If shareholders knew how bad AOS actually moves, they would sue the damn company. I truthfully don't know how GW gets away with it. If I had to guess, 40k and AOS are reported under the same umbrella. Even then, the greater demons are basically carrying all of the water for AOS sales, all to be put next to space marines and played in a 40k. The annual report comes out in July. If they say "decline in AOS sales", they actually mean they have fallen off the cliff completely.

I know it's bad because even the higher ups are talking about promoting AOS more. Someone I know who works for GW was having a conversation with a higher up over expanding skirmish game selection and they were told to try to promote AOS more instead, despite Kill Team and Necromunda driving about 10 - 15 times more sales than than any AOS product. Even the head of NA told the whole company to their faces that Skaventide flopped and tried to explain why.

Why TF would they spend like 10 million dollars investing into The Old World in this year alone if AOS was doing gangbusters? AOS is doing so bad that they are probably, as we post here, working on converting the inevitable chaos dwarfs into The Old World despite them originally being planned for AOS (as hinted in the new core book).

Fantasy in general has kind of fallen out of pop culture. Even DND and LOTR are struggling to keep fans while sci-fi brands just keep getting more and more popular. Pic somewhat related.