As much as I enjoyed Loki, and most of the MCU "shows" in general, I think it's in the best interest of the MCU right now to focus on the "cinematitc" part of the equation. It's when Disney+ (a perennial money-loser) launched and the MCU broke up its story-telling from a single line of films into a lot of different subscription-locked shows that it seemed to begin this downward trend of popularity. Maybe Agents of SHIELD had the right idea about keeping themselves kind of closed off from the films, as much as some of us complained about it at the time.
It's true there are also some other factors contributing, as well (people just seeming to be miserable bastards coming out of COVID, etc), but I don't think breaking everything up helped.
I'm really hoping this film gets more positive sentiment about the MCU going again, 'cuz it's really tiring seeing all the negative crap everywhere.