Feige was taking a "hands-on role" in each series' development,[9] focusing on "continuity of story" with the films and "handling" the returning actors.

[14][15] Disney gave Marvel Studios an initial mandate to create as much content as it could, as quickly as it could, to bolster the new streaming service.

[18] In December, Feige referred to the Marvel Studios series as "a new type of cinematic [story] that we haven't done before", going on to say, "for the first time ... the MCU will be on your TV screen at home on Disney+ and interconnect with the movies and go back and forth".

[29] In February 2023, Disney CEO Bob Iger said the company was re-evaluating the volume of content it output as a way to cut costs over the next few years.

[32][31] This shift in philosophy necessitated Marvel Studios to delay some previously announced series to spread out their release dates.

He said some upcoming series, including Agatha All Along, were "a vestige" of Disney's previous desire to increase Marvel's content output.

was an opportunity to make the MCU more diverse, and the medium of animation allowed Marvel Studios to work with new companies around the world.

[46] Winderbaum said the banner was created during post-production on Echo (2024) as a way to indicate to audiences that they did not need to watch any other MCU projects to understand the series.

[46][47] The banner was inspired by the Marvel Spotlight anthology comics from 1971 to 1981 and features a new opening logo with a musical fanfare composed by Michael Giacchino.

[12] By October 2013, Marvel was preparing four drama series and a miniseries to present to video on demand services and cable providers, with Netflix, Amazon, and WGN America expressing interest.

[86] Hulu ordered two series based on Ghost Rider and the siblings Daimon and Ana Helstrom in May 2019, intending to build an interconnected universe in a similar fashion to Marvel's Netflix shows.

[97] He noted that since the films have to be "big" and move "quickly through a lot of huge pieces", it was beneficial to have the television series fill in any "gaps" for them.

[99] In October 2014, Feige said there was potential for characters from the Netflix series to appear in the then-planned crossover film Avengers: Infinity War (2018).

[104] In January 2017, Vincent D'Onofrio, who portrays Wilson Fisk / Kingpin in Daredevil, said he was open to appearing in the films, but believed it would most likely not happen.

[109] In June 2018, speaking to how the MCU television series would be affected by the events of Infinity War, Loeb noted that "For the most part our stories will take place before Thanos clicked his fingers.

"[110] When Avengers: Endgame was released in April 2019, actor James D'Arcy was revealed to be reprising his role of Edwin Jarvis from the television series Agent Carter.

[111] Marvel Studios' executive Brad Winderbaum acknowledged that during the development of Infinity War and Endgame, the two companies were in communication with each other and Marvel Television series included easily integrated references to the films, but to try and include references to the television series in those two films "was just too much for us to wrap our minds around at the time".

[112] Speaking about how the Marvel Television series fit within the larger MCU timeline in May 2019, Loeb said, "We don't want to ever do something in our show[s] which contradicts what's happening in the movies.

[123] Inhumans star Anson Mount portrayed a version of his character Blackagar Boltagon / Black Bolt from an alternate universe in Multiverse of Madness.

[47] Marvel Studios began looking at the Netflix series as a more integral part to the MCU once Daredevil: Born Again underwent a creative overhaul in September 2023.

He praised the series' connections to the films and acknowledged that Marvel Studios could consider it part of the Multiverse Saga but he was unwilling to confirm that at the time.

[27][197] By that May, Danai Gurira had signed a deal to reprise her role as Okoye, the head of the Dora Milaje, in the series, which was said to be an origin spin-off for the character.

[200] A series featuring the character Richard Rider / Nova was revealed to be in development in March 2022, with Sabir Pirzada writing.

[207] Giancarlo Esposito indicated in May 2024 that he would be featured in an MCU series after being introduced as Seth Voelker / Sidewinder in Captain America: Brave New World (2025).

Feige said this happened due to a combination of logistics, the needs of each story, and the studio's "own internal learnings of making longform television".

[32] Marvel Studios initially used the term "head writer" instead of the traditional showrunner title, since they were approaching their television series as long films.

At that point, the series shifted to a "more feature centric model" where the director takes on the role that a traditional showrunner might have and has the final say for creative decisions while on set and in post-production.

[151][224] By October 2023, Marvel Studios was planning to change their approach to television, moving away from their head writer model and instead hiring showrunners for their series.

The studio began to come around to this idea after Gao returned to aid She-Hulk: Attorney at Law in post-production,[151] and after the critical and commercial failure of Secret Invasion.

Club discussed this philosophy change, saying it could be that Marvel Studios was "recognizing its faults and acknowledging that its attempt to turn its Disney+ shows into stretched-out movies was a failure", and he felt it was good for the studio to rethink its approach following recent failures, but he also noted that WandaVision and She-Hulk: Attorney at Law had fit the television formula well so it was possible to have that kind of success under the previous approach.