Felix Arvid Ulf Kjellberg, born on October 24, 1989, is better known as PewDiePie. He is a Swedish YouTuber who is most famous for creating videos about playing video games. His popularity on YouTube and the attention he received from the media have made him one of the most well-known online personalities and content creators. The media has often described him as an important figure in the gaming community on YouTube.
Kjellberg was born and raised in Gothenburg, Sweden. In 2010, he created a YouTube channel named "PewDiePie" and began posting videos where he played horror and action video games. His channel quickly gained many followers and became one of the fastest-growing channels on YouTube in 2012 and 2013. On August 15, 2013, his channel became the most-subscribed on YouTube. From December 29, 2014, to February 14, 2017, his channel was also the most-viewed on the platform. After becoming the most-popular creator on YouTube, he expanded the types of content he made, including vlogs, comedy videos, structured shows, and music videos. YouTube also invited him to star in a reality web series as part of its new subscription service.
Kjellberg’s videos were known for causing mixed reactions among viewers. In the late 2010s, his content became more controversial and attracted more attention from the media. A 2017 article by The Wall Street Journal claimed his videos included antisemitic themes and images, which led other media outlets to criticize him and some companies to stop working with him. Kjellberg admitted some of the content was inappropriate but said it was meant as humor and criticized the Journal’s reporting.
In late 2018 and early 2019, Kjellberg competed publicly with an Indian record label called T-Series for the most-subscribed YouTube channel. Eventually, T-Series overtook his channel. After this, Kjellberg returned to making regular gaming videos, focusing on the game Minecraft, which brought his channel record viewership. In the 2020s, he became less active online, posting content less often and taking breaks from the internet. In his personal life, he moved to Japan with his wife, Marzia, an Italian internet personality. He has since reduced his YouTube activity, choosing to create content for his own enjoyment rather than as a career. His videos now focus more on his family life and personal interests. His channel has over 110 million subscribers and 29.4 billion views, making it one of the most-subscribed and viewed channels on YouTube.
Kjellberg is often seen as an early leader and representative of YouTube’s platform and culture. He has had a major influence on internet culture, especially in the gaming community. His popularity has helped increase sales for the video games he plays, including those made by independent developers. This has also helped raise money for charity. Some media outlets have said he promoted harmful ideas or were close to them, while others believe these claims are unfair. He was named one of the world’s 100 most influential people by Time magazine in 2016.
Early life and education
Felix Arvid Ulf Kjellberg was born on October 24, 1989, in Gothenburg, Sweden, where he grew up. He was the son of Lotta Kristine Johanna (born 1958) and Ulf Christian Kjellberg (born 1957). He has an older sister named Fanny. His mother worked as a chief information officer (CIO) and was named the 2010 CIO of the Year in Sweden. His father is a business manager.
As a child, Kjellberg enjoyed drawing and playing video games. He often drew characters from popular video games, such as Mario and Sonic the Hedgehog, and played games on his Super Nintendo Entertainment System, including Star Fox and Donkey Kong Country 2: Diddy's Kong Quest. In high school, he spent much time playing video games in his bedroom and sometimes skipped classes to play with friends at an Internet café. In his final year of high school, he used money earned from selling artwork at his grandmother’s gallery to buy a computer.
After high school, Kjellberg began studying industrial engineering and management at Chalmers University of Technology in Gothenburg. He left the university in 2011. Some people believed he left to focus on his YouTube career, but Kjellberg explained in 2017 that he left because he was not interested in his studies. He also said that leaving school to work on YouTube would be "very unwise."
Kjellberg was interested in using Adobe Photoshop to create photo manipulation art. After leaving university, he entered Photoshop contests and nearly earned an apprenticeship at a well-known advertising agency in Scandinavia. When he did not get the apprenticeship, he sold limited prints of his photoshopped artwork to buy a computer. He then began creating content for YouTube.
YouTube career
Felix Kjellberg first created a YouTube account named "Pewdie" in December 2006. He explained that "pew" sounds like lasers, and "die" means to die. Later, he forgot the password for this account and created a new channel called "PewDiePie" on April 29, 2010. After leaving Chalmers University, his parents stopped giving him money, so he earned income by working as a harbor captain, selling art prints, and selling hot dogs. Kjellberg said making videos was more important to him than having a traditional job. In 2015, he said, "I knew people were famous for other types of videos, but no one was famous for gaming. I didn’t think you could make money from it. It was just something I loved."
In his early years on YouTube, Kjellberg made videos about playing video games, especially horror and action games. His first videos included commentary on games like Minecraft and Call of Duty, but he became well-known for playing horror games such as Amnesia: The Dark Descent and The Last of Us. He said, "I was very shy back then. It felt strange to sit alone and talk into a microphone. No one else did that." His oldest video, titled "Minecraft Multiplayer Fun," was uploaded on October 2, 2010, and it included mostly Swedish commentary.
Starting on September 2, 2011, Kjellberg began posting weekly vlogs called Fridays with PewDiePie. These videos were different from his usual Let's Play content and often included requests from his viewers.
