Jordan Matter Highlights the Value of a Long-Form Video

While YouTube Shorts remain extremely popular, some channels find plenty of success leaning in the opposite direction. Tubular Labs data reveals how Jordan Matter finds this success, one long-form video after another.

Matter’s channel has existed for a long time, but was largely handed off to his daughter Salish several years ago. The switch hasn’t created any real negative impact, and recent adjustments may actually show how Jordan Matter’s page is gaining some new life.

• In Aug. 2025, Matter’s channel saw U.S. YouTube watch-time grow by 32% month-over-month – to 1.5 billion minutes – putting it squarely at No. 2 among domestic creators (only trailing kids video giant Ms. Rachel). 
• The figure represented a high-water mark over the last year, with minutes-watched nearly doubling since this past January.
• Where Matter’s channel excels is almost exclusively with regard to long-from videos. Of its 43 YouTube uploads this year, just nine are Shorts, and nearly all (but one) of the rest are 20 minutes or longer, with several running over an hour.
• In August, Matter’s channel didn’t upload a single short, with four different videos running between 25 and 33 minutes. 

While not the only creator to embrace the idea, large creators like Matter generating enormous watch-time with longer videos only stands to push that content approach forward – especially as more viewers tune in via TVs.