Jordan Matter’s Channel Succession Plan Pays Off
The uptick for Matter’s channel seems to coincide in part with the reins largely being handed off to his daughter, Salish.
In a sea of content creators, Jordan Matter is one of YouTube’s most successful channels by watch-time, Audience Rating data from Tubular Labs reveals.
- U.S. minutes watched for Jordan Matter have nearly doubled in the last year, from 508 million in June 2023 to 961 million to June 2024 – No. 5 among all types of domestic creators across both YouTube and Facebook for the month.
- Even more impressively, Jordan Matter’s videos now more heavily featuring his kids are gaining larger watch-time than others atop the charts with significantly larger unique viewers. For example, Matter had 19.7 million U.S. viewers in June, while MrBeast hit 57.1 million.
- The uptick for Matter’s channel seems to coincide in part with the reins largely being handed off to his daughter, Salish. While Matter’s kids were long featured in videos on the channel, Salish has become the main character of the videos in 2024 – right around when watch-time started to jump up.
