional problems, while its recommendation emails and homepage can provide additional exposure. Maven Help Center

My recommendation

If you're selling something like AI, marketing, leadership, product, career, business, data/engineering, or another professional skill, I'd start with Maven.

I'd only choose another platform if you have a substantial existing audience and therefore don't value marketplace distribution—or if your cohort is fundamentally more of a community/membership product.

One thing I'd investigate before committing is how much of your actual enrollment Maven can realistically generate versus how much you'll still need to source yourself. Maven itself describes marketplace discovery as an accelerant rather than a replacement for your own distribution. Maven Help Center

If you tell me what the cohort is about, expected price (e.g. $500 vs $5,000), and whether you currently have an audience, I can narrow this down to the best 2–3 platforms and compare fees, marketplace reach, payment handling, cohort tooling, and how much customer acquisition each actually does for you.

If your #1 requirement is that the platform itself helps you get buyers, rather than just giving you software to sell through your own audience, Maven is the clear standout.

My ranking

🥇 Maven — closest match to what you're describing

Maven is specifically built around cohort-based courses, rather than being a generic course-hosting tool. More importantly, it has a marketplace where potential students browse courses. maven.comhelp.maven.commaven.com

The interesting part is that Maven has an actual discovery engine:

• Students browse courses by category/search.
• Maven sends personalized recommendation emails.
• Courses can get algorithmic trending placement.
• Its marketplace currently has "Trending," "Best selling," "Starting soon," and "New on Maven" sections. maven.comhelp.maven.commaven.com

There is an important catch: Maven doesn't simply hand you an audience on day one. You generally need either 100 waitlist leads or 2 paid enrollments before your course qualifies for marketplace listing. Maven explicitly describes its marketplace as an accelerant, not a replacement for your own distribution. help.maven.comhelp.maven.commaven.comwww.ruzuku.com

Once you're listed, though, the platform can amplify your course through its discovery mechanisms. help.maven.comhelp.maven.commaven.comwww.ruzuku.com

Why I'd choose Maven for your use case

If you're thinking:

"I have expertise in X. I want to create a $500–$5,000 cohort, and I'd like the platform to put it in front of people who might actually buy it."

That's exactly the problem Maven is unusually well suited to.

For example, its current marketplace is full of professional programs around AI, product management, leadership, engineering, communication, etc., with upcoming cohorts prominently surfaced. maven.com

The tradeoff

Maven's advantage is also its disadvantage: you give up some economics/control in exchange for distribution. Other platforms tend to charge you a monthly SaaS fee and leave customer acquisition almost entirely to you; Maven's model incorporates revenue sharing. www.ruzuku.com

So I'd think about it this way:

No/very small existing audience → Maven

Large existing audience → Circle/Kajabi/your own stack

Community/membership is the actual product → Skool/Circle

Corporate/internal training → Disco

Premium expert cohort + desire for marketplace discovery → Maven

One other important distinction: Maven's marketplace is especially oriented toward professional/career-related skills—AI, business, product, marketing, leadership, data, engineering, etc. help.maven.comhelp.maven.commaven.comwww.ruzuku.com If your cohort is, say, "Learn watercolor painting" or "Become a better parent," I'd look beyond Maven.

Bottom line: I'd start with Maven if built-in promotion/discovery is a must-have. It is much closer to an Etsy/Airbnb-style marketplace for expert cohorts than platforms like Kajabi or Circle, which are primarily infrastructure for selling to an audience you've already acquired.

Yes. What you’re describing is essentially a course storefront + built-in marketplace/distribution channel: you get your own branded course presence, but the platform also has an existing audience that can discover and buy your course.

The strongest example is Udemy.

Best fits

The one I'd look at first: Udemy

Udemy is almost exactly the model you're describing. It is both a course marketplace and a place to host your course. Udemy says instructors get access to its global learner base and that its marketing programs and promotional tools can help expand reach. Udemy Teach Udemy Support

Importantly, Udemy explicitly says that its marketplace can surface courses based on learner demand, engagement, ratings, and relevance, so there is an actual discovery engine rather than you having to bring every customer yourself. Udemy Teach

And the audience is substantial: Udemy currently reports 84M learners, 90K instructors, and 290K+ courses. About Udemy

The tradeoff is that you're effectively renting shelf space in Udemy's ecosystem. If Udemy generates the customer, you generally give up considerably more revenue than if you sell directly through your own site. In exchange, you get something that's very difficult to build yourself: marketplace traffic and discovery.

