Hollywood’s longstanding strategy of leaning on blockbuster franchises to sustain audience interest and revenue is showing its limits, according to a new in-depth report from Hub Entertainment Research titled “Strategies to Avoid IP/Franchise Fatigue in Hollywood.” The findings reveal that U.S. consumers are increasingly disengaged and selective, with even the most iconic properties losing their grip on viewers.
Hub’s survey shows that only 29% of U.S. consumers say they keep up with “most or all” entries in a given franchise. Meanwhile, 41% said they only watch some installments, and 30% reported they rarely or never follow along. Loyalty has dropped notably across demographics, with just 32% of viewers aged 18–34 consistently following franchise releases, 28% of those aged 35–54, and 25% of those 55 and older.
Even the crown jewels of franchise filmmaking are feeling the strain. Hub’s data highlights that interest in the Disney/Marvel Cinematic Universe — once seemingly invincible — has softened considerably: only 24% of respondents said they were “eagerly anticipating” the next Marvel release. Similarly, Universal’s Jurassic Park/Jurassic World series, which launched in 1993 as a box office phenomenon, now sees just 19% of U.S. audiences describing themselves as fans who plan to watch the next installment.
Scott McKenzie, senior consultant at Hub Entertainment Research, noted: “It’s not that audiences don’t love franchises anymore — they still do — but they expect more than just the same characters and stories recycled endlessly. Even properties as beloved as Marvel or Jurassic Park have started to see diminishing returns in terms of consumer enthusiasm.”
This lack of enthusiasm is already impacting streaming churn and box office performance. Hub reports that 47% of streaming subscribers have canceled at least one service in the past six months, citing content fatigue, price sensitivity, and lack of freshness as key reasons. Meanwhile, 56% of respondents said too many franchise releases feel repetitive, and 48% reported they were more likely to skip installments if they sensed studios were prioritizing quantity over quality. Perhaps most striking, 62% of consumers expressed a preference for original stories over yet another sequel or spin-off.
The study suggests that franchises can still thrive if studios take creative risks and rethink their approach to storytelling. Audiences indicated they are receptive to projects that explore lesser-known characters, experiment with innovative formats, or shine light on unexplored aspects of familiar universes. For instance, respondents praised installments that reimagine tone and perspective — rather than simply extending the same formula.
The report also underscores the need for year-round engagement beyond the screen. In Hub’s findings, 64% of consumers said they were more likely to stay connected to a franchise if it offered interactive elements, immersive events, or ongoing digital content to complement major releases.
McKenzie concluded: “The competition for attention has never been tougher, and the days when you could simply rely on brand loyalty are over. Studios need to deliver stories that feel authentic and innovative, and they must think of engagement as a continual experience — not just a one-time ticket sale.”
Released at a moment of financial and creative uncertainty in Hollywood, the “Strategies to Avoid IP/Franchise Fatigue in Hollywood” report highlights the risk that even powerhouse properties like Marvel and Jurassic Park can lose cultural momentum if audiences feel they are being served more of the same. The path forward, according to Hub, lies in balancing beloved elements with fresh creative directions and meaningful ways for audiences to interact with the stories they love.
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