The new Disney+ show Ms. Marvel was released to rave reviews, so why are so few people watching it? The series introducing Kamala Khan to the MCU currently holds a 98% score on Rotten Tomatoes, making it the best-reviewed movie or show in the franchise. It's also been a hit with general viewers, sitting at an 82% average audience score.

The viewership numbers, though, have been somewhat lackluster, especially compared to the performance of its MCU Disney+ predecessors. Ms. Marvel opened to 775,000 households, whereas Loki premiered to 2.5 million, The Falcon and the Winter Soldier and Moon Knight to 1.8 million, WandaVision to 1.6 million, and Hawkeye to 1.5 million. Given that Ms. Marvel is doing a great job of keeping things broad for any new audience that's watching, and that it isn't over yet, why is it struggling in the ratings? Here are a few reasons why the show isn't doing as well as it should.

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First, it's obvious there was competition for Ms. Marvel from the beginning since it premiered while Obi-Wan Kenobi was airing, which had the single biggest opening weekend of any Disney+ show. Ms. Marvel also debuted around the same time as new episodes of The Boys and Stranger Things. All three shows have several things working for them that Ms. Marvel does not. For one, audiences are very familiar with the characters and know what to expect. In contrast, Ms. Marvel isn't a well-known hero for a lot of viewers. Iman Vellani is absolutely fantastic in the role, but she's an unknown. There's also no famous star as the villain, so the series is missing that added hook. Meanwhile, Obi-Wan Kenobi had the promise of Darth Vader in pre-show rumors, along with a tentpole star in Ewan McGregor, which likely helped it soar in the ratings.

Iman Vellani as Kamala Khan smiling in Ms. Marvel

It's also worth noting that, unlike the other shows airing around the same time, no one knew quite what to expect from Ms. Marvel in the beginning. On that point, the marketing for the series was very minimal beyond billboards and bus ads that show Ms. Marvel in full uniform, something the audience hasn't even seen yet as of episode 4. The trailers also set up a show that looked targeted to a younger audience, so it's possible older viewers have stayed away from it because of its "Disney Channel" look. Ms. Marvel is also very stylized, with text messages appearing on-screen as part of the set decoration or background, drawing influence from subversive properties that have similar stylization such as Scott Pilgrim vs. the World. The look of the show, then, is likely turning some people off because they're not perceiving it as "serious" as other Marvel shows like The Falcon and the Winter Soldier and Moon Knight.

Despite its low viewership, though, it's clear from the positive reviews and reception that the people who are watching Ms. Marvel are really enjoying it. It's ranking high among Gen Z viewers, with those aged 20-24 watching it more than any other MCU show. Households with Black, Hispanic, and Asian viewers are also watching Ms. Marvel at a higher rate than the rest, meaning that the show is absolutely performing where it should with its target audience due to its inclusiveness. Given that Ms. Marvel is the predecessor to the upcoming Captain Marvel sequel, The Marvels, and with its positive critical reception, it seems likely the show will be a slower burn with viewers but ultimately become quite popular.

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