Usually this means it is corrupt install media you are attempting to install from. You should try download and create a bootable copy, then try again.
- How to download official Windows 10 ISO files Updated
- How to Prepare Bootable Install Media for Windows 10 - DVD, USB or SD Card
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- How to: Perform a clean install of Windows 10
If that does not work, what you should do, when you boot from it and arrive at the Install now screen, disconnect the USB install media at the Install Now screen. Go through the setup wizard, partition your drive. When its ready to copy files it will prompt you to reconnect the USB drive to continue the installation.