Netflix and Amazon: Comic Book Adaptations

Origin story for superhero streaming franchises

According to the Neilsen 2022 Top Streaming Programs, compiled by the company’s leading audience measurement data for the media industry, the most watched original superhero program of 2022 was Amazon Prime Video’s The Boys, the subversive superhero drama based on the comic series of the same name. 

In response to this, The Boys twitter account tweeted this, which if you watch the series you’ll understand the dark and amusing reference. 

Once we dig deeper into the data, it’s actually not too surprising that The Boys has claimed this top superhero spot. The data will also point to reasons why Netflix shows dominated top streaming programs as well. Below I compiled the U.S. streaming market share of the major streaming services with notable comic book based programming, as well as contextual information on when those platforms launched and their respective subscriber base. 

As you can see, Netflix and Amazon Prime Video are ahead in both market share and subscribers, part of this is due to the fact that they’ve been around longer, and they have access to a larger third party library of streaming content to attract audiences. You might also notice that the streaming space is becoming increasingly competitive. 

So despite the fact that HBO Max, now rebranded as just Max, and Disney+ have more original superhero programs, or ones that are more recognizable, they are still newer platforms with a smaller subscriber base. Naturally, given that superheroes are the new blockbusters, and Netflix and Amazon have powerful platforms to nurture content with their captive audience bases, the two companies have launched their own superhero streaming franchises. In order to compete effectively, both companies have infused their respective comic book adaptations with originality to differentiate their shows from mainstream superhero representation. 

Comic Book Properties

Arguably, there aren’t many comic book universes with the same breadth and popularity as DC and Marvel that can be acquired so readily to accelerate a franchise. However, that is by no means a prerequisite for success. It does mean that Netflix and Amazon have had to tap into different comic book properties, and so they have. I want to call out a few notable shows that each respective company has attempted to grow.

Netflix has had many irons in the fire with respect to comic book shows. Their first successful foray into this was actually a partnership with Marvel for The Defenders series, before Disney launched their own streaming platform, Disney+. This helped build Netflix’s experience in constructing these franchises even with the rights reverting back to Disney in 2022. 

Ambitiously, Netflix had plans to compete against the DC and Marvel cinematic universes when Netflix acquired Millarworld, a company started by comic luminary Mark Millar and his wife. Many of Millarworld publications were created and maintained by Mark, and while they aren’t necessarily part of the same shared universe, Netflix’s plan was to create one starting with Jupiter’s Legacy and the spinoff Supercrook. The company reportedly had a Millarworld streaming roadmap in place, but the current status is ambiguous given that Jupiter’s Legacy is canceled. The rest of their shows - Umbrella Academy, The Old Guard, and The Sandman - have been a very diverse collection of storytelling. You may have noticed Netflix also has a DC property from Vertigo, one of DC’s imprints. This is because Warner Bros. at the time licensed the rights to Netflix in 2019. 

What Amazon lacks in quantity, they make up for in quality. As alluded to earlier, The Boys is by far the most popular superhero streaming franchise mentioned between the two companies. It’s no wonder it has become a cultural phenomenon because The Boys is essentially a rebellious form of the superhero genre. It is subversive in both in its social commentary and depictions of depravity on the consequences of superpowers. Additionally, Amazon has launched an animated series for Invincible, which is a cult classic comic series with diehard fans, and personally has been one of the best coming-of-age series I have ever read. It is a shrewd move to keep this one in animation as that differentiates the series, suits the source material better, and keeps costs lower. 

Growth Opportunity

In my previous post - Superhero Flywheel, Up, Up, and Away - I outlined a flywheel framework that details how companies can grow superhero franchises through key content components that can synergistically build on one another. Netflix and Amazon both have most of the building blocks to nurture and reap the rewards of a superhero franchise. Below charts out the flywheel components of both companies. 

To recap, the flywheel elements are different mediums that content can manifest itself: comics, media (TV and movies), video games, merchandising, and live attractions. Successfully enabling one of the components gives the company the ability to propagate more content through other mediums (e.g. creating a hit show helps you sell more merchandise based on that show, and etc.), which creates more loyal fans and generates more growth. 

That is why the focus so far has been on Netflix and Amazon, not to diminish the value of comic book publishers, as they can play a significant role here as partners, but because these two companies have a holistic platform capable of enabling growth. The crucial element of unlocking their respective flywheels is creating or adapting stories that resonate with fans. 

Content Success and Differentiation

Netflix and Amazon have, with varying degrees of success, channeled contemporary themes while striving to differentiate what they produce from more mainstream superhero content with their respective properties. In a sense, the two companies are truly paying homage to what comics are, a testing ground and sometimes even a rebellious form of art. 

Diversity

For their comic franchise content, both companies have introduced a meaningful amount of diversity - in cast complexion, themes of intersectionality, and storytelling. 

