What's Happening?
Salish Matter, a YouTuber and social media star, along with her father, photographer and videographer Jordan Matter, have entered into an exclusive creative partnership with Netflix. This collaboration
aims to develop their popular franchises into scripted, unscripted, and animated series, with Salish starring in these productions. The agreement also includes partnerships on consumer products and experiential offerings. This move is part of Netflix's strategy to incorporate more YouTube-originated content to combat declining engagement. Salish, who gained fame through her father's YouTube channel, has a significant following and was named the 2025 Female Creator of the Year at the Kids’ Choice Awards. The Matter duo's content, which has featured notable personalities like MrBeast and Paris Hilton, will be available on Netflix later this year.
Why It's Important?
This partnership highlights Netflix's ongoing strategy to diversify its content by tapping into the vast audiences of social media influencers. By collaborating with creators like Salish and Jordan Matter, Netflix aims to attract younger viewers who are increasingly consuming content on platforms like YouTube. This move could potentially boost Netflix's subscriber base and engagement levels, as it leverages the Matters' existing fanbase of millions. Additionally, the partnership underscores a broader trend of traditional media platforms integrating digital-native content to remain competitive in the evolving entertainment landscape.
What's Next?
The Matter duo is expected to begin production on their new series for Netflix, with the platform planning to release their existing content for streaming later this year. As Netflix continues to expand its roster of influencer-driven content, it may seek similar partnerships with other social media stars to further enhance its appeal to younger demographics. The success of this collaboration could influence Netflix's future content strategies and partnerships, potentially leading to more influencer-led projects.
