They are different cases, MJ has a very large fan base and, most importantly, much of them are young.
I think the problem is the lack of interest of the new generations and we cannot say that she has not tried to get closer to them, she collaborated with trending artists on singles, albums, performances, tours, etc that should have done something if new generations were interested in her.
I remember that when Maluma album where Madonna collaborated was released, I followed their streams to see how positioned with respect to the other songs on the album, I never expected it to be the most streamed song but I remember that it was sad when I saw that it was one of the songs that less streams had received, I mean if I was fan of an artist and he collaborated with Madonna, it would catch my attention and I would want to know how it sounds at least.
I don't know if something different happened with her collaboration with Quavo and Cardi B.