So... Where are all of these people who play Narrative AoS instead of Matched?
Judging by amount of representation each mode sees in pretty much any online space (forums, subreddits, Youtube channels, etc), Narrative players look like a significant minority as far as "number of games played" is concerned.
There are definitely people who play kitchen-table games, and people who run Narrative campaigns with their friends. There are definitely people who mostly collect models and read books, who might play a game or two with Open rules.
But for as often as I hear the argument that "Matched players are the minority," there doesn't seem to be much evidence for it.
The people who are actively playing this game, on a regular basis, and playing it the most, are - by a significant margin, I'd bet - Matched players.