I agree it's more difficult to measure popularity now that less and less people buy things and they have developed methods for calculating the worth of a stream, etc. I think there's a similar issue arising with films now that we have to factor streaming into the equation. For example, no-one seems to think of Luca as a huge hit, but it was the most-streamed film of 2021 by a reasonable margin. So, was it actually a huge hit? With Encanto we'll also never really have a straightforward metric like box office takings by which to judge its success against other films as it moved so quickly to streaming and then seemed to take off.
As for We Don't Talk About Bruno, one point in its favour for being around a while is that it's success has been international. When I was in Mexico in January it was making waves and, as I mentioned, topped the UK charts and has made the top 5 in Australia and I'm sure elsewhere. So, it's not just a quirk of the Billboard calculation method, the song has seemed to hit a nerve and could. Probably a lot more than that song from Twisted that they keeping putting in everything!