It’s all connected. For a decade, that tagline defined the MCU to the extent that it used as the subtitle for the first Marvel Cinema Universe Guidebook. Fans fawned over every fragment of connectivity, theorizing which character might show up where and how each post-credit scene might set up the next big thing. However, as Marvel Studios moved into the Multiverse Saga and a new era of streaming their own series on Disney Plus, comfort turned into confusion with the rapid expansion of projects and characters.
In an effort to combat the confusion, Marvel Studios began rebranding its streaming projects. Beginning with a pair of special presentations (Werewolf By Night and The Guardians of the Galaxy Holiday Special), the studio quietly moved from an era of “required reading” and toward a choose your own adventure model. Projects created under the Marvel Spotlight banner, such as Echo, were devised in order to ensure that “viewers don’t have to watch any other Marvel series to understand the plot.” Further rebranding of projects under newly formed Marvel Television or Marvel Animation banners were an effort by the studio to “signal to the general audience that we’re creating a lot of options, and you can follow your tastes within this brand,” cementing a less connected, more diacritical experience in which “the characters still live and breathe in the same universe, but the interconnectivity is not so rigid that you need to watch Project A to understand Project B,” according to Marvel TV head honcho Brad Winderbaum.
There was a lot of pressure post-Avengers: Endgame on the public to feel obligated to watch absolutely everything in order to watch anything. Part of the rebranding was a signal to the general audience that we’re creating a lot of options, and you can follow your tastes within this brand. Some will be more comedic, some will be more dramatic, some will be animated, some will be live-action. Marvel is more than just one thing — it is actually many different genres that just happened to coexist in a single narrative.
Marvel’s head of streaming, television and animation, Brad Winderbaum, on the studio’s rebranding, May 2024

One of Marvel Television’s most anticipated upcoming projects, Daredevil: Born Again, may provide the first real opportunity to evaluate the effectiveness of the rebranding. Though the events of the news series will spin out of the events of the Netflix Marvel series from the mid-2010s,baudiences should not need to watch the 39-hour-ish long episodes of Netflix’s Daredevil in order to enjoy the upcoming Disney Plus streaming series, Daredevil: Born Again, even though all of Netflix’s Marvel series were recently retconned as Sacred Timeline canon.
Now that some time has passed, now that we actually see how well-integrated the stories are, I personally, Brad Winderbaum, will confidently say that they are part of the Sacred Timeline.
-Brad Winderbaum
And while Winderbaum gave his stamp of approval to the canonicity of the Netflix series, he dodged, ducked, dipped, dove and dodged the issue of another fan-favorite series from the mid-2010s: Marvel’s Agents of S.H.I.E.L.D. “I want to go down this road with you, you know I do, but we’re just gonna take a deep breath for a second,” said Winderbaum in an August 2024 interview with Screen Rant. Hardly a strong show of support for Phil Coulson and crew.

As one might expect, Winderbaum‘s comments weren’t warmly received by AoS fans; however, given his position at Marvel, he would certainly be the one to know…and four months later, it seems nothing has changed.
In a new interview with Screen Rant’s Joe Deckelmeier, Winderbaum was pressed once more about the canonicity of Marvel TV’s ABC shows and he hasn’t budged on his stance. When asked by Deckelmeier if Marvel TV’s Agent Carter, which ran for two seasons on ABC, was considered MCU canon, not only did Winderbaum refuse to confirm that it was but he also lumped it in with all of Marvel’s ABC shows.


“Well, I’ll tell you this, and put it to you like this. It’s exciting for me to think about how to square those ABC shows with the canon,” said Winderbaum, indicating that while he has thought about how to canonize Agents of S.H.I.E.L.D., Agent Carter and Inhumans, he hasn’t figured out how to do so just yet.”That, to me, if you know me and the way my brain works, that is fun territory to imagine,” confirming that for now, imagination is the only place in which those series should be considered canon.
While that’s made quite clear on Disney Plus, where those shows, along with a few others, can be found in an “Agents and Inhumans” category rather than in the “Complete MCU Timeline” category, fans of the series still find plenty of ways to make the events of the shows tie into the ongoing story of MCU. And at the end of the day, that’s just fine and what being a fan is all about.
Source: Screen Rant






