The Marvel Cinematic Universe is currently grappling with notable challenges that could impact its future trajectory. Upcoming films such as Spider-Man: Brand New Day, Avengers: Doomsday, and Secret Wars, along with anticipated sequels to Black Panther and The Fantastic Four: First Steps, are all on the horizon. A critical concern is the discrepancy between the substantial budgets allocated for these projects, often exceeding $200 million, and their dwindling box office returns. Historically, MCU films would easily surpass the $1 billion mark; however, this trend is now in decline.
An even more pressing concern for the franchise is its waning appeal to younger audiences. Despite Disney’s ownership and extensive marketing campaigns aimed at children and families, the MCU seems to be losing its connection with these key demographic groups.
Thunderbolts* & The Fantastic Four: First Steps Struggled With Appealing To Families
During the launch of summer 2025, data showed that only 31% of the audience for the opening weekend of Thunderbolts* comprised individuals under 25 years old. In contrast, a mere 15% of the opening weekend viewers for The Fantastic Four: First Steps were under the age of 18. This sharp decline is in stark contrast to the record-setting opening weekend of the original Avengers film 13 years ago, which attracted an almost equal split between younger and older viewers. Notably, about 24% of those audiences were families. For instance, while Avengers: Endgame opened nearly five times larger than Thunderbolts*, it still managed to bring in 39% of its opening from moviegoers under 25.
Historically, MCU films were not exclusively targeted at very young audiences. Since the inception of the franchise with Iron Man, these films have incorporated cultural references and nostalgic elements that appeal to viewers over 35. However, during the late 2010s, MCU titles resonated increasingly with younger audiences, as exemplified by the popularity of characters like Black Panther and the Guardians of the Galaxy. This popularity spurred a new generation of fans engaged through various social media platforms.
Post-COVID-19, however, the landscape shifted drastically. New franchises began captivating younger viewers, leading to a saturation of content from the MCU across films and television. Concurrently, a trend towards darker storylines in films such as Multiverse of Madness, Eternals, and Ant-Man and the Wasp: Quantumania has led families to reconsider these films as appropriate entertainment for all ages.
Predominantly, MCU movies have become increasingly focused on eliciting nostalgia among older viewers. Features such as Deadpool & Wolverine and Doctor Strange in the Multiverse of Madness draw heavily from historical context; however, younger audiences appear to have moved on to titles like Barbie, Super Mario Bros. Movie, and the upcoming Minecraft Movie for their cinematic engagement. The MCU may still achieve substantial box office performance with adult-oriented films, yet it has evidently lost its previous appeal to younger moviegoers.
Can This Problem With Younger Audiences Be Solved?
While newer MCU offerings such as Captain America: Brave New World continue to focus on narrative threads established in 2008 and adopt a politically charged tone, the franchise’s connection to younger audiences has significantly diminished. The likelihood of a resolution to this issue appears slim, particularly with upcoming projects like Avengers: Doomsday and Secret Wars, which are anticipated to heavily draw on nostalgia, featuring numerous characters from the original 20th Century Fox’s X-Men series. Characters from the Young Avengers, including Kate Bishop, America Chavez, and Kamala Khan, seem absent from the current discussions surrounding Doomsday.
In light of the current trajectory, the MCU’s disconnect from younger moviegoers may not improve in the near future. An immediate solution could involve Disney adjusting production budgets to ensure that films do not need to cater to every age group for profitability. The audience for films like The Fantastic Four: First Steps demonstrates that older demographics remain substantial. A strategic budget in the range of $150-160 million might alleviate some of the pressure.
In the long term, a more viable strategy would be to develop new MCU projects centered around original characters who have not yet appeared in live-action formats. Rather than rebooting familiar properties such as Blade or the X-Men, creating films featuring characters like Squirrel Girl, Jeff the Land Shark, Brute Force, or Dazzler could resonate more deeply with younger audiences. This shift towards fresh narratives that mirror contemporary youth experiences, similar to how Guardians of the Galaxy resonated with 2010s teenagers, is essential. Embracing new ideas in place of nostalgia-driven content could be the key to reviving the MCU’s appeal amongst moviegoers under 25.
The Fantastic Four: First Steps is currently in theaters.
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Based on reporting by Lisa Laman. Read the full story at https://comicbook.com/movies/news/mcu-movies-need-to-be-kid-family-friendly-again/
