I don't really listen to music because it is popular. I happen to like some music that also happens to be popular. But I do not like it more or less because of it's popularity. I like it more or less depending on melody, composition and musical virtuosity. As a musician that studied music those elements are important to me for my personal engagement and enjoyment.
Most of the stuff I like would melt most people's brains. Too many notes, odd time signatures, too many chords or key changes, syncopation ... the average person will run for the door covering their ears. Ever been to a Dream Theater show? How many of the audience members would you guess are technical musicians? (Hint a sh*t ton of them). Would the average Swifty know who the hell John Petrucci is? Or how about Porcupine Tree or Steven Wilson? Most people would have no clue.
Yet those guys still live in mansions with big bank accounts. In the Modern Music Industry tours pay the bills. If someone wants to come see you play and you can fill a big enough venue you will earn. Even a smaller venue ~500 seats at $15 a seat (to the band) is still $7500 a night, 50 nights a year = $375,000/year. Now double it and do 100 nights/year. Chump change right? That doesn't even include merch sales. There's more than one way to skin that kitty and there's bands and artists doing exactly that level that most people have never heard of.