As streamers poach viral creators to appeal to children, digital whack-a-mole has become a new kind of family challenge

Exasperated dad Simon Hooper shakes his fist at the camera in a viral video. “We managed to get rid of YouTube in our household six months ago and the kids are finally OK with it,” he says – but Netflix is “now commissioning YouTubers to make their brain rot and putting it back in front of my kids’ faces”.

The precise “brain rot” he’s referring to is the arrival of a polarising show that’s lighting up parent chats around the globe. And while Salish and Jordan Matter might be new to Netflix Kids users, the father-daughter content creators are familiar to anyone who’s spent any time on the internet.