United States
Jordan Matter built his public profile first as a professional photographer, best known for his book series celebrating dancers and athletes in unexpected everyday settings.
Total Followers +1.0%
40.6M
Across YouTube, Instagram
Primary Platform
YouTube
38.1M followers · 94% of audience
Engagement
2.0%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $30K–$70K / IG post
The father-daughter duo will develop and star in new kids & family content across multiple formats, with their YouTube archive also coming to the platform. The deal includes consumer products and experiential partnerships.
Matter shared his content framework with kids-media industry executives, drawing on his channel's 33 billion minutes watched and multi-year Netflix partnership.
Jordan co-founded the dermatologist-developed line with daughter Salish and beauty executive Julia Straus. The brand sold out within an hour of its debut.
Salish took home the solo Female Creator of the Year award at age 15 in 2025, cementing the channel's dominance in kids and family entertainment.
| Window | YouTube | Combined | ||
|---|---|---|---|---|
| Last 7 days | +99K +0.3% | +0 +0.0% | +0 +0.0% | +99K |
| Last 30 days | +404K +1.1% | -1998 -0.1% | +0 +0.0% | +402K |
| Last 90 days | +1.3M +3.5% | +0 +0.0% | +0 +0.0% | +1.3M |
| Last 365 days | +1.3M +3.5% | +0 +0.0% | +0 +0.0% | +1.3M |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| GoGo squeeZ Sponsorship | Sponsored content | YouTube | Aug 2026 | — |
| Sephora SA Sponsorship | Sponsored content | YouTube | Jan 2026 | — |
| CrunchLabs Sponsorship | Sponsored content | YouTube | Nov 2025 | — |
Jordan Matter built his public profile first as a professional photographer, best known for his book series celebrating dancers and athletes in unexpected everyday settings. His YouTube channel originally reflected that creative eye, but evolved steadily into a family entertainment destination centered on high-energy challenges, emotional storytelling, and generational dynamics — most visibly through his daughter Salish Matter, a competitive dancer whose personality gradually became the channel's gravitational pull. That shift, captured in the channel's own self-deprecating description ('My daughter has taken over my channel'), proved strategically shrewd: the blend of a parent's production instincts with a young creator's authenticity drove the channel to tens of millions of subscribers and consistent engagement above the category median.
Jordan Matter reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories. As a family creator they map naturally to brands targeting that space. Demonstrated partners include Sephora SA and CrunchLabs. Engagement on YouTube runs around 1.9%, pointing to an audience suited to category-relevant, mid-funnel brand campaigns rather than pure-reach buys.
Benchmark estimates for a creator at Jordan Matter's tier (Mega, 40.6M combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Yes — Jordan Matter's Instagram bio confirms the family has a Netflix show that reached #2 in the world. His recent posts include the hashtag #borntodance, which connects to the show's theme around his daughter's performing arts journey. Reaching a top-two global ranking on Netflix is a milestone that separates him from virtually all other family YouTube creators.
Jordan Matter's own YouTube channel description reads "My daughter has taken over my channel," reflecting a deliberate shift in who leads the content. Videos like "My Daughter Has ONE FLIGHT to Anywhere" show her at the center of the action rather than as a supporting cast member. It's a generational handoff that has helped the channel stay fresh and relevant with a young audience.
Yes — Jordan Matter's Instagram bio highlights back-to-back Kids Choice Award wins in 2024 and 2025. These fan-voted awards reflect the channel's deep connection with children and family audiences who actively campaign for their favorite creators. Winning in consecutive years puts Jordan Matter among a small group of creators with that distinction.
Sincerely Yours (@sincerelyyours) is a brand Jordan Matter co-founded, listed prominently in his Instagram bio alongside his Netflix show and Kids Choice wins. It marks his expansion from pure content creation into building an owned business — a natural next step for a creator operating at the Mega tier with tens of millions of loyal family-focused followers. The brand is tied to his family-first identity and creative background.
Yes — Jordan Matter's Instagram profile category is listed as Photographer, and he built a professional photography career before his family YouTube channel took off. That visual background gave his early videos a more polished, cinematic look that stood out in the family content space. His photography roots continue to inform the production quality of his channel.
Jordan Matter partnered with CrunchLabs for sponsored YouTube content in late 2025. CrunchLabs, the science and engineering subscription box company co-founded by Mark Rober, is a strong fit for a family channel whose audience skews toward children and curious young learners. The sponsorship reflects the type of family-friendly brand alignment that works naturally within his challenge and entertainment content.
Yes — Jordan Matter worked with Sephora on a YouTube sponsorship in early 2026. His audience skews majority female with a large segment of viewers in the 18–34 age range, which overlaps closely with Sephora's core beauty demographic. It's a notable crossover deal between the family entertainment creator space and the beauty category.
Jordan Matter's channel is built around family challenges, high-concept stunts, and emotional real-life scenarios — including "Boys vs Girls" sleepovers, best friends vs. couples truth challenges, and childhood memory recreations. His daughter now leads most of the on-camera action, keeping the content centered on a young, relatable personality. The format consistently drives engagement above the category average for family and entertainment channels.
Jordan Matter's daughter is named Natalie, and she has become the face of his YouTube channel after effectively taking it over from her father. Natalie appears across his most-viewed challenge and lifestyle videos, and her performing arts background connects directly to the family's Netflix show. Her rise to the center of the channel has been a key driver of its continued growth.
Jordan Matter's YouTube channel has surpassed 37 million subscribers, placing him firmly in the Mega creator tier. The channel continues to see consistent month-over-month growth driven by family challenge and entertainment content. It is one of the largest family-focused YouTube channels based in the United States.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@jordanmatter · YouTube
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