The people that use Maya have been using Maya since the days of it being the only thing available. When you have students as young as junior high school getting active in computers and graphics, they have no money. Using myself as an example, I was a frequent user of newsgroups like a.b.m.a. to find the software to learn how to use. Now that I'm a "professional" by earning money with software I "borrowed" while learning, I now pay for all of it.

Now that tools like Blender, Resolve, etc are all available for FREE, it's a no brainer why the younger folks entering into the scene are using them. Hook them while they are young, they'll use it for life. On top of that you can add any converts, once you have a features worthy, as everyone likes free. With places like Reddit and YouTube, you can even forgo support and crowdsource it.

For the same reason Maya & friends offer heavily discounted (or even free) educational licenses: people tend to stick with what they initially learned.

That approach works great when someone's first experience is in a traditional education system, but these days any interested kid will start to explore the options way before that - and all those self-taught hobbyist Youtube teachers haven't been offered free licenses to make content either!

So now you've got a decent pool of enthusiastic kids flowing into education with pre-existing Blender knowledge. And Blender is good enough for educational purposes, so as long as it doesn't significantly hamper the students post-education it is very attractive for educators to adopt as well - why bother with all the hassle of getting educational licenses when you can just download it for free?

The second Blender started to get industry adoption it was basically over for Maya. They could've saved it by turning it into a freemium product which hobbyists can download and install as easy as Blender, but it's probably too late for that now.