PewDiePie (Felix Kjellberg)

The Rise of a YouTube Pioneer

Felix Arvid Ulf Kjellberg, better known by his online persona PewDiePie, has established himself as one of the most influential content creators in YouTube history^[1]. Born on October 24, 1989, in Gothenburg, Sweden, Kjellberg began his digital journey in 2010 when he registered his YouTube channel "PewDiePie" — a name combining "pew" (the sound of lasers) and "die" (referring to dying in games)^[1]. The Swedish creator's early path was far from conventional. After dropping out of Chalmers University of Technology where he studied industrial economics and technology management, Kjellberg faced disapproval from his parents who refused to support him financially². To fund his early videos, he worked various jobs including selling hot dogs, working as a harbor captain, and selling prints of his Photoshop art^[1].

Gaming Content Revolution

PewDiePie's initial success came through his distinctive approach to gaming content, particularly his "Let's Play" videos featuring horror and action games^[1]. His breakthrough content centered around games like "Amnesia: The Dark Descent" and "The Last of Us," where his genuine, often exaggerated reactions and high-pitched screams became his signature style³⁴. His influence on the gaming industry became so significant that it earned a nickname — "the PewDiePie effect" — referring to how games featured on his channel would experience substantial boosts in sales⁵. This phenomenon demonstrated the immense power of influencer marketing in the gaming sector, with developers actively seeking his coverage for their titles.

Subscriber Milestones and Platform Dominance

Kjellberg's channel experienced explosive growth throughout the early 2010s. He reached one million subscribers in July 2012, doubling to two million by September of the same year⁶. On August 15, 2013, PewDiePie became the most-subscribed channel on YouTube, surpassing Smosh^[1]7. The channel continued breaking records, becoming the first YouTube channel to reach 50 million subscribers in December 2016^[1]7. In August 2019, PewDiePie achieved another historic milestone by becoming the first individual creator to reach 100 million subscribers⁷. As of July 2025, his channel maintains approximately 110 million subscribers with over 29.5 billion total views⁸.

The T-Series Battle

One of the most significant events in PewDiePie's career was his subscriber battle with T-Series, an Indian music label, which became known as the "Great Subscriber War"⁹. Beginning in late 2018, this rivalry captured global attention as both channels competed to be the first to reach 100 million subscribers⁹. The campaign generated the viral "Subscribe to PewDiePie" meme, with supporters organizing marches, creating promotional videos, and even engaging in controversial activities like vandalism and hacking⁹. PewDiePie himself released the diss track "Bitch Lasagna" in October 2018, which became one of his most-viewed videos with over 325 million views¹⁰. The competition ultimately ended in April 2019 when T-Series secured the position as the most-subscribed channel¹¹.

Content Evolution and Diversification

While gaming remained his foundation, PewDiePie's content evolved significantly over the years. He shifted from pure gaming content to include vlogs, comedy shorts, formatted shows, and music videos^[1]. Popular series like "Meme Review," "You Laugh You Lose (YLYL)," and "Last Week I Asked You (LWIAY)" became cultural touchstones, with the creator reviewing fan-submitted memes and content⁷⁴. His return to Minecraft content in recent years proved particularly successful, with his Minecraft series attracting millions of views and reinvigorating interest in the game years after its initial release⁷⁴. This demonstrated his ability to adapt and remain relevant across different gaming trends and audience preferences.

Business Ventures and Revenue Streams

PewDiePie's success extends far beyond YouTube ad revenue. His estimated net worth ranges between $40-90 million, with multiple sources citing approximately $45-54 million as of 2024-2025¹²¹³⁶. According to various analyses, his monthly earnings include approximately $1.6 million from YouTube ads, $2.75 million from merchandise sales, and $500,000 from brand partnerships and affiliate marketing¹². His merchandise empire became particularly lucrative, with limited-edition items and collaborations generating substantial revenue¹⁴. He co-founded the clothing brand Tsuki with his wife Marzia, focusing on ethically made, thoughtfully designed products¹². Additionally, he launched mobile games including "PewDiePie: Legend of the Brofist" in 2015 and "PewDiePie's Tuber Simulator" in 2017¹²¹³.

