I think CoD is adapting very well to the market. lots of zoomers are playing it today, lots of new age gamers who aren't zoomers too.
both games have the primary aim to have the biggest playerbase possible for an fps game and for that reason I think activision is doing better than ea.
People have grown up and realized they're so over bf now, if they wanted a proper war game they would rather play a sim like arma or war thunder, instead they're looking for casual experience playing arcade shooters which are inclusive to many mechanisms and CoD does a great job at that, those are just my two cents.