Comcast-owned broadband and mobile brand Xfinity is launching a vertical reality competition series designed exclusively for Instagram and TikTok, as the US connectivity provider expands its investment in creator-led entertainment.
The seven-part series, Best in Class, has been produced by NBCUniversal’s Rock Studios, the recently launched branded entertainment division behind marketing work for shows including Love Island USA and The Traitors.
Hosted by creator and sports media personality Katie Feeney, the series follows six US college creators competing for a six-figure Xfinity brand partnership. New episodes will debut weekly from August 5 on Xfinity’s Instagram and TikTok channels.
The competition centres on a series of social-first creative challenges intended to test contestants’ ability to produce attention-grabbing content while collaborating with fellow creators. The winner will be named Xfinity’s first ‘Creator Valedictorian’, receiving a six-figure brand partnership along with a year of free Xfinity services.
Xfinity is the consumer broadband, mobile and TV brand operated by Comcast, one of the largest telecommunications and media companies in the US. The company is positioning the series as part of a broader strategy to connect with the creator economy through original social programming.
“We didn’t want to simply attach ourselves to creator culture – we wanted to help create it. Creators are reshaping culture and entertainment, and they each depend on one essential tool: a reliable connection,” said Julie Scelzo, chief creative officer, Xfinity. “Connectivity has become the foundation of modern creativity, and that’s why Xfinity is investing in the next generation of creators through Best in Class.”
She added: “By bringing together rising talent, premium storytelling, and the reliable connection that makes it all possible, we’re creating a new kind of entertainment experience built for how audiences discover and engage with content today.”
The series is hosted by Katie Feeney, who has built a large following through sports and entertainment content across social platforms. Last year she joined ESPN as a creator contributing to the broadcaster’s social and digital output after establishing herself through coverage of major sporting events and behind-the-scenes content.
“Creators today aren’t just posting content – they’re building brands, launching businesses, and turning their passions into real careers,” said Feeney. “What I love most about this series is that it’s not just about growing as creators – it’s about finding your people. Watching these students support each other, swap ideas, and build a community has been incredible. They’re talented, relatable, and completely themselves, and I think that’s what viewers are really going to connect with.”
The project marks the first original social-first series from Rock Studios, which NBCUniversal launched in June as the evolution of its in-house branded content operation. “Best in Class represents the future of branded entertainment, blending premium storytelling with creator-led content and Xfinity’s investment in the next generation of creators,” said Karen Kovacs, president of advertising & partnerships, NBCUniversal. “Through Rock Studios, we’re helping brands create content that audiences genuinely want to engage with, and Best in Class demonstrates how brands can authentically connect with culture through compelling storytelling.”
Three takeaways
Brand-funded original programming: Rather than sponsoring an existing creator series, Xfinity has greenlit an original reality format built around its brand.
Platform-native distribution: The competition has been created exclusively for Instagram and TikTok in a vertical format, rather than for YouTube.
Growing convergence of brands and entertainment: The series illustrates how companies such as NBCU are producing premium social-first entertainment that combines creator talent, branded storytelling and reality TV formats.
