PewDiePie
Felix Arvid Ulf Kjellberg, widely known as PewDiePie, is a prominent Swedish YouTuber famous for his comedic videos. His rise to fame on YouTube has solidified him as one of the most well-known online personalities, particularly within the gaming community. PewDiePie created his YouTube channel in 2010, initially posting Let's Play videos focused on horror and action video games. His channel quickly gained a large following, becoming one of the fastest-growing channels
| PewDiePie | |
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| Personal information | |
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 Kjellberg in July 2019 | |
| Born | Felix Arvid Ulf Kjellberg
Gothenburg, Sweden |
| Other names | Pewds |
| Occupation | YouTuber |
| Spouse | Marzia Kjellberg |
| Children | 1 |
| Signature |  |
| Channels | PewDiePie Pewdie (inactive) PewDiePie Highlights |
| Years active | 2010–present |
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in 2012 and 2013, ultimately making him the most-subscribed YouTuber on August 15, 2013. He also became the most-viewed channel on YouTube from December 29, 2014, to February 14, 2017. Over time, his content diversified beyond Let's Plays to include vlogs, comedy shorts, formatted shows, and music videos. While his content has often received mixed reviews from audiences, it became more controversial in the late 2010s, attracting significant media attention. His competition with the Indian record label T-Series in 2019 led to PewDiePie being overtaken as the most-subscribed channel on YouTube. Following this, he began to step back from frequent uploads and shifted to uploading more casually for his enjoyment rather than as a career. He eventually semi-retired from YouTube and relocated to Japan with his wife, Marzia, an Italian Internet personality.
Despite the shift in his online presence, PewDiePie's channel still ranks among the top most-subscribed and most-viewed on YouTube, with over 110 million subscribers and 29.4 billion views. His influence has extended to boosting sales of the video games he plays and aiding in charity fundraisers. In 2016, he was named one of Time magazine's 100 most influential people in the world. Born on October 24, 1989, in Gothenburg, Sweden, PewDiePie was raised in the same city. He was born to Lotta Kristine Johanna, a former CIO, and Ulf Christian Kjellberg, a corporate executive. He also has an older sister named Fanny. During his childhood, he developed an interest in art, often drawing video game characters like Mario and Sonic. He also enjoyed playing games on his Super Nintendo Entertainment System, such as Star Fox and Donkey Kong Country 2.
Kjellberg attended high school in Gothenburg, where he spent much of his time playing video games and skipped classes to visit an Internet café with friends. His interest in gaming led him to purchase a computer using money earned from selling artwork through his grandmother's gallery. He then enrolled in industrial engineering and management at Chalmers University of Technology in Gothenburg. However, he left the university in 2011, explaining that he found little interest in his course. He later clarified that leaving school to pursue a YouTube career was, in hindsight, “fucking stupid.” Kjellberg's passion for art continued after his departure from Chalmers, particularly in Photoshop. He entered Photoshop contests and came close to securing an apprenticeship at a notable Scandinavian advertising agency. After not receiving the apprenticeship, he sold limited edition prints of his photo manipulations to fund the purchase of a computer for his YouTube endeavors.
Personal life
Felix Kjellberg married his long-term Italian partner Marzia Bisognin on 19 August 2019. The couple welcomed their son on 11 July 2023. Kjellberg and Bisognin met through a mutual friend of Marzia’s in 2011 and quickly established an online relationship. After meeting in person when Kjellberg flew to Italy, they moved between Sweden and Italy before settling in Brighton, England, in July 2013. They chose the UK for its proximity to the sea and better internet connectivity, and Kjellberg appreciated the anonymity the location provided. A trip to Japan in 2018 inspired the couple to relocate there permanently, and they purchased a house in 2019. However, their move was delayed due to a burglary in late 2019 and Japan’s restrictive relocation policies during the COVID-19 pandemic. Eventually, in May 2022, they moved to Japan with a 5-year business visa.
On his political views, Kjellberg described himself as "more apolitical than anything," positioning himself somewhere between left-wing and right-wing in October 2019. He also identified as an agnostic atheist in 2014. Kjellberg has shared that he follows a pescetarian diet and developed a daily whiskey habit to cope with stress from his demanding content creation schedule. In July 2019, during a Cold Ones podcast interview, he mentioned that a book on Buddhism helped him quit the habit.
career
PewDiePie, born Felix Arvid Ulf Kjellberg on October 24, 1989, in Gothenburg, Sweden, is one of the most prominent YouTubers. His journey started in 2010 with gaming videos, primarily focusing on “Let’s Plays” of horror and action games. His charismatic, energetic reactions to games helped him gain rapid popularity, and by 2013, he became YouTube’s most-subscribed channel.
