I really have no good point of reference. My daughters are still rather young to be showed Star Trek or Star Wars at this point, but I certainly will when I feel they are ready.
I think that it is a lack of awareness. When I was in junior high/high school in the 90s, Star Trek was everywhere, and people were more aware, if not enjoying it. Even my own circle of friends would sometimes tire of the amount of Trek, and go towards Star Wars, StarCraft, and the like.
Nowadays, there is not that large presence. I have to actively seek how Star Trek to find and discuss, be it novels, comics, Star Trek magazine, or forums
There are other facets that come in to play now too. My experience has been with the younger generation is less likely to want to pay for something unless they find it interesting. I've heard commentary about how there was an app that 99 cents and that was "too much" but when it became free, then it was the thing to have. The app had not changed, but the price tag of 99 cents was seen as prohibitive.
Finally, there really is not much investment in something new from the content creators. The current merchandising patterns is far more oriented to the existing fan base (Mego retro Star Trek cloth figures, anyone?) than engaging a newer market.
In short, its complicated