By December 2011, his channel had about 60,000 subscribers. His subscriber count grew quickly in 2012. When his channel reached 700,000 subscribers, he spoke at the Nonick Conference 2012. In July 2012, his channel reached 1 million subscribers. In October, OpenSlate ranked his channel as the top YouTube channel. In December 2012, he signed with Maker Studios, a group that helps YouTube channels grow. Before this, he was with Machinima, a competing group. Kjellberg said he felt ignored by Machinima and hired a lawyer to leave his contract.
Early in his career, Kjellberg used jokes about rape in his videos. Another YouTuber named Michael "Slowbeef" Sawyer made a video mocking Kjellberg’s content. Kjellberg faced criticism for these jokes and apologized in a Tumblr post in October 2012. He wrote, "I no longer make rape jokes. I don’t want to hurt anyone, and I’m sorry if I did." The Globe and Mail reported that Kjellberg listened to feedback and stopped making those jokes.
By 2013, Kjellberg became very popular on YouTube. On February 18, his channel reached 5 million subscribers. In April, The New York Times covered his channel after it passed 6 million subscribers. In May 2013, he won awards for "Swedish Social Star" and "Most Popular Social Show" at the Starcount Social Stars Awards in Singapore. In June, he released a video called "A Funny Montage," which was part of a series of compilation videos. Many of his most-watched videos were compilations, and one from June 2013 remained his most-viewed video until 2018.
In July 2013, Kjellberg became the second most-subscribed user on YouTube. He later passed 10 million subscribers. In August, he signed with Polaris, a gaming section of Maker Studios. On August 15, Kjellberg became the most-subscribed user on YouTube, surpassing Smosh. He received a certificate from Guinness World Records for this achievement. In November, YouTube’s Spotlight channel became the most-subscribed. Later that month, Kjellberg said he disliked YouTube’s new comment system and turned off comments on all his videos. After some back-and-forth in December, his channel became the most-subscribed again on December 23. Between 2012 and 2013, Kjellberg’s channel grew faster than any other YouTube channel. Billboard reported that his channel gained more subscribers than any other in 2013.
Around 2014, YouTube began creating a system to classify its top creators. Some creators used YouTube to move into TV or film, while others built large audiences directly on the platform. Kjellberg was one of the top creators who built a large audience on YouTube.
In 2014, Kjellberg’s videos, which were known for playing horror games, started featuring games from different genres. That September, he announced he would disable comments on his videos permanently, saying most comments were spam or self-promotion. Though he turned off comments, he continued interacting with fans on Twitter and Reddit. On October 13, he allowed comments again but only after approval. He said this change would direct viewers to comment on his Broarmy.net website instead. Kjellberg later said disabling comments made him happier.
In October 2014, Kjellberg hinted that he might not renew his contract with Maker Studios when it ended in December. He expressed frustration with Disney, Maker’s parent company, and considered starting his own network. However, after news outlets reported his dissatisfaction, he said, "I feel like I was misquoted in The WSJ, and I’m happy with the work Maker has done for me." He continued working with Maker. Maker launched an official PewDiePie website and app, and Kjellberg promoted Maker’s projects. He also shared a portion of his YouTube ad revenue with Maker.
According to Social Blade, Kjellberg’s channel became the most-viewed on the site on December 29, 2014, with over 7 billion views.
In 2015, The New York Times noted that Kjellberg’s content changed. He began taking more risks, doing viral challenges, making fun of other YouTubers, and reviewing memes from fans. Kjellberg said these changes were due to his immaturity and boredom with playing video games.
YouTube content
Early in his career, Kjellberg's videos mainly focused on Let's Play content. His videos about playing horror games were the most well-known during this time, although he later expanded into other types of games. Unlike typical walkthroughs, Kjellberg's Let's Play videos aimed to connect more personally with his audience. Variety described his style as "acting like he is spending time with a friend." He began each video by introducing himself in a high-pitched, playful voice, then moved into the gameplay.
Kjellberg is known for his unique sense of humor. His videos have been described by various sources as playful, energetic, and sometimes loud, yet honest and unfiltered. Lev Grossman of Time wrote that "he is not polished, but his timing is always good," adding that "many discussions about PewDiePie focus on the use of strong language and physical humor, which are common, and the fact that he is simply a person playing games and reacting." Rob Walker of Yahoo! noted that Kjellberg's way of sharing his opinions includes jokes, loud sounds, silly voices, comments that might be considered offensive, and frequent use of strong language. At times, Kjellberg was quiet or emotional during his Let's Plays, with only gameplay shown. His playthrough of The Last of Us was noted for leaving him speechless at the end.
As his channel grew, Kjellberg's content became more varied. In addition to Let's Play videos, he shared vlogs, comedy clips, and formatted shows. Media writers noted this change in the mid-2010s, stating his content began to include meme culture and became more experimental. In December 2016, Kotaku's Patricia Hernandez wrote that "the PewDiePie channel has had some tension as Kjellberg moves away from the things that made him famous, like horror game Let's Plays." She added that "the PewDiePie of 2016 is still immature, but recent videos show more thoughts about the challenges of making content for a platform he cannot fully control." In 2017, Justin Charity of The Ringer said, "PewDiePie is not a traditional comedian," but described his hosting style as "very silly and irreverent, mixing elements of stand-up comedy, shock humor, and internet culture."