From 2013 to 2019, he maintained the title, diversifying his content with vlogs, comedy sketches, and commentary. His rivalry with Indian channel T-Series in 2018-2019 led to the "Subscribe to PewDiePie" campaign. Throughout his career, he has also raised millions for charity, including initiatives for the Red Cross and WaterAid. Despite facing controversy, including backlash over racial slurs in 2017 and accusations about his content promoting offensive themes, PewDiePie remained resilient, and his fanbase remained loyal.
After the T-Series competition, Felix took a semi-retirement, focusing on his personal life. He married Marzia Bisognin in 2019 and moved to Japan in 2022. In 2023, they welcomed their son, marking a new chapter in their lives. Though his uploads have decreased, his influence on YouTube remains significant. With over 110 million subscribers, he continues to be one of the most impactful YouTubers, inspiring others to pursue content creation. Additionally, Felix has made a mark with business ventures, including product endorsements and promoting indie games. Felix follows a pescetarian diet and previously struggled with stress, which led to a daily whiskey habit. He later quit, inspired by Buddhism.
Public image and influence
Since his rise to fame on YouTube with his Let's Play videos, Felix Kjellberg, also known as PewDiePie, has become one of the most influential and controversial figures in online media. Many publications have recognized him as a key player in shaping digital content and internet culture, especially within video gaming communities. Eurogamer referred to him as a "figurehead" for YouTubers, and in 2016, Douglas Holt from Harvard Business Review called him "YouTube's greatest success," highlighting his pivotal role in gaming subcultures. Time magazine also recognized his dominance in the YouTube space, noting that he pioneered a new form of fame outside traditional media systems. Despite his success, Kjellberg has expressed discomfort with his fame, calling it "kind of scary." In interviews, he admitted to being shocked by his level of recognition and sometimes even considered quitting YouTube. His demeanor in real life contrasts with his online persona; he is known for being more reserved and shy. After relocating to Japan, he expressed a preference for anonymity in public spaces.
Kjellberg’s success on YouTube is attributed to his ability to directly connect with his audience, bypassing intermediaries such as agents or press releases. This direct connection, coupled with his self-deprecating humor and genuine interactions, has been a significant factor in his popularity. However, his rise to fame has not been without controversy. Kjellberg’s tendency to flout YouTube’s rules and occasionally cause offense led to a shift in his public image, with some seeing him as a "populist reactionary" symbolizing a tension between YouTube creators and the platform itself. Despite controversies, including accusations of antisemitism, Kjellberg's influence has remained immense. He has been consistently featured on influential lists, such as Time’s list of the 30 most influential people on the internet and Forbes' list of the highest-earning YouTubers. His fanbase, known initially as the "Bro Army" and later as "Squad Fam," has been both praised and criticized for their loyalty and, at times, toxic behavior. Nonetheless, Kjellberg’s impact on video game culture is undeniable, with his Let's Play videos often boosting the popularity and sales of indie games.
Kjellberg has also influenced the gaming industry by promoting indie games, contributing to their commercial success. His gameplay videos, particularly in titles like Minecraft, have generated significant interest and increased sales for several games. Despite this, he has downplayed his role in driving sales, emphasizing that he just enjoys playing games. His influence is so strong that games often reference him directly, such as through in-game characters or features named after him. Financially, Kjellberg has earned millions from YouTube and other sources. He was the highest-paid YouTuber in 2016, earning $15 million, partly due to his YouTube Red series and his bestselling book. His income, however, fluctuated in the years following, with a decline in 2017 due to the controversies surrounding his content. Despite media fascination with his earnings, Kjellberg has expressed frustration, preferring to focus on charitable contributions rather than his personal wealth.
Other ventures
On 24 September 2015, PewDiePie released his video game PewDiePie: Legend of the Brofist on iOS and Android, developed by Outerminds in collaboration with PewDiePie. In September 2016, another game, PewDiePie's Tuber Simulator, was launched by Outerminds, and quickly became the number one app on the App Store. In October 2017, former Goat Simulator developer Armin Ibrisagic partnered with PewDiePie to create Animal Super Squad, with PewDiePie providing input on the core concept and offering feedback on the game. In 2019, PewDiePie released PewDiePie's Pixelings in November and Poopdie in December. However, Poopdie was rejected from the App Store due to its crude content, though it was made available on Android. In 2015, PewDiePie's book This Book Loves You, a parody of self-help books, was published by Penguin Group's Razorbill imprint. It quickly reached the number one spot on The New York Times Best Seller list in the Young Adult Paperback category. PewDiePie and his wife Marzia also launched the unisex clothing brand Tsuki through a YouTube video. Beyond his YouTube content, PewDiePie made appearances in other media, including cameo roles. In April 2013, he appeared in Epic Rap Battles of History as Mikhail Baryshnikov, and in July 2013, he joined other YouTubers as a guest judge on Internet Icon. He was also part of YouTube's year-end Rewind series from 2013 to 2016 and again in 2019.