There's an interesting development in 2026

Udemy and Coursera completed their combination in May 2026. The combined company says it now reaches 290M+ learners, 18,000 enterprise customers, and 95,000 content creators. About Udemy

However, don't interpret that as meaning you can currently upload an independent course to Coursera and automatically expose it to all 290M learners. The two brands/platforms are still operating separately for now, and Udemy says there are no immediate changes to its instructor marketplace. Udemy Teach

If what you really want is this:

"I want my own branded storefront, but I also want the platform to actively put my course in front of its existing customers."

That's a narrower category, and Udemy is probably the closest mainstream option.

There is a fundamental tradeoff:

Marketplace model

Existing audience → discovery → your course → platform takes a meaningful cut

Own-store model

Your brand → your storefront → your marketing → you keep much more revenue

The interesting opportunity is to use both: put an appropriate version/course on a marketplace like Udemy to acquire learners, while building your higher-ticket/full product ecosystem on your own storefront.

If you tell me what kind of course you're selling, its price (e.g. $49/$199/$1,000+), and whether you already have an audience, I can narrow this down to the 3–5 platforms that actually fit your business model, including how much learner acquisition each one is likely to provide.

Yes. What you’re describing is essentially a course marketplace + storefront: you upload your course once, the platform handles checkout/hosting, and—most importantly—it has an existing learner audience that can discover your course.

The strongest options are:

The closest match: Udemy

Udemy is probably the closest to what you're imagining.

You get:

• A storefront/course landing page on Udemy
• Marketplace search and recommendations
• Access to a huge existing learner base
• Udemy-driven promotions and discounts
• Your own instructor profile and catalog
• Hosting, payment processing, student access, etc.

And crucially, Udemy explicitly distinguishes between sales you generate yourself and Udemy-driven marketplace sales. For sales where the learner purchases without your coupon/referral link, instructors currently receive 37% of the net amount. If you drive the sale yourself with your coupon/referral link, the share is 97% of net revenue. support.udemy.com

Udemy also has subscription programs where selected courses earn based on learner engagement rather than individual purchases. support.udemy.comhelp.skillshare.comhelp.skillshare.com

There's potentially an even bigger advantage now: Udemy and Coursera completed their combination in May 2026, and the combined company says it reaches 290M+ learners and has roughly 95,000 content creators. about.udemy.com

Udemy instructor information

Skillshare is another interesting model

Skillshare is more subscription-oriented. Instead of primarily selling your course at a fixed price, teachers earn based largely on qualifying minutes watched, plus engagement rewards, referrals and partnerships. help.skillshare.com

It also now has a Shop where creators can sell digital products and 1-on-1 sessions alongside their classes, so it's closer to a creator storefront/ecosystem than a pure course marketplace. help.skillshare.com

Skillshare for teachers

The important distinction

If your goal is:

"I don't have a huge audience yet. I want someone else to bring learners to my course."

I'd prioritize Udemy/Skillshare over Teachable/Thinkific.

If your goal is:

"I have an audience and want my own branded business, but need the technology."

I'd prioritize Teachable/Thinkific.

The tradeoff is that the marketplace platforms give you distribution in exchange for economics/control. You don't simply get an enormous learner database handed to you—you compete with other instructors, and the platform decides how much exposure your course receives.

If you tell me what your course is about, its price (e.g. $49/$199/$999), and whether it's video/self-paced or cohort-based, I can identify the 3–5 platforms where you'd have the best chance of getting platform-generated students rather than having to bring your own audience.

If your priority is marketplace exposure while still keeping control over your course content and pricing, there’s a trade-off: the major marketplaces give you reach, but they generally don’t give you full pricing control.

