Marvel’s share dips once again. What’s even more compelling is that this isn’t just a general shift in the comic market—it’s a direct transfer of power, with DC capitalizing on Marvel’s losses. This development is particularly noteworthy, signaling a dramatic shift in the industry’s dynamics that could reshape the competitive landscape.

...it’s the ALL IN initiative—and the Absolute Universe that came with it—that seems to be driving DC’s rise in market share.

Marvel Comics took a significant hit in Q4 2024, with its market share dropping from 39.9% in Q3 to 33.3%. Meanwhile, DC Comics saw a nearly equivalent rise in market share and is now sitting at 26.9%, suggesting that Marvel’s loss became DC’s gain.

Interestingly, the combined market share of the two comic book giants remained steady at around 60%, further emphasizing a direct shift between the two publishing juggernauts, with Marvel's loss becoming DC's gain. This marks the second consecutive quarter where the gap between Marvel and DC has narrowed, signaling a potential shift in the industry’s dynamics.

Table displays Comic Store Market Share (Dollars) – Q4 2024 [Data Provided by ComicHub Data, via ICv2]

DC's Absolute Universe is Driving the Narrowing Market Share Gap

Main Cover by Daniel Sampere & Alejandro Sánchez for DC ALL IN Special #1 (2024)

To put the market share shift into perspective, back in January 2024, Marvel held a dominant 36.0% market share, while DC sat at 23.3%. That gave Marvel a 13-point lead. Fast forward to January 2025, and that 13-point lead has shrunk to just 6 points—a significant shift in DC’s favor. This marks the second consecutive quarter where the gap between Marvel and DC has narrowed, indicating a clear shift in the industry. But what’s driving this change? The answer lies in DC's newest strategy.

One likely cause for DC’s gain in market share is the launch of their ALL IN initiative, which introduced the Absolute Universe. The last quarter's report on market share coincided closely with the unveiling of the initiative, making it likely that this launch is a key factor behind the change in market share. Furthermore, the January quarter report now reflects the Absolute Universe after it has gained significant momentum, with multiple issues of Absolute Batman, Absolute Wonder Woman, and Absolute Superman now released. In short, it’s the ALL IN initiative—and the Absolute Universe that came with it—that seems to be driving DC’s rise in market share.

Marvel vs. DC Comics: 2025 Spells WAR for Comic Publisher Juggernauts

Main Cover by George Pérez for DC Versus Marvel Omnibus HC (2024)

With the market share gap narrowing for the second consecutive quarter between DC and Marvel, and with such a dramatic shift in how many points Marvel is leading by, there will undoubtedly be high anticipation for the next quarter's report. This will help solidify whether DC is on track to potentially overtake Marvel in the comic sector. Additionally, DC is set to release more Absolute titles, including Absolute Flash, Absolute Martian Manhunter, and Absolute Green Lantern. These releases could further help DC gain ground in market share, potentially causing Marvel to slip even further.

Source: ICV2