One thing that I think is interesting, and a little surprising, is that the emphasis in the comics company seems to be on the greater "core" Marvel Universe: the Avengers, Captain America, Iron Man, the Incredible Hulk, and so forth.
This is kind of a surprise because only a decade or so ago, Marvel was all about the two poles of the X-Men and Spider-Man. I have a feeling this is why a lot of books of that era didn't become a central part of the MU ever after, like New Warriors and the Christopher Priest Black Panther, the second book always teetered on the edge of cancellation. This was also why series like Thunderbolts and Busiek's Avengers also seemed like such a nice change of pace.
I disagree with a great many creative choices that Bendis and editors like Brevoort made, but I like that nowadays, if you want to know what's going on with the MU, you look at the Avengers.
People talk about Captain America's death, but I think the thing that restored interest in him was #1) the front-and-center way he was used in Civil War, and #2) the Ed Brubaker Captain America. I remember hearing that during the 1970s, Captain America was going to be canceled before Steve Englehart came on and did his mindblowing character-centered Cap stuff, which made Captain America a top-selling title everyone was paying attention to. Good writing can really rejuvenate interest in a a character there's a lot of goodwill for.
On the other hand...maybe I'm wrong because I haven't picked up Spider-Man in a while, but I get the feeling Spidey's running on fumes the past few years, and nothing really interesting has been done with him. "One More Day" really left a bad taste in people's mouths. I have never met a single person that really liked it.