Thread by @MustyRash

Ok, let's deep dive into the low viewership of #MsMarvel

• all of the other MCU D+ shows involved known characters other than Moon Knight which was driven by the star power of the lead and the villain

Ms Marvel has already started at a disadvantage in that respect

https://twitter.com/MCU_Direct/status/1537910415488823299

• considering that it's airing on the same day and time as Kenobi, I wonder as to what the decision behind this could be. Maybe they think this show isn't strong enough to retain viewers on the platform and as a result they can claim higher watch times when paired with kenobi

• Another cause of the low viewership is the lack of marketing to the appropriate audiences. This is a very layered show and I don't think the people who are doing the audience analysis understand the difference between Muslim, Islamic, South Asian & Pakistani

With the above in mind, the target audience seems to be teenage girls, not saying that others can't enjoy it, but it very much is a coming of age story about identity when you come from a melting pot of diverse cultures and dealing with the expectations other project onto you

Unfortunately, I don't think Disney actually understand the potential of this show and somewhat missed the mark by not giving other characters more screen time

Consider if every episode of Malcolm in the middle was just about Malcolm & the family were only there to set up jokes

By bringing the other family members into the spotlight and giving them their own plot points, the show could have had a broader appeal without Disney needing to understand the cultural differences between the ones outlined above

The issue is that we needed this show 15 years ago but in its current form it's still ahead of it's time

Unfortunately many South Asian homes aren't ready to see their daughters go on a heroes journey and as a result I'm sure many would be critical of their children watching it

Another mishandling of not understanding the audience is dividing it's appeal. I personally like how the show is Muslim without being Islamic but I do know people who criticise it for not being an Islamic education medium

I like that it doesn't bombard you with Islamic lectures

For many people this is their first look into Muslim culture, the first time they've set foot in a Muslim or Pakistani house. This show is doing a great job at handling misconceptions without addressing them head on and I know there are plenty migrant families who could relate

Ultimately the show could do with fleshing out the other characters and bringing those characters into the marketing of the show, especially on mediums like social media where the targeting can be refined so well

I don't think they even mentioned the free trial with the trailers

• in regards to connecting this to the rest of the MCU, it wouldn't have hurt them to bring in some shots of Captain Marvel in the trailers or showing Kamala's prospective of the people coming back from the snap,

They needed to entice people to watch based on the connection to the MCU just to get them through the door, the show itself is strong enough to keep them once they're in