Best fit: Udemy — if exposure is the priority

Udemy is probably the closest match if you need built-in discovery. You retain control over your course content and can set a base price, but Udemy can run promotions/discounts, so you don't have absolute control over the final selling price. Udemy Support Udemy Support

Best fit for control: Teachable — if pricing matters more

Teachable gives you substantially more control over pricing, branding, content, and the customer relationship, but you generally have to bring your own traffic rather than getting marketplace exposure. Ruzuku

My recommendation

If by "marketplace exposure" you mean "I want the platform to help me find students", pick Udemy, accepting the pricing trade-off.

If you mean "I want exposure but absolutely must control my price", I'd use a hybrid strategy: marketplace for discovery + Teachable (or a similar owned platform) for your premium/direct sales.

If you tell me the tools you're choosing between, I can tell you exactly which one I'd pick.

If your priority is marketplace exposure while still keeping strong control over your course content and pricing, Udemy is the closest fit—but it comes with a major trade-off.

• Udemy: Best for built-in marketplace exposure and discovery. You control the course content, but Udemy controls much of the marketplace pricing/promotion environment, and you receive a smaller share when Udemy generates the sale. www.teachable.com
• Teachable / Thinkific: Much more control over your content, branding, pricing, and student relationship, but they don't provide the same marketplace discovery. www.ruzuku.com

My pick: If marketplace exposure is non-negotiable, choose Udemy. If pricing control is more important, choose Thinkific or Teachable.

A particularly effective strategy is Udemy for discovery + your own platform for the premium version—using the marketplace to attract new learners while keeping your flagship course and pricing under your control. www.ruzuku.comwww.savingsec.com

If your goal is specifically “I have a course idea, but I want to test whether strangers will actually buy it before building a whole course business,” I’d prioritize marketplaces with built-in demand, not platforms like Teachable or Kajabi.

My ranking

1. Udemy — best overall for validation

• Probably the strongest choice for testing a course concept with an existing audience.
• You can publish without paying a monthly platform fee, and students can discover courses through Udemy search, recommendations, promotions, and its broader marketplace.
• Particularly good for searchable, outcome-oriented topics: “Learn X,” “How to do Y,” software, business skills, productivity, etc.
• The big downside is economics: marketplace-discovered sales give you a much smaller share than sales you generate yourself. Steve Wootten Learning Revolution
• Best experiment: create a focused 60–120 minute version of the idea, price it appropriately, and measure enrollments, reviews, completion, and organic discovery.
• Skillshare — best for creative topics

• Particularly attractive for design, illustration, photography, video, animation, crafts, creativity, and creative careers.
• Skillshare says hundreds of thousands of people use the platform to learn creative skills, and it actively promotes selected classes through search, recommendations, homepage features, and other channels. Skillshare Help Center Skillshare
• The model is different from Udemy: teachers generally earn through a royalty/watch-time system rather than selling an individual course for a fixed price. Skillshare Help Center
• One important 2026 caveat: Skillshare has tightened its teacher/earnings model and is currently emphasizing a smaller set of engaged teachers and high-quality classes. Skillshare Help Center
• Teachable — good later, not ideal for validation

• Excellent if you've already validated the idea and want to build your own course business.
• But it doesn't solve the core problem you're describing: “Will people who don't know me buy this?”
• You're largely responsible for bringing the audience yourself. A marketplace is much more useful for that initial test. Ruzuku
• Kajabi — great business infrastructure, poor first experiment

• Strong for an established creator who wants courses + email + marketing + memberships/community.
• Overkill if your question is simply whether a particular course idea has demand.

The key distinction

I'd think about it this way:

Idea → Marketplace → Evidence of demand → Own platform

rather than:

Idea → Build elaborate course → Buy software → Try to find customers

For your particular use case, Udemy is probably the closest thing to a “course idea validation marketplace.” Current comparisons specifically identify Udemy as useful for validation when you don't already have an audience. Learning Revolution Ruzuku

There is also an interesting Skillshare → own platform path for creative creators: Skillshare can help you discover whether people engage with the subject, while eventually moving successful material to a platform where you control pricing and the customer relationship.

udemy.com
skillshare.com

If I were optimizing purely for “test this course idea with minimal upfront risk,” I'd start with Udemy.

