You-Tuber and social media star Salish Matter and her dad, photographer-videographer Jordan, are getting into business with Netflix. The father-daughter duo have signed an exclusive creative partnership with the streamer to develop their fan-favorite franchises across scripted, unscripted, and animated series, in which Salish will star. The deal also includes partnership on consumer products and experiential offerings.
The deal marks an expansion of the so-called Youtubization of Netflix, part of a push to combat falling engagement, including the licensing of content creators such as Salish Matter.
Last year, Netflix Co-CEO Ted Sarandos said YouTube was useful for creators to “cut their teeth on” and called the Google-owned platform a “little bit of a farm league”. Children’s entertainer Ms. Rachel, prank collective The Sidemen and dating show Pop The Balloon are among the people and projects that began on YouTube and ended up on Netflix.
A social media wunderkind, Salish Matter was the 2025 Female Creator of the Year winner at the Kids’ Choice Awards at the age of 15. Also a competitive gymnast, Salish co-founded “Sincerely Yours,” a skincare line, in partnership with Sephora, that sold out an hour after launch — thanks in part to the Sephora tweens who make up a large portion of her followers.
Salish rose to fame as a preteen when she began appearing on her dad’s YouTube channel, which had previously been a photography vlog. Following its viral success, the dad-daughter team created more content together and went on to develop a family-oriented channel with over 34.1 million subscribers and 13.3 billion lifetime views. Surprise guests featured on their content have included MrBeast, Paris Hilton, and Khloé Kardashian, among others.
“So many shows I love are on Netflix, and I can’t believe that soon I will have one of those shows. It’s a super exciting opportunity, and I can’t wait to start filming,” said Salish.
“They’re unmatched in scale, vision, and global reach, and this collaboration allows us to expand the storytelling our audience already loves into new formats while staying true to the creative world we’ve built,” added Jordan Matter. Jordan has himself garnered more than 43 million followers across social media, two New York Times bestselling photography books, and a Kids’ Choice Award that he earned alongside Salish in 2024.
“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 Vice President Animation Series, Kids & Family TV, said. “This perfectly complements our programming, and we’re thrilled they’ve chosen Netflix as their creative home. We look forward to fostering their vision and bringing exciting new projects to life.”
The duo’s archive of content will also be available to binge on Netflix later this year.
English (US) ·