Can other comic-book content break through the franchise’s monopoly?
In September, according to data from Parrot Analytics, 83.5% of demand for all superhero shows in the United States was for series based on content from DC or Marvel, which takes into account consumer research, streaming, downloads and social media. other engagements. But what if they didn’t exist?
The superhero genre has been a goldmine for some of the most valuable content in recent years, but most of the attention for these series has been concentrated between the two major players – Marvel and DC. With such deep material reserves and well-developed universes to draw from, it is perhaps not surprising that these two behemoths dominate the genre.
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Considering the most in-demand superhero series that aren’t in the Marvel or DC universe, a clear top tier of the show has managed to break with audiences. In September, four of these series had eight times the average series demand, a level that reaches less than 3% of shows.
Amazon Prime Video’s Leading in the PackboysThe show has become one of the most popular series on Amazon and shows no signs of slowing down. With its third season in place, Amazon has begun building out the franchise with a series of animated shorts (“Boys Presents: Satanic”) and a planned spinoff (“Gen V”). “The Boys Presents: Diabolical” actually ranks fifth on the list, making “The Boys” the only franchise with multiple shows in the top 10.
Two other Amazon Prime Video originals.”invincible” And “tick”, was also included in the 10 most sought after non-Marvel/DC superhero shows of the month. This means that four of the top 10 superhero series outside major franchises were Amazon originals. It looks like Amazon is positioning itself as a platform where superhero content outside of the two major franchises can thrive.
10 Most In-demand Non-Marvel/DC Superhero Shows, September, 2022, US (Parrot Analytics)
The average series demand for the remaining six superhero series was between two and four times. Three of these series (“Harvey Birdman: Lawyer at Law,misfits” And “heroes”) showing astonishing longevity with their long sought after finals. It appears that Adult Swim has recognized the potential of the “Harvey Birdman” franchise, having released a spinoff, “Birdgirl,” which had its second season this year.
Falling just short of the top 10 was Netflix”Jupiter’s Legacy“With 2.57 times the average chain demand. The show was a notorious flop for Netflix and was quickly canceled after its premiere. While the original plan was for it to be the first show in the adaptation of the Millerworld universe, it has instead become a cautionary tale about how hard it can be to break into the superhero genre outside of the two main franchises.
But of course, Marvel and DC exist. So, let’s take a look at how much he dominates the superhero show landscape.
Part of Marvel and DC’s superhero show Demand vs. Others, US, September 2022 (Parrot Analytics)
While Marvel continues to make a profit on Disney+ with frequent releases of new breakout hits, DC still leads in terms of overall demand for its content – 44.8% of US demand for superhero series in September was for DC shows. The most demanding DC content originates from both linear channels (e.g. CW’s “glow“) and streaming platforms (such as HBO Max’s “titans, Compare this to Marvel, where most of the brand’s most sought-after series are new shows from Disney+. was the most sought-after Marvel series for the month”She-Hulk: Lawyer at LawEmphasizing how recent releases are helping to lift demand for Marvel compared to DC.
Marvel and DC have some structural advantages that help them dominate the superhero genre. Both benefit from the complex universes of interwoven storylines they can draw on to produce a steady stream of new material. After reaching a critical mass, they can rely on a dedicated fan base to justify further franchise extension. And, strategically building connections across their entire content universe allows them to funnel their existing fan base into new shows in the franchise. Faced with the monopoly of two content juggernauts, it would seem almost impossible for a superhero series not to grab the attention of viewers in the franchise. But trying gives a lot. Just ask Amazon.
Christopher Hamilton is a Senior Insights Analyst at Parrot Analytics, a WrapPRO Partner. For more from Parrot Analytics, visit the Data & Analytics Hub.