If your goal is specifically “I have a course idea and want to put it in front of an existing audience to see whether people actually buy/watch it”, I’d rank the options:

My pick: Udemy

For testing whether a course idea has marketplace demand, Udemy is probably the strongest choice.

Udemy explicitly provides Marketplace Insights, showing things like student demand, search volume, and revenue for course topics. It also lets instructors publish without a monthly platform fee. Udemy Support Udemy Support

More importantly, you don't necessarily need to bring your own audience. Udemy describes its marketplace as reaching millions of learners, with instructors spanning 180+ countries. Udemy Teach Udemy Business

That makes it useful for a fairly clean experiment:

Idea → marketplace listing → impressions → enrollments → reviews → evidence of demand

I'd actually avoid building the full course initially. Create the smallest credible version that meets the platform's requirements, then watch whether strangers find and enroll in it.

When I'd choose Skillshare instead

If the course is about creative skills—design, illustration, photography, video, animation, freelancing, creative careers, etc.—I'd seriously consider Skillshare.

Skillshare says it has hundreds of thousands of learners, and its classes are built around hands-on projects. Skillshare

The important difference is that Skillshare's economics are based largely around engagement/watch time rather than conventional course purchases, so it's better at answering:

“Do people find this topic interesting enough to actually consume?”

rather than:

“Will someone pay $X for this course?”

There's also a current wrinkle: Skillshare changed its teacher royalty eligibility in July 2026 and is deliberately concentrating on more engaged teachers and higher-quality content. Skillshare Help Center Skillshare Help Center

The key distinction

If you're testing the idea itself, I'd use:

Udemy → test demand from strangers

If you're testing a creative education concept, I'd use:

Skillshare → test engagement from strangers

If you're testing whether people will pay $500–$2,000+ for your expertise, I'd skip both and run a tiny paid cohort/pre-sale instead. A marketplace's $10–$30 purchase is a much weaker validation signal for a premium course.

Bottom line: Start with Udemy if your primary criterion is “existing user base + ability to list a course + measurable market validation.” Its Marketplace Insights feature makes it particularly well suited to this use case. Udemy Teach

teach.udemy.com
skillshare.com

Yes. If your goal is “put a small course somewhere and see whether strangers actually care”, there are a few platforms worth considering—but they differ a lot in how much built-in discovery they provide.

My shortlist

For your specific goal, I'd start with Udemy.

Udemy lets instructors create and host courses with no upfront fee, and its marketplace can bring students who are already searching for courses. Importantly, Udemy has a Marketplace Insights tool showing things like student demand, search volume, and revenue for topics, which makes it unusually useful for validation. Udemy Support Udemy Support

There is a catch: Udemy takes a much larger share when it generates the sale. Currently, instructors receive 37% of net revenue on sales without an instructor promotion, versus 97% when the student purchases through the instructor's coupon/referral link. Udemy Support

Skillshare is the other interesting one

Skillshare is particularly attractive if your course fits areas like AI, design, illustration, photography, creative career, or creativity. Publishing is free, and Skillshare has an existing learner community rather than requiring you to bring every student yourself. Skillshare

However, there are important 2026 changes: new teachers need approval, and Skillshare is currently accepting new teachers in a relatively narrow set of categories. Also, starting July 2026, teachers need 50 followers plus a watch-time/publishing requirement to qualify for monthly royalty payments. Skillshare Help Center Skillshare Help Center

The validation strategy I'd use

Don't build a polished 6-hour course.

Instead:

1. Pick one very specific outcome. - Bad: "Learn AI"
2. Better: "Build a 7-day AI content system for your small business"
3. Make a 30–90 minute MVP course.
4. Put it on Udemy at a low introductory price.
5. Watch: - impressions
6. clicks
7. enrollments
8. completion
9. reviews/questions
10. Give it ~2–4 weeks.
11. If strangers are enrolling without you personally selling to them, you've got a much stronger signal than likes or survey responses.
12. Then build the larger version on your own platform, where you own the customer relationship.

The particularly nice thing about Udemy is that you can start with a free course (subject to its current limits) and later convert it to paid; free courses can be up to two hours of video. Udemy Teach

One important distinction: if by "validate" you mean “will strangers pay $20–$50 for this?”, I'd actually make the MVP paid, rather than free. Free enrollment mostly validates curiosity; payment validates demand.

