Whether it worked in the past is irrelevant, really.
You could, for instance, have install media from Version 1703, and that will not even work to install Windows at this point. Microsoft's servers recognize that it's an out of support version of Windows 10 and block it.
As I said, USB media can also get corrupted in other ways. The first thing you must do is to create a fresh copy of the USB bootable installation media. You can try reusing that drive if you like. Were I you, I would download the ISO file instead, and use Rufus or a similar utility to create the bootable USB media if you intend to try reusing this drive. That way you have the option of using a different drive if this one continues to be problematic and you don't have to go through the download process again.
See:
a)
Completely Clean Win10 (Re)install Using MCT to Download Win10 ISO File
Even if you're only planning to do an upgrade using the bootable USB media, the steps given to create that in the instructions above apply. You just wouldn't go through the rest of them to wipe the drive and reinstall Windows.