Honestly, I feel like the vampire scene is splintering a lot right now, so 'popular' really depends on what subgenre you're swimming in. The big trad-pub release everyone's talking about is 'The Crimson Fortress' – it's this gothic political fantasy with a vampire queen navigating court intrigue, and it's very much giving 'Interview with the Vampire' meets 'The Goblin Emperor.' Super prose-heavy and atmospheric. But over in the indie and serial spaces, the action is all in paranormal romance and romantasy. There's a series called 'Blood & Bitters' that's absolutely everywhere on social media; it's a spicy, enemies-to-lovers thing with a vampire mafia boss and a witch bartender. The tropes are doing a lot of the heavy lifting, but the banter is genuinely sharp.
My own reading has been leaning toward the darker, less romantic stuff lately. I stumbled upon 'The Quiet Way' which is a weird, almost literary horror take on vampirism as a degenerative disease. It's bleak and slow and not for everyone, but it haunts you. Meanwhile, my friend who only reads on apps like Galatea is obsessed with 'Eternal Vow,' an Omegaverse-ish story where vampires have Alpha/Beta/Omega dynamics. It's a wild premise and proof that the classic monster archetype is endlessly remixable.