That's a good point and, for lack of studies about it, it's impossible to tell which is the most pervasive.

As a counterpoint, and this might be an "unpopular opinion"™: not all games are (should be) made for as broad an audience as possible and different attention (investment) levels should be expected depending on the game. That obviously won't resonate with the business side of the gaming industry, but I think everyone needs to be aware of how much time they can dedicate to their hobbies and pick them accordingly.
I'm thankfully not in a position where I have to work 60hrs a week and I'm childless as well, but some weeks might leave me with less free time than others and I pick entertainment/media accordingly. That might not be what others do and I know my experience is likely purely anecdotal, but if I feel I don't have enough time to properly enjoy a game or remember its premises as I play, I'll simply do something else, even if gaming is my favourite hobby.

And to be clear, I fully agree that society needs to change dramatically either way. Everyone would benefit from better work-life balance.