If you tell me what kind of course you're considering, I can give you the 3–5 platforms I'd test for that particular niche and a cheap 2-week validation experiment.

Skillshare is the other interesting one

Skillshare is particularly attractive if your course fits areas like AI, design, illustration, photography, creative career, or creativity. Publishing is free, and Skillshare has an existing learner community rather than requiring you to bring every student yourself.

However, there are important 2026 changes: new teachers need approval, and Skillshare is currently accepting new teachers in a relatively narrow set of categories. Also, starting July 2026, teachers need 50 followers plus a watch-time/publishing requirement to qualify for monthly royalty payments.

Yes. If your goal is “I have little/no audience—can I put a course somewhere and get enough organic traffic to validate the idea?”, there are a few options, but they work quite differently.

Best options for quick validation

• udemy.com — probably the most straightforward choice if you want existing marketplace traffic. You can publish without paying upfront, and students already search the marketplace for courses. The tradeoff is that you give up a significant share of revenue and don't really own the audience. SavingSec Miniloop
• skillshare.com — particularly interesting for creative/design/business-adjacent subjects. You can create a class and even provide free access links, although those free-link viewers don't generate royalties. Skillshare Help Center
• maven.com — my favorite if you're talking about a professional/knowledge-based course rather than a generic video course. Maven has a marketplace of professional learners and explicitly supports free "Lightning Lessons" for validating demand. However, there's an important catch: marketplace discovery isn't immediate—you need 100 waitlist leads or 2 paid enrollments before getting marketplace listing. Maven Maven Help Center
• LearnShare — an interesting newer option if you want to run a free workshop/pilot first, then turn it into a paid cohort. It currently advertises a free plan with up to 10 active learners and built-in workshop/lead-capture funnels. LearnShare

What I'd actually do

If your objective is validation rather than maximizing revenue, I'd use a two-stage experiment:

Stage 1 — Test the idea cheaply

Put up a very small version:

“60-minute workshop: How to ___”

Charge $0–$20, rather than building a 6-hour course.

Then measure:

• Landing-page visitors → signups
• Signup → attendance
• Attendance → “I'd pay for this”
• Actual purchases/preorders
• Questions people ask during the workshop

Stage 2 — Only build the full course if there's evidence

For example, if you get 50 people through a free/cheap workshop and 8–10 say they'd pay $100+ for the deeper version, that's vastly more useful validation than spending three months producing the full course.

One important distinction

If by “starter traffic” you mean “I don't want to promote this myself at all; I want the platform to put strangers in front of it”, then Udemy/Skillshare are closer to what you're looking for.

If you mean “I want a platform that helps me collect the first 50–100 interested people without already having a huge audience”, Maven is more compelling, particularly for professional topics. Maven itself describes its marketplace as an accelerant, not a replacement for initial distribution. Maven Help Center

If you tell me what kind of course you're considering (e.g. AI, Excel, fitness, woodworking, marketing, coding, career, etc.), I can tell you which platform I'd use and what I'd price the validation version at.

If your priority is getting in front of learners without spending much on ads, I’d start with a course marketplace rather than a standalone course platform.

My pick: Udemy

For a brand-new creator with little or no audience, Udemy is probably the strongest first bet:

• No upfront hosting fee and you can publish paid courses after becoming a Premium Instructor. Udemy Support Udemy Support
• It has a large existing learner marketplace, so discovery doesn't depend entirely on your own Instagram, email list, or paid ads.
• Its Marketplace Insights tool lets you investigate learner demand, search volume, and competing courses before you build. Udemy Support
• The major downside is revenue share: Udemy says instructors receive 37% of net revenue on sales generated without an instructor promotion, versus 97% when the learner buys through the instructor's coupon/referral link. Udemy Support

So you're essentially trading margin for access to Udemy's existing traffic—a pretty reasonable trade when you're starting from zero.

What about Skillshare?