In June 2014, PewDiePie hosted an episode of the Swedish radio show Sommar i P1. His broadcast, available in both Swedish and English, was widely shared. Later that year, he guest-starred in two episodes of South Park, where he parodied himself and other Let's Play commentators. In 2015, PewDiePie voiced a character in Oscar's Hotel for Fantastical Creatures and made guest appearances on The Late Show with Stephen Colbert and Conan. PewDiePie has used his massive popularity for philanthropic causes. In 2012, he won the title of "Gaming King of the Web" and donated his prize to the World Wildlife Fund. He also raised funds for St. Jude Children's Research Hospital and initiated a charity campaign with Charity: Water, raising over $446,000. In June 2014, he launched a fundraiser for Save the Children, raising over $630,000. He continued supporting charities, raising over $1.3 million in December 2016 for RED, which works to combat HIV/AIDS in Africa. In 2018, PewDiePie raised over $200,000 for Child Rights and You (CRY), a cause supporting Indian children. In 2019, he and actor Jack Black collaborated on a fundraiser for the National Alliance on Mental Illness (NAMI), raising over $30,000, following the tragic death of internet personality Etika. PewDiePie also pledged to donate $50,000 to the Anti-Defamation League in 2019, but later retracted the donation after facing criticism from his fans. In October 2019, PewDiePie donated $69,420 to Team Trees, a campaign aimed at planting trees to fight deforestation. In 2020, he raised over $116,000 for the Sentencing Project, victims of police brutality, and small businesses affected by the Black Lives Matter movement. By 2021, PewDiePie had donated over $1 million to various causes, including Red Nose Day, Movember, and Save the Children Lebanon.
References
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- Cumming, E. (2019, May 15). The National interview: ‘Love songs are more political than anything else’ | The Independent. The Independent. https://www.independent.co.uk/arts-entertainment/music/features/the-national-interview-new-album-i-am-easy-to-find-mike-mills-alicia-vikander-a8913256.html
- Growjo. (n.d.). T-Series: Revenue, Competitors, Alternatives. https://growjo.com/company/T-Series#google_vignette
- Home - Kjellberg. (n.d.-a). https://www.kjellberg.de/home.html
- Home - Kjellberg. (n.d.-b). https://www.kjellberg.de/home.html
- Makuch, E. (2016, February 9). Watch PewDiePie Talk With Conan O'Brien About His "Very Specific Audience" GameSpot. https://www.gamespot.com/articles/watch-pewdiepie-talk-with-conan-obrien-about-his-v/1100-6434625/
- Minecraft. (n.d.). Welcome to the official site of Minecraft. Minecraft.net. https://www.minecraft.net/en-us
- Moderator. (2019, July 16). Self-Deprecating humor. SOVA. https://sova.pitt.edu/educate-yourself-self-deprecating-humor/
- PewDiePie. (n.d.-a). YouTube. https://www.youtube.com/user/pewdiepi
- PewDiePie. (n.d.-b). YouTube. https://www.youtube.com/user/pewdiepie
- South China Morning Post. (2019, July 3). From PewDiePie to Shane Dawson: 10 YouTube influencer books to top The New York Times’ bestseller list. South China Morning Post. https://www.scmp.com/lifestyle/arts-culture/article/3017047/pewdiepie-shane-dawson-10-youtube-influencer-books-top-new
- Team, P. (2024, July 31). How PewDiePie survived every major scandal. Podcastle Blog. http://podcastle.ai/blog/how-pewdiepie-survived-every-major-scandal/
- Timestaff. (2016, April 21). Felix Kjellberg (a.k.a. PewDiePie). TIME.com. https://time.com/collection-post/4302406/felix-kjellberg-pewdiepie-2016-time-100/
- Wikitubia, C. T. (n.d.). Most-subscribed YouTube channels. Wikitubia. https://youtube.fandom.com/wiki/Most-subscribed_YouTube_channels
