College Admissions to Remain Highly Competitive Despite Looming Enrollment Cliff, Survey Shows

College admissions officers expect the 2026–2027 application cycle to remain highly competitive, defying expectations that a shrinking student population would make getting into college easier. A newly released survey of 212 admissions officers shows that 90% anticipate the upcoming cycle will be at least as competitive as the 2025–2026 period, with 11% expecting it to be much more competitive and 33% expecting it to be somewhat more competitive.

The persistent competition comes as higher education braces for a looming enrollment cliff driven by a shrinking college-age demographic. While applicants may expect an easier path, admissions officers are deeply concerned about the broader impacts of this shift. Specifically, 81% of officers express concern for higher education overall, 68% worry the demographic transition could force school closures or mergers, and 41% fear it will hurt their institution's ability to offer financial aid.

Investors and families should also watch for a potential return of standardized testing requirements. The survey found that 16% of admissions officers at test-optional schools are considering or planning to reinstate SAT or ACT requirements, double the percentage from last year. This trend is highlighted by the University of California system, which is currently evaluating a return to standardized testing.

Shares of Kaplan's parent firm, Graham Holdings Company (NYSE:GHC), traded up 1.03% to $1170 today.