“YouTubers are increasingly invading our TVs”
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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.
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.
Yeah, exactly. That's what everybody was. But for Netflix as well, it's about future-proofing because you'll see, you'll have, traditional or younger audiences drifting away from TV and it's been happening for years and it continues and bringing in the creators which is a word that we'll all have to get used to is a little piece of me dies every time I hear the phrase content creator I have to admit I'm very much the same exactly but it bridges that gap for the streamers some of these some of these and I have exposure to some of them like they literally start
it out in their bedrooms.
This is it. Exactly. And I suppose the the likes of, you know, the likes of huge creators like Mr. Beast and stuff like that, you can see where he started and where he is now, which is just astronomical rise. But in a lot of cases, he doesn't need the budget. But a lot of creators, you know, are bringing in getting together with the streamer will bring in huge budget for them and be able to to
So is this because YouTube is cannibalising TV and other formats?
Yes, absolutely. Of course, because what you'll see happening, and we'll talk about some of these in a minute, but with the likes of Miss Rachel, which people will be very familiar with.
My nephew, actually she said my grandnephew, appears to have fallen in love with this lady.
Of course, as most of the world has fallen in love with her. But, you know, the difference that they...
But they start out, a lot of it is start out, they're doing like short form, short form things.
Exactly. And Netflix will license then some particular episodes of their content and bring it, bring that directly to the streamer, which is what happened with Miss Rachel. So they're interesting.
So essentially it is. YouTube going back to TV, it's kind of that kind of era of platform neutrality, is it? They're trying to bring you to wherever you are.
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