Skillshare can be attractive if your course is particularly suited to creative fields such as design, illustration, photography, animation, or crafts. Its model is subscription/royalty-based rather than selling your course at a fixed price. Skillshare Help Center

However, there's an important 2026 catch: Skillshare now requires teachers to meet eligibility thresholds to receive monthly royalties, including a 50-follower minimum, and it has introduced additional requirements effective July 16, 2026. Skillshare Help Center Skillshare Help Center

That makes it less attractive than Udemy for a creator starting with literally zero audience.

What I wouldn't start with

Platforms such as Teachable, Thinkific, Kajabi, or Podia are better when you're ready to build your own course business. They give you more control over branding, pricing, and the customer relationship, but they generally don't solve your biggest problem yet: finding learners. Ruzuku

The budget-friendly strategy I'd use

Start on Udemy → validate the topic → build reviews → then diversify.

Before recording 10 hours of video, use Udemy's demand data to find a topic with clear search demand but manageable competition. Make the first course narrowly focused rather than "The Complete Guide to Everything."

Then, once you have learners and some proof that people will pay, you can introduce a higher-priced version on your own platform and use Udemy primarily as a discovery channel.

Bottom line: If you have $0–$100 to spend on marketing and no established audience, I'd choose Udemy first. Its revenue share isn't ideal, but its built-in marketplace is exactly what you're looking for. Udemy Support Udemy Support

If you’re a new course creator with little or no audience and almost no ad budget, prioritize a platform that already has learner traffic. The trade-off is usually lower revenue per sale and less control. Ruzuku CreatorStackClub

Here are the strongest options:

My suggested low-budget path

1. Launch your first version on Udemy

• Pick a narrow, searchable topic (for example, “Excel dashboards for nonprofit managers” instead of “Excel mastery”).
• Use Udemy’s marketplace search to learn what learners already want.
• Focus on getting reviews early; reviews often matter more than fancy production. Mighty Networks
• Repurpose content into discovery channels

• Turn lessons into short YouTube videos, LinkedIn posts, TikToks, newsletters, or free mini-lessons.
• Use those channels to eventually move learners to your own platform.
• Move your best-selling course to your own platform later

• Once you know the topic sells, a platform like Teachable or Thinkific gives you more control over pricing and the customer relationship. CreatorStackClub

If I had to pick one for your situation:

• No audience + need learners now: Udemy
• Creative course: Skillshare
• You already have followers/email subscribers: Teachable or Thinkific
• You’re validating an idea before investing: Gumroad

A useful question before choosing: What type of course is it (career skill, software, hobby/creative, fitness, business, etc.) and do you already have any audience at all? The best marketplace changes a lot by niche.

If your key requirement is “I run cohort-based courses, and the platform itself helps promote each new cohort to an existing pool of students,” the standout is Maven.

Best fit: Maven

Maven is unusually well aligned with this model because it is both course software and a learner marketplace.

• Cohort-native: built specifically around live, cohort-based courses rather than adapting an evergreen-course LMS. Maven Maven
• Marketplace discovery: students can discover courses through Maven's marketplace, homepage, trending placements, and personalized recommendations. Maven Help Center
• Maven promotes courses to its student base: its weekly recommendation emails are personalized based on students' interests and prior Maven activity/enrollments. Maven Help Center
• New-cohort promotion: when you open a new cohort, Maven automatically sends branded launch emails to your waitlist. Maven Help Center
• Repeat cohorts are easy: you can create another cohort and copy the syllabus/events from the previous one. Maven Help Center
• Marketplace amplification: once a course has initial traction, Maven says its discovery system can amplify it to relevant students. Maven Help Center

The important nuance is that Maven isn't a “post a course and we'll fill it for you” marketplace. You generally need to generate initial traction yourself—Maven currently requires either 100 waitlist leads or 2 paid enrollments for marketplace listing. After that, its marketplace, recommendations, and trending mechanisms can provide additional distribution. Maven Help Center

How the alternatives compare

For example, Circle explicitly supports fixed-date cohort courses and has strong community, live-event, and cross-promotion capabilities, but its model is much more about building and monetizing your own community than having a centralized marketplace recommend your new cohort to other students. Circle

If distribution is the deciding factor

I'd rank them:

1. Maven — best if you want platform-generated demand for professional cohort courses
2. Mighty Networks — interesting if the network/community itself is central
3. Circle — best if you already have an audience and want to maximize retention/cross-sell
4. Kajabi / Thinkific / Teachable — best as infrastructure when you own the acquisition channel

So if you're specifically looking for “Shopify, but for cohort-based education, where the marketplace itself brings prospective students to my next cohort”, Maven is probably the closest existing product.

