From what I’ve seen, kids of this generation are preferring marvel movies over Star Wars movies. Not that they dislike Star Wars by any means. They like it, but not as much as Marvel, hence it doesn’t have the priority like it did in the 80’s and 2000’s. No one’s fault.
I think it’s that simple.
They do, but this was not some preordained fact. Before 2008 there was no MCU, and so Kevin Feige and his team had to device a plan to get people to see their movies and buy their merchandise. The same was true for Kathleen Kennedy and her team by 2012, only they were starting from an existing franchise, and fanbase. In the end it’s the product and the marketing that made the customer prefer the MCU over Star Wars. That doesn’t mean the Star Wars product is bad, but a different product might have tipped the scales in the favour of Star Wars. Perhaps Star Wars is getting stale, or perhaps it’s the simultaneous introduction of saga films and spin-offs that affected the recognizability of the brand, or perhaps it’s any number of other reasons.