Integrated Content Agency (ICA) is launching NEXT, a digital reality competition offering emerging streamers a chance to win $75,000 and become “the next big streaming star.” The series premieres on April 10 at 4 p.m. PST across multiple platforms, including Twitch, YouTube, and TikTok Live.

Competition Structure and Format

Presented by Progressive Insurance, NEXT unfolds over three chapters from April through September 2025. The competition begins with a multi-day audition process that narrows 12 invited contestants to four finalists.

Contestants face elimination-based challenges that test their mental, physical, and virtual skills across popular Twitch categories, including gaming, art, sports, music, and food. The series culminates in a three-part finale in which contestants develop original live stream shows.

Streamer AustinShow hosts the series, with mentors including TheSushiDragon (who also produces), Will Neff, BotezLive, Lana Rae, and CarolineKwan. Production partner Wildcatter co-developed the format.

NEXT incorporates viewer interaction through “Chat Vote,” allowing fans to help contestants win advantages like the “Progressive Edge.” Bonus content includes reaction streams, behind-the-scenes commentary, and “Sushi Talk,” a variety show hosted by TheSushiDragon.

The competition launches as Twitch maintains relatively stable viewership, with 18.5 billion hours watched in 2024 compared to 18.9 billion in 2023, according to StreamElements data. Analysts attribute the slight decline to creators increasingly adopting multi-platform strategies.

Branded Content Performance

ICA specializes in live streaming branded content, having previously developed series including “Elevated,” “Top Streamer,” and “CelebriTee Showdown” for Fortune 500 consumer brands. The agency reports that these interactive events have accumulated over 150 million views and 1.3 billion minutes watched.

“Through this series with Progressive, we’re continuing to reimagine how impactful branded content can deliver both authentic creator engagement and brand visibility while enhancing connection,” ICA Co-founder Adam St. Clair said in a statement.

The NEXT competition launches amid rising competition in the creator economy. Competitors like Kick target smaller creators through initiatives such as the recently announced $50k “Kick Road” contest for streamers averaging fewer than 100 concurrent viewers.