There are many reasons including natural talent, people practicing chess more than you observe and many other factors.
I think the most basic reason is because to improve, you must find ways to learn the chess information on your own and this means finding whatever way(s) work best for you (videos, books, games etc.) and different people have different learning styles.
One person might go up in rating faster because they (intentionally or not) are utilizing techniques which they naturally learn better with
Why does someone who plays every day, studies theory (for the most part), reviews their games etc etc not improve, whereas another player improves?
Why does somebody who played for a year or two may reach a ranking of 1800+ or even 2000+ whereas others who play for the same amount of time struggle to break out of 1200, or even break 1000?
What is it exactly that makes one player improve, and another stay the same throughout their chess career? Is it a "dedication" to their craft, day-in and day-out, such as concentrated practice, practicing puzzles, and studying their player? Or is it more personal, perhaps IQ... or a more innate ability to understand puzzles?
Some people say kids are better at picking up chess because they have nothing to do all day except play chess. I don't find this to be true. Many people play nothing but chess every day and all day, and don't really improve.
Why?
What would you suggest someone who doesn't see the improvement in their game they believe they can achieve? Somebody who is struggling to reach higher levels?