Marvel Executive Reveals The MCU’s TV Strategy in 2025

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Brad Winderbaum, who leads Marvel Studios’ streaming, television, and animation, recently shared an update on the company’s TV plans for 2025. Since taking on this role in 2021, Winderbaum has guided Marvel’s content through challenging times, including the pandemic and Hollywood strikes. The streaming landscape has changed a lot during his time, causing Marvel and Disney to adjust their strategies.

In an interview with ABC News (reported by Boardwalk Times on X), Marvel Studios executive Winderbaum explained the approach to their TV shows. He said his main goal for 2025 is to always think like a fan – imagining himself as a viewer watching the shows from home.

Winderbaum bases all of his decisions for MCU television shows on what he thinks fans will enjoy, letting his passion for the Marvel brand guide what stories he chooses to tell on TV.

I always try to remember I’m a viewer first, picturing myself watching these shows with my family or friends. As long as I keep that perspective, I believe it helps make the shows truly special.

Ever since Marvel started streaming in 2021, the company has been rethinking how it makes TV shows, and this perspective from Winderbaum is a small example of that shift.

Marvel Studios is now prioritizing shows designed to run for many seasons, a shift from the shorter, limited-run series they initially created for streaming. This means new shows like Daredevil: Born Again and X-Men ’97 are becoming central to the Marvel Cinematic Universe on Disney+, while earlier series such as Moon Knight and The Falcon and The Winter Soldier are taking a backseat.

Marvel is expanding its streaming content with the upcoming series Wonder Man, set to premiere in January 2026. Following that, shows like Daredevil: Born Again Season 2, X-Men ’97, and VisionQuest are planned for release on Disney+ throughout 2026, continuing the Marvel universe on the platform.

How Else Has Marvel TV’s Strategy Changed? 

From the beginning, Marvel Studios has always focused on creating content that its fans will love. However, their approach to making movies and TV shows has changed quite a bit recently.

Marvel’s approach to television in 2025 is far more focused and deliberate. They’re moving away from releasing a large volume of streaming shows that crowded the Marvel Cinematic Universe schedule. Instead, the studio plans to create fewer projects, each with a more manageable budget and enough time for audiences to fully enjoy them.

As a huge Marvel fan, I’ve noticed they’ve really changed their strategy, and it’s a smart move. Before, it felt like they were releasing new shows and movies constantly – every few weeks! It was honestly too much to keep up with, like trying to drink from a firehose. This new, more measured approach feels much better; they’re clearly trying to avoid overwhelming us fans.

This change has caused Marvel Studios to completely rethink how they talk about their TV shows. They’re no longer positioning these series as essential parts of the main Marvel Cinematic Universe, like the movies. Instead, they’re now presented as extra content for fans who are interested in deeper connections to the films.

TV shows based on Marvel characters are increasingly focused on telling complete, self-contained stories, and less on directly advancing the overarching plot of the Marvel Cinematic Universe.

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2025-10-22 21:04