By the end of the 2010s, Kjellberg started creating more reaction-style videos, such as those responding to TikTok compilations in late 2018 and early 2019. He also shared music videos on his channel, often paired with animation, fan art, or live footage. Many of these videos are collaborations with artists like The Gregory Brothers, Boyinaband, Roomie, and Party In Backyard.
At the start of his YouTube career, Kjellberg did not hire editors or outside help, saying he wanted "YouTube to be YouTube." His early videos included only raw footage, but later he began editing his own videos. Swedish magazine Icon mentioned his use of Adobe Premiere Pro software. Later, he hired an editor and a production assistant. Even though he now has an editor, he said in a 2017 video, "I'm just a guy. It's literally just me. There's no producer, no writer, no camera person." In July 2017, he mentioned having an office and a few employees helping with his content.
Kjellberg has been described as very active on YouTube, creating videos frequently. In March 2012, a Swedish newspaper reported he uploaded at least one video every day for seven months. In March 2014, he reduced his upload frequency, saying he would create content less often. By early 2017, he had uploaded nearly 3,500 videos, with about 400 made private. He has spoken about feeling burned out from creating so much content and its impact on his mental health. In March 2017, he said, "I make videos every day, and it has its challenges, but I really enjoy the daily challenge of just saying, 'I'm going to make a video today, no matter what.'"
An important point about Kjellberg's rise to fame is that he never had a single video go viral. Instead, he grew slowly, gaining subscribers one by one. Media writers have noted that his success was built "methodically," not through a single popular video. However, his channel's growth has been described as very fast. Douglas Holt of the Harvard Business Review said, "Crowdculture helped PewDiePie become famous and influential quickly." People close to him have called him "steadfastly loyal" to his audience.
By December 2011, Kjellberg's channel had about 60,000 subscribers. On May 9, 2012, it reached 500,000 subscribers. Expressen reported that his channel had 71 million total views by March 2012, with 25 million views in February alone. The channel reached 1 million subscribers in July 2012 and 2 million in September.
In 2012 and 2013, Kjellberg's channel was among the fastest-growing on YouTube. On February 18, 2013, it reached 5 million subscribers. In April, he was featured in The New York Times after surpassing 6 million subscribers. In July, he became the second-most-subscribed YouTuber, reaching 10 million subscribers on July 9. He surpassed Smosh to become the most-subscribed channel on August 15. His channel reached 15 million subscribers on October 31. Shortly after, he was overtaken by YouTube's Spotlight channel. After competing for the top spot, his channel regained the most-subscribed title on December 23. By the end of 2013, his channel grew from 3.5 million to nearly 19 million subscribers. At that time, it gained a new subscriber every 1.037 seconds. Billboard reported that his channel gained more subscribers than any other in 2013. His channel also had the most views in 2013. In June, Tubefilter listed K
Public image and influence
Since gaining popularity on YouTube with his Let's Play-style videos, Kjellberg has become one of the most well-known, influential, and sometimes controversial online personalities. He has been recognized by many publications as a major influence in creating digital content and shaping Internet culture, especially within video gaming communities. Eurogamer mentioned that Kjellberg was described by media as a "figurehead" of YouTubers and often associated with gaming YouTubers in general. In 2016, Douglas Holt from Harvard Business Review called Kjellberg "YouTube's greatest success" and compared him to famous artists like Jean-Michel Basquiat and Patti Smith for his impact on gaming culture. Lev Grossman from Time wrote that Kjellberg helped shape an entire medium by himself and created a new kind of fame that was not controlled by studios or networks.
Kjellberg has said he does not like being called "famous." In a 2014 interview with The Wall Street Journal, he described the influence he had as "kind of scary." In a Rolling Stone article, he admitted he was surprised by his fame, recalling an event near his hometown where he saw five security guards trying to control a large crowd. He said it was shocking to be in that situation. In a 2019 interview with The New York Times, Kjellberg said it was strange for him to be in his current position because he did not want to be there. He also talked about missing the early days of his YouTube career when he had fewer followers and admitted he sometimes thought about leaving the platform. Colleagues and media have described him as usually quiet, reserved, and not very interested in the press. After moving to Japan, Kjellberg said he enjoyed not being recognized in public.
In September 2014, Walker called Kjellberg's popularity "insane," asking if people would recognize him if they saw him in line at a bank. Walker and other reporters tried to explain why Kjellberg was so popular. However, Walker praised Kjellberg's intelligence, saying he is clearly smart based on how he speaks to his audience. Other writers also noted his ability to communicate clearly, with Grossman calling him "articulate" and The Verge's Ben Popper saying he is "self-conscious." In 2015, Ross Miller of The Verge wrote that Kjellberg's success came not just from playing games but from directly connecting with his audience without the help of agents or press releases. Kevin Roose of The New York Times wrote in 2019 that Kjellberg, before a controversy about antisemitism, was not only the most-subscribed YouTuber but also represented the values of YouTube—simple, authentic, and unique.
After the Wall Street Journal controversy, John Herman of The New York Times wrote that Kjellberg criticized YouTube's structure and rules, and over time, he became a symbol of a political identity that was unexpected and not serious. YouTube's chief business officer, Robert Kyncl, said Kjellberg did not fully understand the responsibility of being the platform's most popular figure, even though he is not a hateful person.
