Like it's used by institutions or organizations linked to the EU by their activity, but it's rarely used by companies or individuals whose activity is not focussed on the EU.
Companies are still going to buy the .eu domains associated with their brands, but they will communicate with another TLD like .com or will provide located versions of their site under a country TLD like .fr for the French version and .de for the German one.
What I see the most is:
- country TLD for content that is located
- .com/.net or weird (like .dev) for content that is in English or in multiple languages