The present study investigated the role of digital marketing drivers in shaping learners’ perception and behavioural intention towards EdTech startups in India. In an increasingly competitive online education market, understanding how digital marketing influences user decisions has become essential for platform growth and sustainability. Using a quantitative, descriptive, and cross-sectional design, primary data were collected from 200 EdTech users through a structured online survey. Statistical analyses, including regression, ANOVA, and chi-square tests, were employed to examine three key digital marketing drivers such as content appeal, exposure level, and influencer marketing. The results revealed that digital marketing content appeal had a strong and significant positive effect on learners’ behavioural intention, indicating that engaging and credible content substantially enhances users’ willingness to adopt or continue using EdTech platforms. Exposure level also significantly influenced behavioural intention, with learners experiencing higher exposure demonstrating stronger engagement intentions. Additionally, influencer exposure was found to be significantly associated with subscription status, confirming the persuasive power of authentic and credible influencers in driving learner trust and conversion. Overall, the study concluded that strategic, authentic, and value-driven digital marketing practices effectively shape learner perception, engagement, and platform adoption. The findings offer both theoretical and managerial insights emphasizing that consistent, credible, and personalized marketing communication is essential for strengthening learner loyalty and ensuring the long-term sustainability of EdTech startups.