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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.
Many countries are organizing T10 leagues to bring cricket to a smaller scale, but I think those T10 leagues are not getting much popularity. I think the T20 format is fine because it takes about four hours to complete the game and there is excitement and attraction in this game that is not present in other formats. Maybe it is difficult for new countries to do well in the T20 format quickly, but if a country tries and works on cricket, then they will definitely be able to become a good team in a few years. Since there is a rule in cricket that cricketers from one country can go to another country and become citizens of that country and play for that country, so if a developed country spends enough money on cricketers, then cricketers from India, Bangladesh, Sri Lanka or other countries can play for all those countries.