There are less smokers in the United States now, and probably a lot of other modern nations as well. I saw somewhere years ago where the percentage of the US population that smoked has been on the decline for several decades. I think it is attributed to education about smoking's harmful effects and smoking just having a big social stigma now.
Unfortunately, vaping has become quite popular and for weird reasons people consider it less harmful (I disagree with that). I think vaping has replaced smoking among younger people in more modernized nations.
Also, smoking is still very popular in poorer nations. Places like Indonesia, parts of Africa, etc. are still heavily marketed to by big tobacco as these nations are some of their biggest customers.
Go to youtube and do a search for "smoking indonesia" and you'll see it is a problem with really young kids.
Big tobacco will target any demographic they can.