Marvel Studios has redefined its approach to television, adapting to the evolving streaming landscape with a fan-first mindset. Brad Winderbaum, Head of Streaming, Television, and Animation at Marvel Studios, recently shared insights into the studio’s 2025 television strategy during an appearance on ABC News (as transcribed by Boardwalk Times on X).
His leadership since 2021 has guided Marvel through challenging times, including the COVID-19 pandemic and Hollywood strikes, shaping a more intentional and sustainable approach to the Marvel Cinematic Universe’s (MCU) small-screen offerings.
Winderbaum emphasized that his decisions are driven by his perspective as a fan, envisioning himself watching these shows with family or friends. He stated:
I think part of my job is to try to remember that I'm a fan and to imagine myself on my couch watching these things with my kids or with my friends. And that's as long as I keep that as a guiding light, I think that's what makes these shows special.
This fan-centric approach underscores Marvel’s commitment to crafting compelling, relatable content that resonates with audiences while maintaining the brand’s signature storytelling.
Marvel’s television strategy has undergone significant changes since its streaming debut in 2021 with titles like WandaVision and Loki. The studio initially leaned heavily on limited series that tied closely to the MCU’s cinematic narrative. However, the rapid release of projects often overwhelmed viewers, with new shows and films dropping every few weeks. In response, Marvel has adopted a more measured approach for 2025, focusing on fewer, high-quality projects with smaller budgets. This shift allows each series to stand out, avoiding the “firehose” effect of constant content.
Moreover, Marvel has redefined the role of its TV series within the MCU. Unlike earlier projects that were integral to the overarching narrative, current shows are designed as standalone stories with subtle connections to the films. This makes them accessible to casual viewers while offering deeper MCU ties for dedicated fans. Titles like Daredevil: Born Again and X-Men '97 exemplify this approach, prioritizing compelling storytelling over mandatory plot progression.
Marvel TV Shows Coming in 2026
Looking ahead, Marvel’s 2026 slate promises to build on this refined strategy. The upcoming series Wonder Man is set to premiere in January 2026, introducing a fresh character to the MCU. Following this, Daredevil: Born Again Season 2, X-Men '97 Season 2, and VisionQuest will anchor Marvel’s streaming presence on Disney+. Your Friendly Neighborhood Spider-Man Season 2 is also expected to premiere in Fall 2026. These projects reflect the studio’s focus on crafting narratives with longevity and emotional depth, appealing to both new and returning audiences.
Winderbaum previously noted that Marvel Studios is now prioritizing “shows that could last for multiple seasons” rather than one-off mini-series. This shift moves away from the limited-run format of earlier projects like Moon Knight and The Falcon and The Winter Soldier, favoring series with the potential for extended storytelling. This approach not only enhances narrative depth but also aligns with Marvel’s goal of creating sustainable, fan-favorite content.
As Marvel Studios navigates the competitive streaming landscape, its 2025 strategy reflects a balance of innovation and fan-driven storytelling. By prioritizing quality over quantity and embracing standalone narratives, Marvel is poised to deliver memorable television experiences. With a robust 2026 lineup and a commitment to long-term series, the MCU’s small-screen future looks brighter than ever, promising fans a blend of nostalgia, excitement, and fresh storytelling.