In 2018, Paul MacInnes of The Guardian wrote that Kjellberg's large audience and influence are rarely discussed in mainstream media, except when he is in the news for something unusual or controversial. He also said that while Kjellberg is not part of the alt-right movement, he shares some of their culture and spreads it widely. Max Read of Intelligencer said Kjellberg became a symbol of the conflict between YouTubers and YouTube's corporate leaders, and that his actions sparked bigger debates about free speech and diversity.
Abby Ohlheiser of The Washington Post said Kjellberg became a symbol of the online culture war about political correctness after a 2017 article. She noted that after the 2019 Christchurch shooting, Kjellberg seemed to understand the issues better and shifted away from making angry videos, instead returning to his roots by playing Minecraft. Erin Nyren of Variety said Kjellberg's popularity continued even as he faced controversies.
Kjellberg's influence has been highlighted in many lists. In 2014, The Verge called him the "King of YouTube" and said his real talent was showing the human side of games. In 2015, Time included him on a list of the 30 most influential people online, saying his channel was among the most-watched in pop culture. That same year, he was on the cover of Variety's "Famechangers" issue and ranked as the "#1 Famechanger." In 2015, Time also included him on their Time 100 list, with Trey Parker of South Park calling him a pioneer of a new art form. In 2017, Forbes did not rank him as the top gaming influencer due to controversy over antisemitic content, but still listed him in their "Top Influencers" section. In 2019, The Sunday Times ranked him first on their list of the UK's 100 most influential people online.
In 2015, ESPN noted that Kjellberg often performed a "Brofist" gesture at the end of his videos and called his fans the "Bro Army," using the term "bros" to address them. Media outlets also used the term "Bro Army" to describe his fan base.
Other ventures
Felix Kjellberg, known as PewDiePie, is best known for his YouTube videos. However, he has also streamed on other platforms. In September 2014, he began streaming BroKen on MLG.tv. He co-hosted the series with Kenneth Morrison, who is also known as CinnamonToastKen and works as a video game commentator.
In April 2017, while continuing to post content on YouTube, Kjellberg started a new channel called Netglow on Twitch. Netglow is a livestreaming service where people share content in real time. On Netglow, he hosted a weekly show called Best Club. The first episode of Best Club aired on April 9, 2017, and featured Brad Smith alongside Kjellberg. Kjellberg explained that creating Netglow had been planned before certain allegations about antisemitic themes in his videos. Business Insider reported that Kjellberg’s first stream on Netglow had about 60,000 viewers, and the channel had 93,000 subscribers at that time.
On April 9, 2019, shortly before ending his competition with T-Series, Kjellberg announced he would stream only on DLive, a streaming service, as part of a deal with the company. In 2020, he signed an agreement to stream exclusively on YouTube. At that time, he had over 800,000 followers on DLive. However, because he had not streamed on YouTube for four months, Tubefilter said it was unclear if he was still connected to DLive. Eventually, his DLive account was closed.
In January 2021, Kjellberg signed a deal with Jellysmack, a company that helps creators share their content. Under the agreement, Jellysmack would help distribute Kjellberg’s videos to a Facebook Watch audience. However, he would continue to post new content on YouTube first.
In March 2023, Kjellberg’s “PewDiePie” Twitch account began streaming episodes of the Canadian sitcom Trailer Park Boys. This was part of a test by CoPilot Media, a company that helps creators manage their content. CoPilot Media planned to launch “PewDiePie Infinity,” a service that would play PewDiePie’s videos in an endless loop. On May 9, 2023, Kjellberg’s Twitch account was banned even though he only streamed previously aired content. His account was banned again in July 2023 and October 2024, but the reasons were not clearly explained.
On September 24, 2015, Kjellberg released a video game called PewDiePie: Legend of the Brofist for iOS and Android devices. The game was developed by Outerminds, a Canadian company, with Kjellberg’s help. In September 2016, Outerminds released another game, PewDiePie’s Tuber Simulator, which was free to download. It quickly became the top app on the App Store. In 2017, Kjellberg worked with Armin Ibrisagic, the creator of Goat Simulator, on a game called Animal Super Squad. Kjellberg helped shape the game’s idea and provided creative advice. In 2019, he released two more games: PewDiePie’s Pixelings in November and Poopdie in December. Poopdie was not allowed on the App Store because of its graphic content, but it is available on Android devices.
In October 2015, Penguin Group’s Razorbill imprint published This Book Loves You, a parody of self-help books written by Kjellberg. The book includes humorous sayings and illustrations. It was the top-selling book in the Young Adult Paperback category on The New York Times Best Seller list for two weeks. Kjellberg and his wife, Marzia, also launched a clothing brand called Tsuki, which they introduced in a YouTube video.
Kjellberg has appeared in videos by other YouTubers. In April 2013, he played Mikhail Baryshnikov in an episode of Epic Rap Battles of History. In July 2013, he judged on the second season of Internet Icon, a show featuring Smosh, Jenna Marbles, and others. He also appeared in YouTube’s annual Rewind series from 2013 to 2016 and again in 2019.
