Chess is having its soccer moment now. Here is why:
1- The entry cost has fallen dramatically. Before at a minimum you'd need to afford a chess set and a couple of books. Now, all you need is a parents phone. This is similar to soccer, where the entry cost is any ball you can find.
2- its egalitarian. Your size, sex, height, and even age do not matter. This has always been true but now its more pronounced with apps blurrying entry further. This is also similar to soccer in that even age differences dont really matter
3 - learning curve has flattened dramatically. This to me is key. In soccer, anyone can jump in an play even if you cant learn by watching. This was not true for chess until apps came along. It is particularly powerful that kids no longer need to follow notation or boring books to learn how to play well. Everything can now be taught by video, at your own pace.
4 - chess is now hyper social. This is another key element also enabled by apps. By being a 2 player game, its not a game that is social by nature. However, now you can be social anytime, anywhere. No board required.