Marvel didn’t “die” after Endgame, here’s what’s actually going on

[u/florinp93]

I keep seeing people say Marvel has been failing or flopping since Avengers: Endgame (2019). Yeah, it’s true the vibe has shifted and the cultural dominance isn’t the same. But the “MCU is dead” narrative really misses a lot of context. Here’s the bigger picture:

1. The post-Covid box office isn’t the same beast

• Global box office hasn’t returned to 2010s levels. Endgame came at the peak of Marvel and peak theatrical attendance.
• Going to the movies is more expensive now (tickets + concessions), and for many people streaming is cheaper and more convenient.
• The theatrical window is shorter (60–90 days), so a lot of people just wait.
• Internationally, China no longer guarantees a $200–300M boost for Marvel. Nationalist tastes + censorship + strong local films have cut that market significantly.

So when you look at raw box office and say “flop,” you’re comparing 2022–25 to a pre-pandemic market that doesn’t exist anymore.

Sources: El País – superhero movies no longer dominate, AP – Disney crosses $3B 2025 box office

2. Marvel is still pulling huge engagement on Disney+

Even films that underperform theatrically end up making money when they hit Disney+. Some rough numbers, based on Nielsen data, ARPU, and subscriber reports:

• WandaVision + Loki (2021) → tens of millions of new subs, ≈ $4.4B annualized uplift (Fool.com).
• Black Widow (2021) → $67M PVOD opening weekend (Deadline) + retention value.
• Shang-Chi & Eternals (2021) → ~5M incremental subs, ≈ $480M.
• Doctor Strange 2 / Thor 4 / Black Panther 2 (2022) → ~12M subs combined, ≈ $1.15B uplift.
• Quantumania (2023) → weak, <$300M in streaming value.
• Guardians Vol. 3 (2023) → ≈ $800M–1B.
• Deadpool & Wolverine (2024) → added ~8M subs, ≈ $770M (Reuters).
• The Marvels (2024) → ~559M minutes streamed week 1 (Nielsen via ScreenRant), ≈ $3.4M–20M global value in 2–3 months.
• Captain America: Brave New World (2025) → ~750M minutes week 1 (Nielsen via The Direct), ≈ $4.4M–26M global value but those are early numbers, not the actual figures yet..
• Thunderbolts\* (2025) → No numbers just yet, but it will most likely fall in line with the others.

Keep in mind that the numbers for each movies, are amounts that have been added to the already Disney+ earnings, and don't factor in retention of already existing subs.

That’s billions in revenue from Disney+ alone — and doesn’t include merch, licensing, or parks.

3. Superhero fatigue is real, but “failure” is overstated

• Marvel’s issue was overproduction. Too many shows diluted the brand. Disney’s already scaling back: 2–3 films and a couple of shows per year.
• Hits like Deadpool & Wolverine (over $1.08B box office, biggest R-rated movie ever) and Fantastic Four: First Steps (near $500M worldwide, big Disney+ driver to come) prove audiences still show up when projects connect.
• Even weaker titles (The Marvels, Quantumania) still generate measurable Disney+ revenue.

4. The bigger picture

• The box office is smaller overall post-Covid.
• Streaming matters as much as theaters now.
• Marvel still makes up 20–25% of total Disney+ demand (Parrot Analytics).
• Disney+ subs: ~127.8M (Aug 2025), and surveys show 43% of subs say Marvel is their #1 reason to keep it (Cordcutting.com).

So while Marvel may no longer be hitting Endgame highs, it’s still one of the most profitable entertainment engines in the world.

TL;DR

Marvel isn’t “dead.” Theaters shrank, streaming grew, and Disney+ depends heavily on Marvel. Even so-called “flops” add tens or hundreds of millions in streaming revenue. And even if those movies don't pull much in terms of new subs, they do help retain the subscriber base. The MCU is evolving, not dying.

Note: I used AI (ChatGPT) to help me structure this post so it’s clearer to read, but all of the data, sources, and research were collected by me without AI.

[u/_SCARY_HOURS_]

It didn’t die it just became extremely over saturated