In June 2014, Sveriges Radio, a Swedish radio station, invited Kjellberg to host an episode of Sommar i P1. Because of his global fame, the episode was recorded in both Swedish and English. The Swedish version aired on August 9, 2014, and the English version was shared online. The English version’s link was shared over 49,000 times, while the Swedish version’s link was shared more than 3,500 times.
In December 2014, Kjellberg appeared in two episodes of South Park, which served as the season finale. In the episodes, he and other Let’s Play commentators were parodied as they gave exaggerated commentary over Call of Duty gameplay.
In July 2015, Kjellberg joined the cast of Oscar’s Hotel for Fantastical Creatures, a fantasy series on Vimeo. In October 2015, he appeared on The Late Show with Stephen Colbert, where Colbert called him “Emperor of the Internet.” In February 2016, he guested on Conan, playing Far Cry Primal as part of the show’s Clueless Gamer segment. In 2019, he appeared on the Cold Ones YouTube podcast.
Philanthropy
Kjellberg's popularity has helped him get support for fundraising events. In February 2012, he entered a contest called "King of the Web." He did not win the overall title, but he won the "Gaming King of the Web" category for the voting period from February 1–15, 2012. In the next voting period, he won again and gave his prize money to the World Wildlife Fund. He has also raised money for St. Jude Children's Research Hospital and started a "Water Campaign" charity. His fans could donate to Charity: Water to celebrate when he reached ten million subscribers. For every 500 views the campaign video received, he donated $1 to the charity, up to a maximum of $10,000. His goal was to raise $250,000, but the campaign raised $446,612. In February 2016, he organized another charity drive for Charity: Water, which raised $152,239, more than the $100,000 goal.
In June 2014, Kjellberg celebrated reaching 25 million subscribers by starting a charity drive for Save the Children. The campaign raised over $630,000, exceeding the $250,000 goal. In an interview with a Swedish magazine, he said he wants to keep doing charity drives and credited John and Hank Green for inspiring him to make special videos for charity. These videos are sold to game companies and advertisers for up to $50,000.
In December 2016, Kjellberg hosted a livestream called Cringemas with other creators. They raised money for RED, a charity that helps fight HIV/AIDS in Africa. After the first day, the fundraiser had raised over $200,000, and by the end, the total reached over $1.3 million with help from the Bill & Melinda Gates Foundation.
On December 3, 2018, Kjellberg started a GoFundMe campaign for Child Rights and You (CRY) to help Indian children, partly because of racist comments on his videos. He also hosted a livestream on December 4, giving all the money raised to CRY. The campaign raised over $200,000.
On July 21, 2019, Kjellberg started a GoFundMe campaign with actor Jack Black to support the National Alliance on Mental Illness (NAMI), following the suicide of internet personality Etika. They streamed a game called Minecraft together to raise money. Kjellberg donated $10,000 and helped raise over $30,000 for NAMI. He has talked about mental health in the past, including his own experiences, and shared resources during the UK's Mental Health Awareness Week in 2017.
On October 31, 2019, Kjellberg donated $69,420 to Team Trees, a campaign to plant trees to stop deforestation. The number $69,420 is a joke from internet culture, combining the numbers 69 and 420.
In early June 2020, Kjellberg raised over $116,000 for the Sentencing Project, victims of police violence, and small businesses affected by protests after the murder of George Floyd.
Kjellberg promised to give money from his YouTube memberships to charities every month. By 2021, he had raised over $1 million for charities like Red Nose Day, Movember, Papyrus, Blue Ocean Foundation, Save the Children Lebanon, and Winston's Wish.
Personal life
Kjellberg married his longtime Italian girlfriend, Marzia Bisognin, on August 19, 2019. The couple has one son, born on July 11, 2023.
Kjellberg and Bisognin met through a friend of Bisognin’s in 2011. After starting an online relationship, Kjellberg traveled to Italy to meet her. The pair moved back and forth between Sweden and Italy before deciding to live in Brighton, England. Kjellberg said they moved to the UK in July 2013 because they preferred to live near the sea and wanted better Internet access. He also mentioned that living in Brighton gave him more privacy.
A trip to Japan in 2018 inspired Kjellberg to move there. In 2019, Kjellberg and his wife bought a home in Japan. However, the home was broken into later that year, and their move was delayed because Japan put limits on moving rules due to the COVID-19 pandemic. In May 2022, Kjellberg and his wife moved to Japan with a visa that allows them to live and work there for five years.
Kjellberg said in October 2019 that he is more neutral than anything politically and described his views as being between left-wing and right-wing. In June 2014, he stated that he is an agnostic atheist.
Kjellberg often mentions in videos that he follows a pescetarian diet, which means he eats fish but not other meats. To manage stress from his work, he started drinking whiskey every day. During a podcast interview in July 2019, Kjellberg shared that a book about Buddhism inspired him to stop drinking whiskey.
Further reading and viewing
- Parment, Anders (2014). Marketing to the 90s Generation: Global Data on Society, Consumption, and Identity. Palgrave Macmillan. ISBN 9781137444295. Retrieved 23 March 2015.
