No one's throwing their Samsung S9 in the trash, at least not until it's obsolete. 30 years ago, if you wanted to make an image, you used film, with a selection of formats, including instant. All the world's four billion people, excepting NASA and a few other agencies, either used film, or they didn't make an image. That's a huge captive market for film manufacturers. Today, if you want to make an image you can use film and pay for both the film, development, and prints or scans, or you can use a digital camera of some sort (already paid for, or making monthly payments as part of your phone bill) and pay nothing else. You can share the images with anyone (or everyone if you like). Digital is practically free and ubiquitous.
So we have a situation where the situation switched from a tiny minority using digital cameras to a tiny minority using film. There's nothing compelling people to use film as in the past when it was the only game in town. People dropped film as soon as they could afford a digital camera. The heyday of film is gone, never to return. Whatever uptick you detect in film usage is a rounding error compared to the past. Film's in the long tail now.