Yes length of game especially Test matches has been major obstacle for new fans in Europe and Americas which is why ICC is focusing on shorter T20 format for global growth. Inclusion of T20 cricket in 2028 Los Angeles Olympics is huge step to attract new audiences especially in U.S. and is expected to encourage more countries to start playing. On top of that ICC is expanding number of teams in World Cups to give more nations chance to compete all with goal of making cricket truly global sport like football.