If you tell me what kind of cohorts you're selling (e.g. professional education, coding, fitness, executive education, hobbies) and roughly how many students you expect per cohort, I can also identify the 3–5 platforms that most closely match that exact model, including their marketplace reach, fees, and whether they actively market new cohorts to existing students.

If your key requirement is “host cohort-based courses and actively promote new cohorts to the platform’s existing student audience,” Maven is the clearest fit.

Best fit: Maven

Maven is unusually well aligned with this model because it combines:

• Cohort-native course infrastructure — live sessions, scheduled curriculum, cohorts, community, etc.
• A marketplace of courses where students can browse by topic and search for courses. Maven Help Center Maven
• Platform-wide recommendation emails — Maven says it recommends courses to students based on their interests and activity, with factors including relevance, enrollment momentum, and how soon the cohort starts. Maven Help Center
• Trending/homepage placement — courses with strong recent enrollment momentum can get additional marketplace visibility. Maven Help Center
• Repeat cohorts — you can create additional cohorts and reuse the syllabus/events from previous cohorts. Maven Help Center

The important nuance is that Maven isn't a marketplace that simply blasts every new cohort to its entire student base. Its distribution is algorithmic/personalized. A new cohort needs to be open for enrollment and meet marketplace requirements, and Maven's recommendation system favors courses that are relevant to a particular student, starting soon, and showing enrollment momentum. Maven Help Center Maven Help Center

Maven explicitly describes its marketplace as working alongside your own marketing: you generate initial traction, and Maven amplifies that traction through its marketplace, homepage, and personalized emails. Maven Help Center

How I'd rank the options

The distinction I'd make is marketplace distribution vs. course software. Thinkific, Kajabi, Teachable, Circle, etc. are primarily tools for you to bring the audience. Maven is one of the few platforms where the platform itself has an audience that can discover your next cohort.

Maven's own current marketplace shows this in practice: it has sections such as Trending, Best selling, Starting soon, and New on Maven, with numerous live cohort courses listed. Maven

One caveat: Maven requires some initial traction before a course gets marketplace listing—currently 100 waitlist leads or 2 paid enrollments, followed by review. So it isn't quite “upload course → immediately get students from Maven.” Maven Help Center Maven Help Center

Bottom line: If you're specifically looking for “Shopify/Amazon for cohort courses, where the marketplace can help fill my next cohort”, I'd start with Maven. If you tell me whether your courses are professional/skills, consumer, university/academic, or creator-focused, I can give you a more comprehensive comparison of the 5–10 platforms that actually have marketplace-driven enrollment.

Yes. What you’re describing is essentially an online-course marketplace where the platform itself provides discovery and marketing, rather than just giving you course-hosting software.

The strongest fits are:

• Udemy — probably the closest match. Your course is searchable in Udemy’s marketplace, and Udemy surfaces courses based on relevance, learner demand, ratings, engagement, etc. Teach Udemy

• The important caveat: Udemy does not generally email its entire learner database to promote an individual instructor's course on demand. Instructor promotional emails are primarily for reaching students who have already enrolled in your courses. Udemy Support Udemy Support
• Udemy does have its own marketplace promotions, deals, recommendations, and other discovery mechanisms, so the platform can generate sales you didn't personally source.
• Skillshare — arguably an even better match for the "platform markets my course for me" aspect. Skillshare says it promotes classes through member newsletters, personalized recommendations, homepage/Browse features, social campaigns, influencer partnerships, and paid advertising. Skillshare Help Center

• Its search algorithm also considers your title, description, tags, and student engagement, so there is genuine marketplace-style discovery. Skillshare Help Center
• The tradeoff is that Skillshare operates more like a membership/subscription library than a traditional "buy this individual course for $49" marketplace.

The distinction I'd pay attention to

There are really three different models:

So if your goal is:

"I upload my course once, and the marketplace has its own search traffic, recommendations, email list, promotions, and sales engine."