I won’t go through all the shows, but most of the casts across the Netflix and Amazon franchises are fairly diverse in ethnicity, culture, gender identity, etc. and in some instances that diversity have been key plot points to their stories. Across the board there are instances of non-heteronomative themes, queer romance stories, and gender and race swapping of the original characters. This type of representation allows these stories to tap into various demographics and can resonate with niche and general audiences. 

With regards to storytelling, many of these shows are not just telling stories of superheroes vs. supervillains, but morally ambiguous stories, or ones that deviate from these classic tropes entirely. Examples include stories about family, history, or mythology (shoutout to The Sandman for the latter).

Mature Themes

Both companies have also leaned into more mature content than other competitors. Some of these shows are not shy about a more visceral depiction of violence, which could include gore, in their action scenes. You can imagine how graphic this can be at times given this is superpowered violence. A few examples here include The Boys, Invincible, and Umbrella Academy. In particular the former two shows have taken their violent aesthetic to extreme levels, although admittedly so did their source material in the comics. 

Additionally, more explicit depictions of sex have occurred in many of Netflix and Amazon’s comic book shows. There’s a spectrum of representation here across the different shows, but The Boys have really taken lewdness up a notch. You’re probably noticing a pattern with The Boys. Once again some of this is attributed to their comic. Honestly though, they’re leveraging debauchery in their favor, and doubling down on it because it’s one of the reasons The Boys has gotten so popular. Fans are drawn to how the show is depicting stories of superpower abuse through sexual fetishes and bloody consequences in unhinged ways superhero narratives haven’t traditionally explored. 

Tapping into more mature content is also a clear differentiator to most mainstream DC and Marvel movies or shows. Particularly Marvel who is more likely to stay in the Disney “family friendly” lane, whether by choice or by mandate. 

Social Zeitgeist

Comics have often been a medium to channel social issues, and like art tends to do, capture the zeitgeist, the spirit and belief that is symbolic of a time period. As mentioned, diversity in media has certainly been one of these topics, and is becoming table stakes for new media that even superhero franchises are incorporating. 

Many of Netflix and Amazon’s superhero franchises have dabbled with social topics, but none more so than The Boys. That show has truly channeled the modern zeitgeist of anti-establishment, political divisiveness, corporate corruption, and social fear mongering in their dystopian superhero satire. No other superhero show is as subversive and in-your-face as The Boys, and that is a critical reason why Amazon has been so successful with them. 

Going Forward

They’re in the superhero game, but what should Netflix and Amazon do to get the most out of their superhero ambitions?

Netflix

Among streaming platforms, Netflix is the most notorious for canceling shows quickly as a form of content investment discipline. One of their intended cornerstones of the Millarworld franchise, Jupiter’s Legacy, is currently canceled. If they’re intent on building out Millarworld, they need to carefully examine the storytelling of any subsequent shows related to this universe. Not only to ensure Millarworld is still cohesive, but more importantly so that fans actually care about this universe which is dubious right now. 

The key callout for Netflix is they need to better stabilize their superhero franchises in order to capture fan interest and get more runway out of them in their flywheel. As it stands, only a rarefied few Netflix franchises like Stranger Things, the 1980’s set supernatural drama, have shown any staying power. 

Amazon

Amazon has captured lightning in a bottle with The Boys, and they should continue to build off this universe. They’ve already started with The Boys Presents: Diabolical, and have future plans for more spinoffs. Amazon currently owns the subversive and edgy superhero niche, and it shouldn’t cede it to anybody. Those that want to try are welcome to pry it from their bloody gory hands. 

Interestingly, Invincible is set in the Image Universe, which is a shared setting that some, but not all, Image Comics properties - Spawn, Savage Dragon, Wildguard, and others - take place in. No singular media company owns the rights to the entirety of the Image Comics library, and Image is notably the third biggest publisher behind DC and Marvel 🤔. However, Amazon doesn't need to tunnel vision into one publishing universe just for the sake of it. 

If Invincible becomes more successful then it has the potential for a broader universe with or without other Image properties, but it’s too early to tell right now. Amazon should focus on making sure Invincible is good and resonating with fans, and don’t make the same mistake as Netflix’s Millarworld. Otherwise, there’s no reason why Amazon shouldn’t continue to pursue other publishers both major and indie to continue to mine for content to adapt.

--

Netflix and Amazon have the platform and capabilities to compete against Disney + Marvel or Warner Bros. Discovery + DC. Not every superhero media franchise needs to be on the level of the Marvel Cinematic Universe to be considered a success, whether by fan or business standards. There are plenty of comic book fans that are open to new franchises 🙋‍♂️. 

The success both have found are due to the fact that they are pushing originality through diverse comic book adaptations, and carving out new niches. Truly embodying the essence of comics. As Netflix is prone to do, they should keep experimenting with new shows to discover what resonates with fans with respect to superheroes. Amazon has been fortunate to hit on their comic book adaptations so far, and should continue to expand their stories and respective universes. Both have such powerful platforms that can and have made profound contributions to the comic book media genre, let’s hope there’s more to come.