Netflix is staying busy in the world of creators. Its latest announcement in that sphere involves Alix Earle, a 25-year-old TikTok star who has gained a reputation as a Gen Z “it girl.” In an upcoming documentary series, Netflix’s cameras will go behind the scenes of Earle’s videos to paint an intimate portrait of her family.
In an interview with Netflix, Earle said that the unscripted series will portray her “real life beyond the quick clips.” Several members of the New Jersey-bred Earle clan will find themselves in the spotlight, including Ashtin Earle, Alix’s sister and a prominent creator in her own right.
“I’m so used to being in control of what I share and what I keep private, so having cameras around in moments I normally wouldn’t post is definitely an adjustment,” Earle said. “But the real, human moments are what connected me to my audience in the first place. If letting people in even more makes someone feel less alone, or even just makes them laugh, then it’s worth it.”
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As the calendar turns over into 2026, Netflix is escalating a rivalry with YouTube that began in earnest last year. That form of competition involves deals with creators, and Netflix has delivered on that pledge. A recent pact with YouTube standout Alan Chikin Chow will add a rare creator-led scripted show to the streamer’s library.
Now, Netflix is dusting off a classic star vehicle: A creator-focused docuseries that attempts to add more youth to a streaming service’s subscriber numbers. That strategy dates at least as far back as Vine star Hayes Grier and his go90 show Top Grier. Other creator/streaming service pairings have included the Snap original Addison Rae Goes Home, Hulu’s The D’Amelio Show, and HBO’s Paul American.
Those docuseries have tended to have more benefits for the stars than the host platforms. Rae has become a charting pop star, Charli D’Amelio is now a Dancing With the Stars winner, and Netflix already knows what the Paul brothers have accomplished since the conclusion of Paul American. Alix Earle has already been on Dancing with the Stars, but her sustained status as a drama magnet could help her wring more renown out of her Netflix close-up.
What about Netflix itself? Can the streamer benefit from a straightforward evaluation of a social media star? It has certainly benefited from its relationship with Jake Paul, and its latest creator partner has a similarly influential vibe. If the so-called “Alix Earle effect” can move the needle for beauty brands and home goods retailers, it can probably sell some Netflix subscriptions, too.
