I’ve been digging into the latest UCAS data, thinking not just about what it says but also about what it means for how we support students through what’s shaping up to be a more emotionally driven, competitive Clearing cycle.
If 2025 follows last year’s trend, a 12% rise in students choosing to decline their place, the real story isn’t just in the numbers. It’s in the behaviour behind them. Students are approaching Clearing with more agency. It’s less of a last-minute panic and more of a considered, strategic choice.
The topline figures? A slight increase in applicants and around 300 more students expected to place through Clearing. But there’s far more to unpack once you dig into subject shifts, regional movement, and evolving applicant behaviour.
Clearing Is Becoming Strategic
We’re seeing a clear shift: more students are choosing Clearing and not falling into it. The rise in “decline my place” shows students reassessing options even after accepting offers. Direct-to-Clearing applications are increasing, too, with confident, late decisions—especially among mature and non-traditional students.
In short, Clearing isn’t just for the unplaced anymore, and that mindset shift needs to be reflected in how universities plan and communicate.
Key Trends to Watch
- Subject-level shifts: Business and Management could bring 1,200 more Clearing entrants. Biosciences and Sociology may fall by over 500, potentially changing which courses you lead with and when.
- Regional trends: Growth is forecast in the West Midlands, East of England, and Scotland. Recruitment could be tougher in Wales, Yorkshire, the North West, and the South West.
- International fragility: A 16% forecasted drop in international Clearing entrants adds pressure, but UCAS data also highlights a wider slowdown in international undergraduate applications overall.
This underlines how fragile international pipelines have become, driven by policy changes, cost pressures, and global competition. - Mature student decrease: Applications from students aged 21+ have declined 6.4%—a continuation of a longer-term trend.
Universities will need to rethink their balance:
➔ Diversifying international recruitment beyond UCAS and into multiple markets and channels.
➔ Defending domestic recruitment strategies to maintain and grow their UK market share.
What We’re Seeing on The Student Room
Behavioural data from TSR adds texture to the UCAS numbers:
- Over 100,000 Clearing-related conversation pageviews in just two months, showing early and active interest.
- Law and Engineering & Tech are already gaining traction.
- Just 1 in 5 students feel well-informed about Clearing—a massive opportunity for guidance-led messaging.
- 10% of discussions are from parents and influencers, showing a rise in decision supporters who want clarity and reassurance.
- Even in declining regions, engagement is high, signalling not just interest but also a need for reassurance and connection.
- Sentiment ratings around Clearing are highest among older students and those discussing humanities and language subjects, highlighting the importance of tone, reassurance, and relevance in messaging to these groups.
What Universities Should Be Doing Now
This year’s Clearing will favour institutions that show up early, provide meaningful content, and speak directly to student concerns before Results Day pressure kicks in.
1. Strengthen Visibility Early
- Refresh your Clearing landing pages—less marketing fluff, more practical support.
- Add early sign-up forms, ambassador quotes, and “what to expect” guides.
- Use display and contextual advertising to reach students before they search “how does Clearing work?”
2. Lead With People, Not Just Pages
- Host AMAs with academics or admissions teams to answer questions in real time.
- Empower student ambassadors to be active on forums—authentic peer advice resonates more than polished comms.
3. Target your strategy and messaging for the audience
- In growth regions, go early and local.
- In challenging areas, lead with messages around belonging, support, and flexibility.
- For declining subjects, reframe around outcomes—career routes, hybrid learning, and future-proofing.
- Build course campaigns that connect the subject with current student stories or graduate success, especially if the subject area is seeing reduced demand.
- Consider a dual campaign approach for early-engaged 18-year-olds and one tailored to re-engagers or adult learners, particularly for online or flexible learning courses.
4. Strengthen International and Domestic Resilience
- Universities must not rely solely on traditional international pipelines, especially UCAS routes.
- Clearing strategies should now include broader, more resilient international campaigns targeting multiple markets.
- At the same time, domestic student recruitment strategies need defending and expanding to retain institutional market share.
5. Engage Parents and Influencers Thoughtfully
- Nearly 1 in 10 Clearing discussions on TSR are from parents or advisers.
- Offer myth-busting content, timelines, resources and quick guides to the process.
- Target influencers with tailored campaigns off-platform, using audience intent signals.
- Consider running parallel campaigns for students and their supporters, using the same core message, but different formats and tones.
Final Thoughts
The most significant shift I’m seeing is that students are planning earlier, weighing up more options, and relying on trusted voices. They want empathy, clarity, and confidence in their next step.
The universities that cut through will be those that don’t just show up, but show they understand.
If you’d like to discuss strategy or get tailored insight into how your institution can stand out this Clearing, please reach out or grab our latest Clearing media pack to explore what’s possible.
Further Reading
If you’re planning your Clearing strategy, you might also find these insights useful:
Year 13s share how they feel about results day and starting university
How providing the right support can bring more students to your university
We asked students what they most wanted from an open day – here’s what they told us