- "Talking about some stuff I've never talked about." PewDiePie. 25 March 2017. Archived from the original on 29 October 2021. Retrieved 14 April 2020 – via YouTube.
Date
Felix Arvid Ulf Kjellberg, born on October 24, 1989, is better known as PewDiePie. He is a Swedish YouTuber who is most famous for creating videos about playing video games. His popularity on YouTube and the attention he received from the media have made him one of the most well-known online personalities and content creators. The media has often described him as an important figure in the gaming community on YouTube.
Kjellberg was born and raised in Gothenburg, Sweden. In 2010, he created a YouTube channel named "PewDiePie" and began posting videos where he played horror and action video games. His channel quickly gained many followers and became one of the fastest-growing channels on YouTube in 2012 and 2013. On August 15, 2013, his channel became the most-subscribed on YouTube. From December 29, 2014, to February 14, 2017, his channel was also the most-viewed on the platform. After becoming the most-popular creator on YouTube, he expanded the types of content he made, including vlogs, comedy videos, structured shows, and music videos. YouTube also invited him to star in a reality web series as part of its new subscription service.
Kjellberg’s videos were known for causing mixed reactions among viewers. In the late 2010s, his content became more controversial and attracted more attention from the media. A 2017 article by The Wall Street Journal claimed his videos included antisemitic themes and images, which led other media outlets to criticize him and some companies to stop working with him. Kjellberg admitted some of the content was inappropriate but said it was meant as humor and criticized the Journal’s reporting.
In late 2018 and early 2019, Kjellberg competed publicly with an Indian record label called T-Series for the most-subscribed YouTube channel. Eventually, T-Series overtook his channel. After this, Kjellberg returned to making regular gaming videos, focusing on the game Minecraft, which brought his channel record viewership. In the 2020s, he became less active online, posting content less often and taking breaks from the internet. In his personal life, he moved to Japan with his wife, Marzia, an Italian internet personality. He has since reduced his YouTube activity, choosing to create content for his own enjoyment rather than as a career. His videos now focus more on his family life and personal interests. His channel has over 110 million subscribers and 29.4 billion views, making it one of the most-subscribed and viewed channels on YouTube.
Kjellberg is often seen as an early leader and representative of YouTube’s platform and culture. He has had a major influence on internet culture, especially in the gaming community. His popularity has helped increase sales for the video games he plays, including those made by independent developers. This has also helped raise money for charity. Some media outlets have said he promoted harmful ideas or were close to them, while others believe these claims are unfair. He was named one of the world’s 100 most influential people by Time magazine in 2016.
Early life and education
Felix Arvid Ulf Kjellberg was born on October 24, 1989, in Gothenburg, Sweden, where he grew up. He was the son of Lotta Kristine Johanna (born 1958) and Ulf Christian Kjellberg (born 1957). He has an older sister named Fanny. His mother worked as a chief information officer (CIO) and was named the 2010 CIO of the Year in Sweden. His father is a business manager.
As a child, Kjellberg enjoyed drawing and playing video games. He often drew characters from popular video games, such as Mario and Sonic the Hedgehog, and played games on his Super Nintendo Entertainment System, including Star Fox and Donkey Kong Country 2: Diddy's Kong Quest. In high school, he spent much time playing video games in his bedroom and sometimes skipped classes to play with friends at an Internet café. In his final year of high school, he used money earned from selling artwork at his grandmother’s gallery to buy a computer.
After high school, Kjellberg began studying industrial engineering and management at Chalmers University of Technology in Gothenburg. He left the university in 2011. Some people believed he left to focus on his YouTube career, but Kjellberg explained in 2017 that he left because he was not interested in his studies. He also said that leaving school to work on YouTube would be "very unwise."
Kjellberg was interested in using Adobe Photoshop to create photo manipulation art. After leaving university, he entered Photoshop contests and nearly earned an apprenticeship at a well-known advertising agency in Scandinavia. When he did not get the apprenticeship, he sold limited prints of his photoshopped artwork to buy a computer. He then began creating content for YouTube.
YouTube career
Felix Kjellberg first created a YouTube account named "Pewdie" in December 2006. He explained that "pew" sounds like lasers, and "die" means to die. Later, he forgot the password for this account and created a new channel called "PewDiePie" on April 29, 2010. After leaving Chalmers University, his parents stopped giving him money, so he earned income by working as a harbor captain, selling art prints, and selling hot dogs. Kjellberg said making videos was more important to him than having a traditional job. In 2015, he said, "I knew people were famous for other types of videos, but no one was famous for gaming. I didn’t think you could make money from it. It was just something I loved."
In his early years on YouTube, Kjellberg made videos about playing video games, especially horror and action games. His first videos included commentary on games like Minecraft and Call of Duty, but he became well-known for playing horror games such as Amnesia: The Dark Descent and The Last of Us. He said, "I was very shy back then. It felt strange to sit alone and talk into a microphone. No one else did that." His oldest video, titled "Minecraft Multiplayer Fun," was uploaded on October 2, 2010, and it included mostly Swedish commentary.
Starting on September 2, 2011, Kjellberg began posting weekly vlogs called Fridays with PewDiePie. These videos were different from his usual Let's Play content and often included requests from his viewers.
