Summary
Viewership for MCU Disney+ shows has declined, with recent releases such as Hawkeye and Secret Invasion not achieving the same level of viewership as previous shows like Loki and WandaVision.
Marvel is revamping its TV process by embracing a conventional TV format, complete with showrunners and an increased number of episodes. The concept of creating a six-hour movie has been abandoned. The shortcomings of Secret Invasion underscored the necessity for these modifications, as the involvement of external executives caused complications during development. Therefore, Marvel is now determined to alter its approach to TV productions and ensure the delivery of superior-quality content.
With a few exceptions, the Disney+ shows in the MCU are on a downward trajectory and pose a threat to the entire Marvel brand. The highly-publicized failure of Secret Invasion has put Marvel at a crossroads, forcing them to make significant creative decisions. Fortunately, recent reports suggest that substantial changes are coming to their TV offerings, which is much-needed considering the number of streaming shows already in the works for the MCU.
The timing of Loki season 2 couldn't be more crucial for Marvel. It has breathed new life into the MCU's presence on Disney+, setting records and receiving critical acclaim with just one exceptional episode. If Loki can maintain this level of quality throughout its run – and there's every reason to believe it will – Marvel must seize this opportunity to build upon the momentum. However, the factors that have brought the MCU to this point are numerous and varied.
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Disney Mandated Marvel Shows For Disney+
To counter Netflix's dominance in the streaming world, Disney had to make a powerful entry into the market with its own platform. Fortunately, it had recently acquired two highly popular franchises in cinema, Marvel and Star Wars. Alongside its own beloved collection of animated content, Disney wasted no time in instructing each of its latest acquisitions to create content exclusively for its platform. This marked new territory for the Marvel Cinematic Universe (MCU), which immediately adopted a unique approach to television shows, treating them as extended movies. The results have been impressive, making it one of the best MCU TV shows to date.
WandaVision is widely acclaimed for its exceptional quality. It fearlessly took on bold storytelling choices, exploring the complexities of one of the MCU's most perilous characters and setting the stage for the future of the cinematic universe. Unlike many other Disney+ shows in the MCU, WandaVision had significant ties to the big-screen universe, making it essential viewing for those eager to understand why Wanda suddenly turned villainous and the significance of the Darkhold in the upcoming film Doctor Strange in the Multiverse of Madness. However, this unique connection was not a recurring theme in other MCU streaming shows.
Marvel's Disney+ Shows Aren't Required Viewing For The MCU
While being connected to the wider MCU has contributed to the popularity of shows like WandaVision and Loki on Disney+, the necessity of watching MCU Disney+ shows has diminished over time. For example, She-Hulk does not require viewers to watch any of the upcoming major MCU installments, as the most significant storyline, Hulk's Sakaaran son, Skaar, can be easily understood even by those who haven't seen the show. Surprisingly, this brief reveal did not prevent She-Hulk from becoming one of the highly-watched shows on Disney+.
Of course, it's unrealistic for Marvel to expect every MCU Disney+ show to be mandatory viewing for its audience. Incorporating shows like She-Hulk, which introduce important characters and contribute piecemeal plot points, is a practical approach to maintaining continuity within the shared universe of shows and movies. Nevertheless, this tactic may result in a decrease in viewership for the shows, which appears to have been the case with other shows.
Diminishing Viewership On Marvel Disney+ Shows
Except for She-Hulk, recent MCU Disney+ releases have experienced a significant decline in viewership. While She-Hulk managed to compete with Falcon and the Winter Soldier and outperform Moon Knight in ratings, other shows released after Loki Season 1 were not as fortunate. Hawkeye, Secret Invasion, What if...?, and Ms. Marvel have accumulated 1.8 billion to 3.5 billion minutes in viewership, whereas Loki and WandaVision reached 5.2 billion and 4.8 billion minutes respectively.
BTS Changes On Marvel Shows Led To Quality Issues
These shows aren't necessarily bad. While Ms. Marvel is actually one of the better-rated MCU shows, it can be easily caught up on using cliff notes instead of binge-watching before The Marvels' release. On the other hand, What If...? doesn't really have any impact on the broader MCU, unless the Multiverse Saga decides to incorporate some of the stars from that particular show, which is highly unlikely. Secret Invasion, however, faced a more substantial issue than just a weak connection to the wider MCU.
Secret Invasion served as a wake-up call for Marvel. Unfortunately, it fell short of capturing the impact of the acclaimed comic book storyline with its lackluster execution, resulting in a disappointing journey that ultimately amounted to very little. From a narrative standpoint, the show failed to leave a significant mark on the broader Marvel Cinematic Universe, effectively returning to square one. Even reaching that point was far from an enjoyable spectacle, compounded by the unfortunate loss of two beloved characters. Tragically, Secret Invasion now holds the dubious distinction of being the MCU's lowest-rated and only "Rotten" Disney+ series.
Secret Invasion was not produced in the usual manner of the MCU, with external executives brought in to oversee the project, only to encounter a deadlock in the early stages of development. Consequently, there were multiple reorganizations of the teams responsible for delivering this series led by Fury, and the outcomes of these changes are truly revealing. A hastily constructed storyline, an unsatisfying resolution, and an overarching feeling that this concept would have been better suited for a film all served to tarnish what should have been one of Phase 5's most important releases within the MCU. However, the silver lining is that it compelled Marvel, amid the Writers' Strike, to revamp their approach to television productions.
How Marvel Is Fixing Its TV Process
Though Echo and Agatha: Darkhold Diaries are both set to be released in 2024 with minimal changes expected, Marvel appears to be revamping its TV show development process starting with Daredevil: Born Again. The concept of a six-hour movie is being discarded in favor of a more traditional TV format. This entails a greater number of episodes, reduced reliance on post-production fixes, and the inclusion of actual showrunners, among other modifications. It seems that Marvel's days of producing a movie across six episodes and then implementing changes are now a thing of the past.
The fact that Daredevil: Born Again will consist of 18 episodes provides evidence of this. Additionally, it will present a more grounded portrayal of the lawyer-turned-superhero, as Marvel explores a less flashy approach to storytelling on the small screen. Coincidentally, this shift will begin with Echo, a street-level interpretation of one of Marvel's intriguing heroes.
The impact on visually-oriented shows like Agatha: Darkhold Diaries and Ironheart is uncertain at this point. It is worth noting that Loki season 2, despite being a "six-hour blockbuster" that Marvel intends to move away from, is currently enjoying success. However, witnessing Marvel respond productively to the failures of its recent endeavors is a positive development. If the studio successfully does justice to Daredevil this time around, it could mark the start of a promising new era for streaming in the Marvel Cinematic Universe.
Source: The Hollywood Reporter
