>>96080391
I feel like 40k has more support since it wasn't dead for 9 years and replaced by 40k planeswalkers with Land Marines and God Emperor Sigmar. Fantasy has a huge fanbase of secondaries because of the lore and the videogames but a smaller playerbase/collectorbase because rank and flank is harder to get into.

Another thing I think reduces the popularity is that there are fewer new releases of this and that subfaction. Cathay is a test to see if such things can be profitable, but I would be down with datasheets for stuff like Norse Dwarf War mammoths and Berzerkers to run a Norse Dwarf subfaction of the Dwarfs (because otherwise they're effectively the same).

Fantasy is cheaper though, ironic since what killed it was that fantasy was more expensive than 40k.