Comic book publishers are facing a growing crisis: Flagging interest from readers and competition from digital entertainment are dragging down sales.

Hoping to reverse the trend, publishers are creating their own digital platforms to directly connect with readers and encourage more engagement from fans.

The goal is to reach readers who may not live near a comic book shop but want to keep up with the Avengers and the Justice League. Experts say the direct-to-consumer model also helps compete with streaming services like Netflix and Amazon’s Prime Video.

“They all look at Netflix and say, ‘Why do I need an intermediary?’” said Milton Griepp, the chief executive of ICv2, an online magazine that covers the industry. “That’s where this battle is being fought.”