Chapter 1: What is the main topic discussed in this episode?
Brendan O'Connor on RTE Radio 1.
We're all very welcome back. Now, Daddy and Daughter Dew, Salish and Jordan Matter are the latest YouTubers making content aimed at children to transition to the more mainstream platforms. The Matter Show just recently dropped on Netflix and went straight to its top 10. But the pair are actually joining a very long line of content creators who have made the move to the streamers.
And I'm joined now by broadcaster Africa O'Connell to talk about this.
Chapter 2: Who are Salish and Jordan Matter and what is their new show?
Africa, what is happening? I think I even got the pronunciation wrong. Oh, Salish.
I only found this out very recently myself. The Salish matter and her dad, Jordan, are the latest, absolutely massive YouTube creators to be picked up by the more tradition. It's funny that we're calling Netflix and Amazon the more traditional streamers. They're now the mainstream. That's the way it is. Yeah, exactly. So you're right.
You will have noticed over the last couple of years that some of YouTube's biggest creators, and I'm talking millions and millions and millions of subscribers.
And in some cases, hundreds of millions.
hundreds of millions are landing these massive deals with streamers like Netflix and Amazon and all the rest to bring their shows to a more traditional, I suppose, but even wider audience.
So that's the what that is happening. But why is it happening?
So basically, If you see what's happening from the streamer's point of view, for the likes of Netflix and Amazon, it makes complete sense because these people have spent years and years and years creating content, audiences, holding the attention of very young kids in a lot of cases for a long time, which is an area that's very difficult for streamers to access if they want to.
So the shows come with, as you say, a built-in audience. People will move to, you know, or at least that's what streamers are hoping for. The audiences will move with these people and they don't have to develop that kind of reach from scratch, say with the likes of an original. They just have to scale it up.
So it's kind of like banks getting you on your first week at university and hope that you'll stay with them for life. 100% and I did.
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Chapter 3: What factors are driving YouTubers to transition to streaming platforms?
So they do stuff like 24 hour adventures. They do big celebrity collaborations. They do it with the likes of Mr. Beast, which is also really interesting because this is kind of a self feeding ecosystem nearly that, you know, These people will pop up on each other's channels over, you know, over the course of a lifetime. You've Paris Hilton, you've Khloe Kardashian.
Now, this, they have expanded into scripted things. They've expanded into unscripted things and animated stuff as well, which is all centred on Salish.
And is it the reach? Like, I mean, just to go back to Miss Rachel. Like, I mean, she has something like more than 11 billion subscribers. views on her YouTube channel. So does it just become a commercial reality where those big, you know, whether it's Amazon or Netflix, just have to say, look, this is a big threat. I mean, are they teaming them in?
Are they getting, who's making the most money there?
Yeah, I know, I know. You see, the interesting thing about Miss Rachel was her YouTube channel was built because she was struggling to find resources herself in 2019 to help her own son, who had a speech delay and didn't say his first word until he was two. She drew on techniques from speech therapy and early childhood education. And her husband, whose name is Aaron, works on Broadway.
He's a composer, he's an arranger and he's a performer as well. So he has the kind of knowledge to, you know, create a show like Miss Rachel creates. So she came to kids are just obsessed with Miss Rachel. She has this. It's very deliberate. It's repetitive. It's and if people have kids in their homes and Miss Rachel is in your home the whole time, she is in your home the whole time.
She is in your home the whole time. I don't know who benefits. I think Netflix benefits more probably than Miss Rachel does out of this.
The other big toddler favourite is Blippi. Yeah.
Blippi is a big deal.
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