“Afro-beats” should really be seen as Afro-pop. Afro-beats is broader, but what people colloquially refer to as Afro-beats is Afro-pop.
Early Afro-pop was primarily Nigerian artists singing for a younger Nigerian/African crowd.
What really allowed the sound to go global was the large African diaspora in the UK, US and Canada. Once the diaspora came of age, the sound expanded because they finally had contemporary Afro-themed music that they could play at their events eg weddings, African Student Union events etc
Afro-pop is not competing with hip-hop/r&b, and it never will. It has its own lane, place and target demographic. When artists like Davido, Wizkid, Ruga etc tour in the US their shows are like 99% African/African Diaspora.
Not everyone is going to like the sound and that’s perfectly normal. Not everything is for everyone.