Netflix has announced what it describes as its largest creator partnership to date, signing a multi-project deal with YouTube stars Jordan Matter and his daughter Salish Matter. The agreement will have the father-daughter team develop a slate of exclusive content for the streaming service, expanding Netflix’s creator-driven offerings alongside its broader originals lineup.
The deal between the creators and Netflix
Under the new agreement, Netflix will relaunch the Matter family’s existing video archive on its platform and support new exclusive projects spanning scripted, unscripted and animated series. Salish Matter, who grew her audience from early appearances on her dad’s channel and now has millions of followers, is expected to be central to many of the upcoming programs. The deal also includes consumer product opportunities and experiential elements tied to the Matter brand.
“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,” Netflix’s Vice President of Animation Series, Kids & Family TV, John Derderian said.
Salish, now in her mid-teens, originally rose to prominence through her dad’s YouTube channel, which focused on photography, family life and creative challenges. The channel has amassed tens of millions of subscribers and billions of views over time.
Talent-led projects on the platform
Netflix has been exploring collaborations with digital creators known primarily for their online audiences. After partnering with children’s creator Ms. Rachel, Netflix moved quickly to sign deals with Mark Rober and Alan Chikin Chow. The company has also brought several podcasts from Barstool Sports and The Ringer to the platform, many of which are produced and distributed as video series on YouTube.
Rather than simply licensing existing YouTube content, deals place creators in development roles for original work on Netflix’s service. While financial terms were not disclosed, the Matter deal suggests Netflix is investing in talent with huge engagement on other platforms.