In a move that signals a major shift in how the world's biggest content creators manage their digital footprints, Manchester-based social-first agency NewGen has officially announced the signing of Félix Lengyel, better known to millions as xQc.
The globally renowned streamer started life as an Overwatch pro, with his initial streams stemming from Blizzard’s multiplayer first-person shooter. However, with his rise as a certified audience driver, xQc's content has since expanded into other areas, including vlogging and IRL (in real life) streams.
With over 12.2 million followers on Twitch and a historic $100 million non-exclusive deal with Kick already under his belt, xQc remains the "final boss" of live streaming. However, this new partnership with NewGen (formerly Kairos Media) isn't about where he streams — it's about where his content lives after the stream ends.
What is social publishing? The NewGen remit
Unlike traditional talent agencies that focus on brand deals, NewGen's role is focused on social publishing services. Working in tandem with xQc's existing management at Evolved Agency, NewGen will focus on:
- Content syndication: Taking the thousands of hours of live footage from xQc's Twitch and Kick broadcasts and "re-packaging" them for short-form dominance on TikTok, Reels, and YouTube Shorts.
- Audience expansion: Reaching "off-platform" viewers who may not watch ten-hour livestreams but consume gaming culture via social feeds.
- Revenue diversification: Unlocking new monetization streams through platform-native ad revenue and social-specific sponsorships.
Why NewGen?
Mike Craddock, CEO and co-founder of NewGen, stated that the agency was selected for its data-led approach and its ability to address "common industry hurdles" related to content fatigue. By utilizing NewGen's "problem-solving" infrastructure, xQc aims to maintain his status as the world's most-watched creator without needing to be live 24/7. This reflects a 2026 trend in which top-tier creators are acting more like media houses than individual streamers.
Moreover, NewGen is a leading social agency for brands and creators, with a clientele that boasts names like PepsiCo, Porsche, Blizzard and Heinz. Known for high-impact marketing campaigns targeting Gen Z and video gaming audiences, its creator portfolio includes prominent influencers like "KSI", Kai Cenat and Felix "PewDiePie" Kjellberg.
A list of clients and partners, such as the one above, was bound to impress even the most renowned face, and xQc was no different. The company's work with these brands and influencers, combined with the knowledge such partnerships could bring, made it an easy choice for the streamer.
This signing proves that the North of England is becoming a global hub for the creator economy. For creators like xQc, the challenge in 2026 is no longer getting views — it's retaining them across a fragmented social landscape. NewGen's expertise in platform-native creative makes them the ideal engine for the Canadian's next phase of global growth.
xQc in livestreaming: By the numbers
Having exploded into the online world's public consciousness in 2019, xQc has consistently been one of the most-watched streamers on Twitch every year since. In fact, he was the purple platform's top name by Hours Watched (HW) every year between 2020 and 2022, before finishing fourth in 2023
The only reason he didn't make it four years in a row, topping Twitch's charts, was that xQc parlayed his success into a record-breaking deal to join Kick in mid-2023. He has continued to be a name under immense focus from a global audience on the Stake-backed platform.
In fact, he was among the four most-watched Kick creators in 2023 and 2024. Moreover, his first few broadcasts on the livestreaming service created such a storm that due to the huge influx of audiences, the site's servers were down for several hours.
The 30-year-old also helped the neon platform set a new record for concurrent viewers. Kick reached 458.3K Peak Viewers (PV) during one of his first few streams in June 2023, a 19.8% rise from the then-fledgling streaming site's previous record set in March.
The streamer of French descent has remained one of the voices of livestreaming, with his 2026 output barely slowing down. He remains among Twitch and Kick's 25 most-watched creators, and the new deal with NewGen will undoubtedly help him enter new platforms and attract more viewers to his channels.
Header image via xQc on yo_itzrih on Reddit
