According to the Daily Mirror, show bosses think Matt is the most marketable of the remaining finalists and will have the most success after the show.
Over the years, The X Factor has produced more than 40 Number 1 singles and over 20 Number 1 albums.
That's pretty much 100% more than rival show The Voice UK has managed in its five years on the BBC.
But from January The Voice UK will share its home with The X Factor on ITV, prompting a "fierce battle between the shows," the newspaper suggests.
And that, the report goes, is why The X Factor are super keen to make this year's winner a success.
A source told the tabloid: “Generating hits is the name of the game but this year it has taken on fresh significance for SyCo and the record bosses behind the show.
“They’ve been crowing about their history of chart successes but with The Voice about to start early next year it’s more important than ever."
Speaking before last night's X Factor semi-final results, the insider added: “Frankly if Saara or Emily win it’s going to be a lot tougher to forge a long-term chart career.”
We now know Emily is out of the running but Matt's chances also took a knock over the weekend as he found himself in the sing off.
Matt was saved by the judges against Emily with the pair in the bottom two for the first time this year.
It's led to The X Factor's closest final ever with all three of the remaining acts having both topped the vote and appeared in the sing off.
The winner will be crowned in The X Factor 2016 live final from Wembley Arena next Saturday and Sunday night on ITV.