Marvel Studios television series Loki's ratings have dropped after a progressive shift in the show's marketing approach, in which the eponymous main character's "bisexuality" is promoted, according to statistics.
"From the moment I joined @LokiOfficial it was very important to me, and my goal, to acknowledge Loki was bisexual. It is a part of who he is and who I am too. I know this is a small step but I’m happy, and heart is so full, to say that this is now canon," tweeted Loki director Kate Herron.
Legacy media outlets such as USA Today and CBS blared in the entertainment industry, "Tom Hiddleston's Loki confirmed as Marvel's first bisexual lead character" and "Loki confirmed as bisexual in show's third episode: becomes first major queer character in Marvel Cinematic Universe."
The premiere of the series started out as a record-setting success for Disney+. Almost 900,000 households tuned in with a more traditional marketing program in place, which third-party tracking company Samba TV determined was the largest premiere-day United States audience for any of Marvel's Disney+ shows. The stellar viewership then plunged to 727,000 households during the third episode, which is the episode after the headlines roared.
Searches for the series are declining even more rapidly on Google Trends. YouTuber Heel vs. Babyface has since pointed out:
"It's very, very obvious to see why. Because Marvel, Disney, whichever way you want to put it, are hiring selfish, self-absorbed, narcissistic activists, who can't see past skin, who can't see past sexuality, who must force their politics into the show."