A new industry report is raising questions about the state of Marvel Studios, with one analyst bluntly stating that Marvel is “in a rut” — and She-Hulk is getting singled out as part of the problem.
The comments come from Variety’s recent breakdown of Disney’s franchise strategy amid leadership changes at the company.
Analyst Says Marvel Is “Definitely In A Rut”
Doug Creutz, an analyst with TD Cowen, didn’t hold back when discussing Marvel’s recent performance.
“Marvel is definitely in a rut,” Creutz said.
That rut includes declining box office performances (Quantumania, The Marvels, Cap 4, Thunderbolts, and FF) and fewer fans watching streaming on Disney+.
From WandaVision Hit To She-Hulk Struggles
Variety notes that WandaVision became a hit when it debuted, but not every series landed the same way.
She-Hulk is specifically mentioned as one of the titles that struggled to connect with audiences. The show faced negative reviews, online backlash, and failed to generate the sustained buzz that earlier MCU entries enjoyed.
The result, according to critics and those in the industry, was “superhero fatigue.” However, that’s just industry spin to avoid the real reason fans left in droves: poor content.
She-Hulk — and much of the MCU post-Endgame — leaned heavily into replacement characters, heavy-handed messaging, and weak storytelling. Fans didn’t get tired of the MCU itself; they got tired of what Disney and Marvel were putting on screen.
Feige and Marvel are now said to be course-correcting with the upcoming Avengers movies. Will it work out? Disney thinks so.
