Don't discount gaming: football manager, fifa, PES etc. all have a focus on tactics (in particular the former). Also, managers themselves are becoming superstars (Mou, Klopp, Pep, Simeone etc.) in a way they didn't used to be, which also adds to the focus on tactics.

It's the commentating, in the last few years there's been an effort to educate the commoners on tactics. More people understand the game and will consume the tactical breakdowns.