Brand Partnerships and Sponsorships

Throughout his career, PewDiePie has maintained partnerships with various brands, most notably with G FUEL energy drinks, where he has his own signature flavor¹⁴¹². Other long-term partnerships include NordVPN, which has sponsored over 300 of his videos, generating over 2.5 billion views for the brand¹⁵¹⁶. His influence in sponsored content remains substantial, with his videos consistently appearing among the most-viewed sponsored content on YouTube¹⁶.

Controversies and Challenges

PewDiePie's career has been marked by several significant controversies that tested his resilience and adaptability. In February 2017, Disney cut ties with him after videos containing Nazi references and anti-Semitic imagery surfaced, leading to the cancellation of his YouTube Red series "Scare PewDiePie 2"¹⁷. Later that year, he faced criticism for using a racial slur during a live stream while playing PlayerUnknown's Battlegrounds¹⁸. The most serious controversy occurred in March 2019 when the Christchurch mosque shooter referenced the "Subscribe to PewDiePie" meme during his attack¹⁹²⁰. This tragic incident led Kjellberg to call for an end to the subscriber campaign and prompted significant reflection on the responsibility that comes with his massive platform¹¹. Despite these challenges, PewDiePie has demonstrated remarkable resilience, addressing controversies directly and continuing to maintain his audience's loyalty²¹. His ability to weather these storms while maintaining his subscriber base showcases the strength of his personal brand and connection with his audience.

Personal Life and Family

In August 2019, PewDiePie married Marzia Bisognin, an Italian former YouTuber whom he had been dating for eight years²²²³. The couple first connected in 2011 when Marzia emailed him about finding his videos funny, and she subsequently moved to Sweden to be with him²². Their wedding took place at Kew Gardens in London on August 19, 2019, exactly eight years after they first met²³. The couple currently resides in Japan, where they welcomed their first child, Björn, on July 11, 2023²⁴²⁵. PewDiePie has shared glimpses of family life through vlogs and social media, showing a more personal side while maintaining boundaries around his child's privacy^{26 27}.

Platform Changes and Adaptation

PewDiePie's relationship with YouTube has evolved alongside the platform's changes. In 2019, he briefly experimented with streaming on DLive before returning to YouTube with an exclusive live-streaming deal in 2020²⁸. He has been vocal about YouTube's policy changes and their impact on creators, particularly around content monetization and algorithm changes²⁹³⁰. The creator has taken several breaks from the platform, including a notable hiatus at the beginning of 2020 when he cited exhaustion from uploading videos daily for nearly a decade³¹³⁰³². These breaks highlighted the challenges of maintaining constant content creation and the importance of creator wellbeing in the digital age.

Cultural Impact and Legacy

PewDiePie's influence extends far beyond subscriber counts and view metrics. He played a crucial role in popularizing the "Let's Play" format and demonstrated that individual creators could build audiences rivaling traditional media outlets³³⁴. His success inspired countless content creators and helped establish the creator economy as a viable career path. His impact on internet culture includes popularizing memes, internet slang, and creating a template for authentic, personality-driven content that countless creators have adopted⁴. Time magazine recognized his influence by naming him one of the world's 100 most influential people in 2016 ³⁴.

Current Content and Future Direction

As of 2025, PewDiePie continues creating content, though with a more relaxed approach compared to his earlier daily upload schedule. His recent content includes family vlogs, book reviews, and commentary videos, reflecting his evolution as both a creator and a person³⁵³⁶. His 2025 book reading list and family content featuring his son Björn show a more mature, family-oriented direction while maintaining his authentic voice that originally attracted millions of viewers ²⁷³⁷.

References

1. PewDiePie - Wikipedia