If you think about it, it's pretty wild that the appearance of D&D in Stranger Things did what it did. I mean, Vin Diesel had come out as a gamer years before and it hardly moved the needle. And of course once ST got people interested in D&D as passive entertainment, CR and other streams took off and D&D benefited. But really what did WotC do in those early days to "earn" that success?
I do think more recently they have done a great job of turning interest into sales. I think it is a very much open question how much of this new cohort will be around for the long term, and (more importantly) where this generation's White Wolf will emerge from.