Disney+ Viewing Breakdown Proves The MCU's Phase 4 Approach Is Working
Analysis of Disney+ viewing patterns proves the MCU's Phase 4 approach is working. The first two phases of the MCU were notably lacking in diversity, and in truth that seems to have been a major cause of controversy behind the scenes. Although Kevin Feige was pushing for a more diverse approach, he was resisted every step of the way by Marvel's reclusive then-CEO, Ike Perlmutter. Perlmutter didn't want to make Black Panther or Captain Marvel, and the relationship between the two men soured to the point where Feige came close to quitting. Fortunately, Disney's Bob Iger intervened, forcing a corporate restructure that pulled Marvel Studios out of the wider Marvel Entertainment group.
The corporate restructure in 2015 essentially marked a rebirth for Marvel Studios, with Feige now calling the shots. It's swiftly become apparent Feige's vision of the MCU is a whole lot more diverse, and that's particularly the case in Marvel's new Disney+ TV shows. The first MCU Disney+ TV show was WandaVision, starring Elizabeth Olsen's Scarlet Witch, while Loki and Hawkeye both featured female co-stars. Meanwhile, The Falcon & the Winter Soldier saw Sam Wilson claim the mantle of Captain America. There's naturally been intense speculation about whether this strategy is paying off — whether Marvel is appealing to a wider audience through their more diverse shows.
Related: Marvel's Next 6 Movies Are All MCU Sequels: Why That's A Problem
Samba TV has just published its Quarter 4 State of Viewership report for 2021, and their analysis strongly suggests the diverse Phase 4 is working. All four live-action Marvel Studios TV shows skewed slightly towards households with female viewers, although the animated Marvel's What If...? appealed a little
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