For example in the tech / startup industry, DCF is a poor measure of value. Since companies dont have any positive cash flows. But just because a company does not have positive cash flow in the next 5 years does not mean its a bad company. Such tech companies will produce a lot of future value due to innovation that is not possible to capture by a DCF analysis. This is why DCF is not very popular while valuing tech companies. Comparable analysis is typically used.

While valuing any company, analysts will always triangulate the value based on 2-3 valuation methods and DCF is only 1 of them.