Cracks, Adware bundles, and shady sites
https://www.bleepingcomputer.com/news/security/meet-stop-ransomware-the-most-active-ransomware-nobody-talks-about/
Have you ever heard of the STOP Ransomware? Probably not, as few write about it, most researchers don't cover it, and for the most part it targets consumers through cracked software, adware bundles, and shady sites.
Ryuk, GandCrab, and Sodinkibi get huge and deserved media attention because they generate giant ransom payments, can halt business and local governments, and affect enterprise customers, which are the bread and butter for AV companies.