By December 2011, his channel had about 60,000 subscribers. His subscriber count grew quickly in 2012. When his channel reached 700,000 subscribers, he spoke at the Nonick Conference 2012. In July 2012, his channel reached 1 million subscribers. In October, OpenSlate ranked his channel as the top YouTube channel. In December 2012, he signed with Maker Studios, a group that helps YouTube channels grow. Before this, he was with Machinima, a competing group. Kjellberg said he felt ignored by Machinima and hired a lawyer to leave his contract.
Early in his career, Kjellberg used jokes about rape in his videos. Another YouTuber named Michael "Slowbeef" Sawyer made a video mocking Kjellberg’s content. Kjellberg faced criticism for these jokes and apologized in a Tumblr post in October 2012. He wrote, "I no longer make rape jokes. I don’t want to hurt anyone, and I’m sorry if I did." The Globe and Mail reported that Kjellberg listened to feedback and stopped making those jokes.
By 2013, Kjellberg became very popular on YouTube. On February 18, his channel reached 5 million subscribers. In April, The New York Times covered his channel after it passed 6 million subscribers. In May 2013, he won awards for "Swedish Social Star" and "Most Popular Social Show" at the Starcount Social Stars Awards in Singapore. In June, he released a video called "A Funny Montage," which was part of a series of compilation videos. Many of his most-watched videos were compilations, and one from June 2013 remained his most-viewed video until 2018.
In July 2013, Kjellberg became the second most-subscribed user on YouTube. He later passed 10 million subscribers. In August, he signed with Polaris, a gaming section of Maker Studios. On August 15, Kjellberg became the most-subscribed user on YouTube, surpassing Smosh. He received a certificate from Guinness World Records for this achievement. In November, YouTube’s Spotlight channel became the most-subscribed. Later that month, Kjellberg said he disliked YouTube’s new comment system and turned off comments on all his videos. After some back-and-forth in December, his channel became the most-subscribed again on December 23. Between 2012 and 2013, Kjellberg’s channel grew faster than any other YouTube channel. Billboard reported that his channel gained more subscribers than any other in 2013.
Around 2014, YouTube began creating a system to classify its top creators. Some creators used YouTube to move into TV or film, while others built large audiences directly on the platform. Kjellberg was one of the top creators who built a large audience on YouTube.
In 2014, Kjellberg’s videos, which were known for playing horror games, started featuring games from different genres. That September, he announced he would disable comments on his videos permanently, saying most comments were spam or self-promotion. Though he turned off comments, he continued interacting with fans on Twitter and Reddit. On October 13, he allowed comments again but only after approval. He said this change would direct viewers to comment on his Broarmy.net website instead. Kjellberg later said disabling comments made him happier.
In October 2014, Kjellberg hinted that he might not renew his contract with Maker Studios when it ended in December. He expressed frustration with Disney, Maker’s parent company, and considered starting his own network. However, after news outlets reported his dissatisfaction, he said, "I feel like I was misquoted in The WSJ, and I’m happy with the work Maker has done for me." He continued working with Maker. Maker launched an official PewDiePie website and app, and Kjellberg promoted Maker’s projects. He also shared a portion of his YouTube ad revenue with Maker.
According to Social Blade, Kjellberg’s channel became the most-viewed on the site on December 29, 2014, with over 7 billion views.
In 2015, The New York Times noted that Kjellberg’s content changed. He began taking more risks, doing viral challenges, making fun of other YouTubers, and reviewing memes from fans. Kjellberg said these changes were due to his immaturity and boredom with playing video games.
YouTube content
Early in his career, Kjellberg's videos mainly focused on Let's Play content. His videos about playing horror games were the most well-known during this time, although he later expanded into other types of games. Unlike typical walkthroughs, Kjellberg's Let's Play videos aimed to connect more personally with his audience. Variety described his style as "acting like he is spending time with a friend." He began each video by introducing himself in a high-pitched, playful voice, then moved into the gameplay.
Kjellberg is known for his unique sense of humor. His videos have been described by various sources as playful, energetic, and sometimes loud, yet honest and unfiltered. Lev Grossman of Time wrote that "he is not polished, but his timing is always good," adding that "many discussions about PewDiePie focus on the use of strong language and physical humor, which are common, and the fact that he is simply a person playing games and reacting." Rob Walker of Yahoo! noted that Kjellberg's way of sharing his opinions includes jokes, loud sounds, silly voices, comments that might be considered offensive, and frequent use of strong language. At times, Kjellberg was quiet or emotional during his Let's Plays, with only gameplay shown. His playthrough of The Last of Us was noted for leaving him speechless at the end.
As his channel grew, Kjellberg's content became more varied. In addition to Let's Play videos, he shared vlogs, comedy clips, and formatted shows. Media writers noted this change in the mid-2010s, stating his content began to include meme culture and became more experimental. In December 2016, Kotaku's Patricia Hernandez wrote that "the PewDiePie channel has had some tension as Kjellberg moves away from the things that made him famous, like horror game Let's Plays." She added that "the PewDiePie of 2016 is still immature, but recent videos show more thoughts about the challenges of making content for a platform he cannot fully control." In 2017, Justin Charity of The Ringer said, "PewDiePie is not a traditional comedian," but described his hosting style as "very silly and irreverent, mixing elements of stand-up comedy, shock humor, and internet culture."