I'd start with Udemy and Skillshare, rather than a course-hosting platform.

If you tell me what kind of course you're selling, its approximate price, and whether you want one-time purchases or subscriptions, I can narrow this down to the 3–5 platforms that are actually worth considering, including their audience size, revenue split, discovery mechanisms, and how much marketing they do for instructors.

Yes. What you’re describing is usually called a course marketplace or course discovery marketplace: a platform where instructors upload courses, the platform helps students find them through search/recommendations, and the platform may promote courses through its own email campaigns, ads, and notifications. Ruzuku

Some of the main options:

A few considerations:

• Udemy is probably the closest match if you want “upload a course → students discover it → marketplace helps sell it.” Udemy explicitly provides instructor marketing tools and runs its own learner marketing campaigns. Udemy Support Udemy Teach
• Skillshare is closer to a subscription streaming model; its promotion system includes newsletters and personalized recommendations rather than primarily individual course purchases. Skillshare Help Center
• Marketplaces generally help with discovery, but you usually trade away some control over pricing, branding, and direct access to student relationships. Ruzuku

If your goal is “I have a course and I don’t want to build an audience from scratch; I want the platform to bring me buyers”, I’d start by comparing Udemy vs Skillshare.

If you tell me:

1. your course topic,
2. price range (free / $20–100 / premium $200+), and
3. whether you want one-time purchases or subscriptions,

I can narrow down which marketplace is the best fit.

If by “marketplace-style” you mean the platform should actively help creators get discovered, while still leaving most of the sale revenue with them, I’d recommend Gumroad—with an important caveat.

Best fit: gumroad.com

Gumroad has an actual Discover marketplace, so creators can potentially get sales from Gumroad’s audience rather than relying entirely on their own following. The trade-off is significant: direct sales cost 10% + $0.50, while sales attributed to Gumroad Discover cost 30% including processing. Gumroad Gumroad

So I’d frame the options this way:

• Gumroad — best if platform-driven discovery is a major requirement. You sacrifice more revenue when Gumroad itself generates the sale.
• Fourthwall — best if creator economics are the priority. It takes about 5% for memberships, 5% for digital products under its current standard pricing, and creators retain 100% of profits on catalog physical products after the listed product cost. It also offers integrations, memberships, storefront tools, and promotional features. Fourthwall Fourthwall
• Patreon — strong for recurring memberships and community, but less compelling if you specifically want marketplace-style discovery. New creators are generally on a 10% platform fee, before applicable payment-processing and other fees. Patreon Help Center Patreon Help Center

My pick: If you are building a platform for creators and your key differentiator is “we promote you, but don't take an excessive cut,” I'd look closely at Fourthwall's model rather than simply copying Gumroad. Fourthwall demonstrates that a roughly 95/5 membership split can coexist with creator storefronts, integrations, promotional tools, and brand ownership. Fourthwall

If you're asking because you're designing a new creator marketplace, I can also suggest a concrete platform/creator revenue split + discovery/marketing model that would be competitive with these platforms.

If you want a marketplace-style platform where creators get both discovery/promotion from the platform and a reasonable revenue share, I’d look at these options:

My recommendation by creator type:

• Digital products (templates, courses, ebooks, software assets): Gumroad is a strong balance if you value simplicity. Use it mainly for your own traffic; marketplace discovery is useful but costs more. gumroad.com
• Creators starting from zero who need discovery: Etsy or a niche marketplace may be better because the platform already has buyers searching.
• Creators with an audience who want sustainable income: Patreon is often a better fit because the relationship is recurring rather than one-off sales. support.patreon.com
• If you are building a new creator marketplace yourself: a fair model is usually:
  • 10–15% platform fee for creator-driven sales
  • 20–30% fee only for sales generated by platform marketing/discovery
  • transparent promotion rules
  • creator analytics and audience ownership tools

The key distinction is whether the platform is a storefront you operate or a marketplace that brings you customers. Creators usually accept a larger cut when the platform is genuinely doing customer acquisition. gumroad.com

If you mean a marketplace for a specific category (music, digital art, courses, physical products, AI assets, etc.), the best choice changes quite a bit.