According to the Daily Mirror, show bosses reckon that Matt is the most marketable of the finalists and will have the most success after the show.
Apparently, X Factor chiefs are super keen to add to the show's collection of more than 40 Number 1 singles and over 20 Number 1 albums.
And it's all because of The Voice UK, or so the story goes.
From next month The Voice UK will share its home with The X Factor on ITV, prompting a "fierce battle between the shows," the newspaper has suggested.
So far The Voice UK has had pretty much no impact on the charts so we don't think The X Factor needs to be too worried.
But a source said: “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 week's semi-final the insider claimed it would be "a lot tougher" for Saara to forge a career and producers were willing 5 After Midnight or Matt to win.
Last night we of course said goodbye to 5 After Midnight, leaving it a straight race between Saara and Matt for the title.
It's shaping up to be the closest final ever with Matt the current narrow favourite to win with the bookies.
The X Factor 2016 final continues LIVE tonight from 8PM on ITV.
It's the final result and it'll be live from Wembley Arena again with guest performances from Little Mix, Madness and Kylie Minogue.