It’s not really a surprise to learn that Rogue One hasn’t beaten The Force Awakens, and I don’t think anyone expected it to.
From the very beginning, Rogue One has always been a far less kid-friendly film than The Force Awakens, but it’s clear that Lucasfilm went into the film’s development with that in mind.
Although Rogue One was definitely a highly anticipated film prior to its release, The Force Awakens had the luxury of being the first Star Wars movie to hit theaters in a decade.
Finally, there’s the simple fact that — while both films were rated PG-13 by the MPAA — Rogue One has marketed itself as a more adult-oriented film.