Marvel vs. DC (2022-2023)

This report analyzes the online performance of major Marvel and DC titles released during 2022 and 2023. Leveraging YouGov Signal data to assess public interest, sentiment, and engagement levels. Our analysis uncovers a consistently high interest in superhero stories, but with audiences increasingly favoring stories with complex and nuanced storytelling

Key findings include:

● Audience satisfaction leaders: Films such as "The Batman," "Doctor Strange in the Multiverse of Madness," and "Guardians of the Galaxy Vol. 3" stood out for achieving high audience satisfaction. Key factors contributing to their success include in-depth character development, mature or darker thematic elements, relevance to the universe’s world-building, strong soundtracks, and distinct stylistic choices.

● DC’s edge: On average, DC titles have sparked higher levels of audience satisfaction compared to their Marvel counterparts, as evidenced by online sentiment metrics.

● Character fatigue: Analysis of online sentiment and discussions reveals that certain characters, including Peggy Carter and Wanda Maximoff, are experiencing audience fatigue due to perceived over-exposure across multiple titles.

● Fanbase overlaps: YouGov Signal Brand Affinities data indicates a significant overlap between Marvel and DC online fanbases.