As I understand it, it's T20 that is getting the promotional/financial boost right now. It seems to be the format that is going to appeal to younger audiences and/or American attention spans.
I heard (but cannot confirm) that one of the bigwigs of Maojr League Cricket (which is T20) also holds an interest in Willow, the streaming service for cricket.
https://en.wikipedia.org/wiki/Willow_(TV_channel)
https://www.willow.tv/