Superheroes have long held a place in pop culture, but Prime Video is ushering in a new era for these modern-day icons. Amazon’s streaming service sought a variety of IPs in its quest to build viewership, and several lesser-known properties outpaced heralded titles like Lord of the Rings.

The popular offerings, such as Gen V and Invincible, all have one thing in common – challenging how audiences perceive the superhero genre. Their success proves that creators, critics, and viewers are all ready for something that circumvents common perceptions.

Becoming the Alternative to Family Friendly Superheroes
Prime Video

The entire superhero genre has long been touted as family-friendly (though plenty of franchises have proved otherwise), something that some comic source material readily embraces. Marvel became a force on the big screen thanks to this approach, something that readily tied into a host of merchandising opportunities. It also helps that Disney bought Marvel Entertainment and ensured that methodology stayed in place, especially as the MCU dominated year-end box office charts. Even DC, who ventured into darker themes and storylines, have held back when it comes to their cinematic offerings.

Prime Video looked at an alternative to the IPs dominated by the two comic powerhouses – what they found went against the mainstream norms of superhero lore, even if it did start out on a DC imprint. The Boys introduced a new generation of superhero fans to a world that can be made darker by their presence. Garth Ennis and Darick Robertson’s comics see the classic tropes surrounding superheroes destroyed as The Seven turn out to be far from the heroes they’ve been portrayed as. A group of misfits seek to bring them down, but nothing is as easy as it seems.

The series adaptation, debuting in 2019, brought this source material to life in unflinching detail. The Boys doesn’t cut down on the gore and black comedy. Instead, this series doubles down with shocking moments and characters that are far from heroic. From a uniquely intimate explosion to a large superhero orgy, the series is also unafraid to tackle sexual topics which are off-limits in the MCU. Viewers were instantly on board with the series, and Prime Video learned that there was definitely an audience for this material.

Related: 10 TV Shows to Watch if You Love Prime Video’s The Boys: Gen V

Invincible’s Contribution to the Phenomenon
Prime Video

Prime Video already had a worthy follow-up to The Boys in progress long before the latter aired; Invincible saw itself in development hell before finding its way to Amazon. Robert Kirkman’s take on the superhero genre, featuring illustrations by Cory Walker and Ryan Ottley, began in 2003. The Image Comics property sees a teenager learn about his superpowers while also discovering a devastating family secret. Much like The Boys, the series is unafraid to venture into the gory, dark, and bleak corners of the genre.

Invincible also finds common ground with its streaming service neighbors thanks to a similar theme. The idea that a superhero could show the world one side and ultimately be something far more sinister, although not a new idea, speaks to hero worship, as well as the idea that some are beyond criticism when it comes to pop culture fantasies. As some see audience fatigue towards most conventional genre projects, there seems to be a clamoring for titles that turn conventions on their heads – something Invincible and The Boys expertly do. The popularity of both has also led to the idea of expanding franchises.

Related: Invincible: The 10 Best Superheroes in the Animated Prime Video TV Series

Spin-Offs and the Future of Prime Video’s Superheroes
Prime Video

Oversaturation has harmed many franchises, something Prime Video is all too aware of with its prized properties. The streaming service took its time with spin-offs, resulting in two very different projects. The Boys sees its spin-off Gen V take on many traits that made it popular. This time, supes go back to school as students attend Godolkin University; they are dealing with the usual challenges while handling the demands of their special abilities. It’s even more complicated by an ominous force that could alter everything.

The series doesn’t shy away from violence, gore, or sexual themes – much less questioning the concepts involving heroism. Gen V is proving to be a hit as well, with a second season greenlit before the first season ended. More than just a spin-off, this project also presents a broader strategy of new material when The Boys is between seasons. It’s a strategy that keeps momentum up and presents a host of new characters for fans to connect with. Producers are well aware that not every project is worthy of the growing franchise, and they’re imposing quality control to ensure it’s not just another forgettable project. Instead, anything past Gen V must be well-written and offer something more to the Boys universe.

Invincible follows the same trajectory as it keeps up interest between its seasons. The use of animation makes the wait longer, something that Prime Video is addressing with special content. Invincible – Presenting Atom Eve is a prequel focusing on the title character. Samantha Eve Wilkins may be better known by her superhero name, but her own life is full of difficulties; learning about her past and the stories surrounding her powers creates a complicated world for this superhero.

The service seems to be lining up other one-off appearances, with some hoping a full spin-off series will happen. Whatever the future of these properties, Prime Video has already capitalized on a shifting cultural landscape; their projects reflect a change in how viewers react and connect to heroic characters. That alone marks the service as the one to watch in this upcoming chapter of superhero history.