This is a great topic. I think a lot of people will have varying answers though.
There’s a lot of ways to answer that question. Is “better than ever” related to general popularity, quality of the films, financial value/success of the brand?
Star Wars becomes something personal for each fan, and I think every fan will be biased with their answer.
I grew up during the prequel era, so despite the critical reception of those films, I feel it was a great time for the franchise. A lot of great games, books, toys, eventually The Clone Wars, and as a kid I loved the prequel movies too.
I think each era of the franchise had something special to it: the OT era, the dark times (87-91) when all fans really had was the tabletop rpg, the birth of the EU in the 90s, the prequel era, the “post-saga” 2005-2012~ period, and now, the Disney era. While some eras had more content, I think there is also something special about the fans who had very little content, but had their imagination to explore that galaxy.
And I think even the post Disney-era will have different “periods”, too. Personally, I think there hasn’t been a lot of meaty content outside the films for fans since the Disney acquisition. Disney/EA has kind of dropped the ball on the game-front, and I kind of feel like besides a few gems, the books have been afraid to step on the toes of the filmmakers, so a lot of the non-film material feels inconsequential besides maybe Rebels. Lucasfilm has been finding its footing since the acquisition.
I think from a kid’s perspective, there hasn’t been a whole lot to latch onto compared to when I was a kid. If I were a kid now, I probably would’ve gravitated towards Marvel stuff inbetween the SW movie releases.
But I think if I was a kid now I would also be really excited for the future. Like you mentioned Dom, there is so much more on the horizon that the next generation of fans will have. Brand new movies, multiple tv series, hopefully interesting books and video games. The best era of Star Wars might not even be here yet.