Netflix is once again tapping the social media creator ecosystem, signing YouTube star Salish Matter and her father Jordan Matter to a wide-ranging creative partnership that will bring their content to the streaming platform.
The father-daughter duo have entered into a multifaceted deal with Netflix to develop, produce and star in original projects spanning scripted, unscripted and animated formats. The agreement also includes consumer products and experiential extensions, underscoring Netflix’s interest in creator-led franchises that extend beyond series.
The move follows a broader strategy by Netflix to recruit native digital talent with built-in global audiences, as competition for younger viewers intensifies across platforms. Matter, 16, has built a massive following through family-friendly challenge videos, stunt-driven formats and celebrity collaborations, primarily on YouTube.
Under the deal, Salish Matter will headline a slate of Netflix-exclusive projects expected to debut this spring. The programming will expand on existing franchises familiar to her fanbase while introducing new concepts designed for a global streaming audience. Netflix will also make the duo’s existing content library available.
Matter was named Female Creator of the Year at the 2025 Kids’ Choice Awards and has leveraged her digital success into consumer products, co-founding the skincare brand Sincerely Yours in partnership with Sephora. Her father, Jordan Matter, originally built his audience as a photography and video creator before shifting his channel’s focus to family-driven content; he now boasts more than 43 million followers across platforms and is a two-time New York Times bestselling author.
While Netflix has increasingly leaned into creators from YouTube, TikTok and other social platforms, the Matter deal stands out for its scope, spanning multiple genres and business verticals rather than a single series order.
“At Netflix, we are committed to working with the best creatives in the world, and Salish and Jordan Matter are unparalleled creators with a massive fandom and a vibrant, high-energy storytelling style that kids and family audiences instantly love,” John Derderian, Netflix VP of animation series, kids & family TV, told Netflix in-house platform Tudum. “This perfectly complements our programming, and we look forward to fostering their vision and bringing exciting new projects to life.”
Pictured: Jordan and Salish Matter from Jordan’s Instagram account
