Netflix taps Alix Earle, Alan Chikin Chow to front new creator-led programming

Netflix is doubling down on creators as a pipeline to primetime, commissioning new series from social stars Alix Earle and Alan Chikin Chow.

The projects add to a growing slate of creator-led shows at the streamer, which now appears to be formalising its development strategy around creators with large, built-in audiences, as competition for attention intensifies across platforms.

Earle, who rose to prominence through candid “get ready with me” videos on TikTok, will front an unscripted reality series following her life as a creator and entrepreneur, alongside her family and close friends. The series is set to launch in 2026.

Meanwhile, Chow, the most-watched creator on YouTube Shorts, is partnering with Netflix and HYBE America on a scripted series centred on a group of aspiring pop idols who form a co-ed band at an arts academy. Original music will be released alongside the show.

Earle said the Netflix partnership would allow audiences to see more of her family beyond what she shares on social media. “People think they know everything there is to know about me and my family, but honestly there’s still so much more,” she said.

Chow, who has close to 100 million subscribers across YouTube, said the project aimed to set a “new standard for storytelling”. Further casting details have yet to be disclosed.

The projects mark a continuation of Netflix’s push into creator-led programming. In January, the streamer brought Ms Rachel onto the platform, expanding her audience beyond YouTube. Later in the year, it commissioned a competition series fronted by Mark Rober, the former NASA engineer with more than 70 million subscribers.

Netflix has previously said it views YouTube as its largest competitor, highlighting how creator-led programming is becoming central to its broader strategy.

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