DC’s Absolute Success Shows Marvel Needs to Adapt (or Else)

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DC Comics has achieved something remarkable: they’ve surpassed Marvel in comic book sales. This success is largely thanks to the ‘Absolute’ line, which launched in 2024. Initially, some fans saw ‘Absolute’ as similar to Marvel’s ‘Ultimate Universe’ – both feature alternate Earths with unique origins for their heroes. In the ‘Absolute’ universe, Darkseid reigns supreme. However, these ‘Absolute’ comics didn’t just briefly overtake Marvel’s ‘Ultimate’ line; they’ve consistently outsold them, and this has boosted sales for DC Comics as a whole.

DC’s Absolute editions have been a huge success with fans, selling over eight million copies since summer 2024 – a performance Marvel hasn’t been able to equal. This success has boosted DC’s overall sales, with titles like DC K.O., Superman, and Wonder Woman all becoming bestsellers. DC is currently performing exceptionally well, and Marvel needs to find a way to compete.

DC Is Doing Something Marvel Doesn’t Do Anymore: Give Fans What They Want

The Absolute line has been a big success for DC, and a key reason for that success over the past few years is simple: DC genuinely listens to what its fans want in their comics, something Marvel doesn’t seem to prioritize. While catering too much to fans – often called “fan service” – can be risky (as Alan Moore pointed out, fans might not actually know what they’d truly enjoy if they were creators themselves), DC has managed to do it effectively, striking a balance that resonates with its audience.

The Absolute series resonates with fans because they deliver what readers have been asking for. These books refresh classic characters and concepts, emphasizing the qualities fans love while also addressing long-standing criticisms. For instance, Absolute Wonder Woman perfectly embodies what fans have always wanted for the character, and Absolute Superman focuses on him championing the marginalized. Throughout the series, common fan complaints about these heroes are resolved, and readers are treated to the diverse, progressive stories they’ve been seeking.

In contrast, Marvel seems to ignore its fans, and sometimes even alienates them. Just look at how editors like Nick Lowe and Tom Brevoort respond to feedback – it’s clear Marvel doesn’t prioritize what readers want. Instead, the company appears to be relying on past successes, ignoring complaints and assuming fans will continue to buy their products. While there are still some good comics, much of what Marvel publishes feels like it’s just being produced to meet a minimum requirement, and the company isn’t really innovating.

DC Comics had been facing challenges, but they’ve recently started paying attention to what their fans want. When fans expressed their desire to move past the New 52 era, DC responded. They also seemed to hear calls for a return to the style of older, Bronze Age comics, and an expansion of characters beyond just Batman—though Batman is still quite prominent. This approach, dubbed DC All-In, has proven successful because DC addressed long-standing criticisms of their books. In contrast, Marvel appears to be continuing with its current strategy, largely ignoring fan feedback and continuing to produce content that fans have consistently disliked.

Marvel Needs to Start Listening to Fans More or They’ll Never Dig Themselves Out of the Hole They’re In

It’s been great reading DC Comics recently. While the DC Rebirth relaunch in the late 2010s didn’t quite hit the mark, things have been steadily improving since Jim Lee and Marie Javins took over leadership. They’ve focused on listening to what fans want and delivering comics that appeal to a modern audience, and the Absolute editions are a perfect example of that success.

For years, Marvel has been rehashing familiar superhero stories, seemingly ignoring what fans actually want. While it’s unwise to cater to every request, a successful company should at least try to deliver what its audience enjoys. Marvel’s long-held dominance has led to a sense of complacency; they seem to believe they already understand what fans desire. But if they can’t compete with DC in terms of fan satisfaction, they risk losing their position as the top-selling comic publisher.

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2026-03-03 17:14