By the end of the 2010s, Kjellberg started creating more reaction-style videos, such as those responding to TikTok compilations in late 2018 and early 2019. He also shared music videos on his channel, often paired with animation, fan art, or live footage. Many of these videos are collaborations with artists like The Gregory Brothers, Boyinaband, Roomie, and Party In Backyard.
At the start of his YouTube career, Kjellberg did not hire editors or outside help, saying he wanted "YouTube to be YouTube." His early videos included only raw footage, but later he began editing his own videos. Swedish magazine Icon mentioned his use of Adobe Premiere Pro software. Later, he hired an editor and a production assistant. Even though he now has an editor, he said in a 2017 video, "I'm just a guy. It's literally just me. There's no producer, no writer, no camera person." In July 2017, he mentioned having an office and a few employees helping with his content.
Kjellberg has been described as very active on YouTube, creating videos frequently. In March 2012, a Swedish newspaper reported he uploaded at least one video every day for seven months. In March 2014, he reduced his upload frequency, saying he would create content less often. By early 2017, he had uploaded nearly 3,500 videos, with about 400 made private. He has spoken about feeling burned out from creating so much content and its impact on his mental health. In March 2017, he said, "I make videos every day, and it has its challenges, but I really enjoy the daily challenge of just saying, 'I'm going to make a video today, no matter what.'"
An important point about Kjellberg's rise to fame is that he never had a single video go viral. Instead, he grew slowly, gaining subscribers one by one. Media writers have noted that his success was built "methodically," not through a single popular video. However, his channel's growth has been described as very fast. Douglas Holt of the Harvard Business Review said, "Crowdculture helped PewDiePie become famous and influential quickly." People close to him have called him "steadfastly loyal" to his audience.
By December 2011, Kjellberg's channel had about 60,000 subscribers. On May 9, 2012, it reached 500,000 subscribers. Expressen reported that his channel had 71 million total views by March 2012, with 25 million views in February alone. The channel reached 1 million subscribers in July 2012 and 2 million in September.
In 2012 and 2013, Kjellberg's channel was among the fastest-growing on YouTube. On February 18, 2013, it reached 5 million subscribers. In April, he was featured in The New York Times after surpassing 6 million subscribers. In July, he became the second-most-subscribed YouTuber, reaching 10 million subscribers on July 9. He surpassed Smosh to become the most-subscribed channel on August 15. His channel reached 15 million subscribers on October 31. Shortly after, he was overtaken by YouTube's Spotlight channel. After competing for the top spot, his channel regained the most-subscribed title on December 23. By the end of 2013, his channel grew from 3.5 million to nearly 19 million subscribers. At that time, it gained a new subscriber every 1.037 seconds. Billboard reported that his channel gained more subscribers than any other in 2013. His channel also had the most views in 2013. In June, Tubefilter listed K
Public image and influence
Since gaining popularity on YouTube with his Let's Play-style videos, Kjellberg has become one of the most well-known, influential, and sometimes controversial online personalities. He has been recognized by many publications as a major influence in creating digital content and shaping Internet culture, especially within video gaming communities. Eurogamer mentioned that Kjellberg was described by media as a "figurehead" of YouTubers and often associated with gaming YouTubers in general. In 2016, Douglas Holt from Harvard Business Review called Kjellberg "YouTube's greatest success" and compared him to famous artists like Jean-Michel Basquiat and Patti Smith for his impact on gaming culture. Lev Grossman from Time wrote that Kjellberg helped shape an entire medium by himself and created a new kind of fame that was not controlled by studios or networks.
Kjellberg has said he does not like being called "famous." In a 2014 interview with The Wall Street Journal, he described the influence he had as "kind of scary." In a Rolling Stone article, he admitted he was surprised by his fame, recalling an event near his hometown where he saw five security guards trying to control a large crowd. He said it was shocking to be in that situation. In a 2019 interview with The New York Times, Kjellberg said it was strange for him to be in his current position because he did not want to be there. He also talked about missing the early days of his YouTube career when he had fewer followers and admitted he sometimes thought about leaving the platform. Colleagues and media have described him as usually quiet, reserved, and not very interested in the press. After moving to Japan, Kjellberg said he enjoyed not being recognized in public.
In September 2014, Walker called Kjellberg's popularity "insane," asking if people would recognize him if they saw him in line at a bank. Walker and other reporters tried to explain why Kjellberg was so popular. However, Walker praised Kjellberg's intelligence, saying he is clearly smart based on how he speaks to his audience. Other writers also noted his ability to communicate clearly, with Grossman calling him "articulate" and The Verge's Ben Popper saying he is "self-conscious." In 2015, Ross Miller of The Verge wrote that Kjellberg's success came not just from playing games but from directly connecting with his audience without the help of agents or press releases. Kevin Roose of The New York Times wrote in 2019 that Kjellberg, before a controversy about antisemitism, was not only the most-subscribed YouTuber but also represented the values of YouTube—simple, authentic, and unique.
After the Wall Street Journal controversy, John Herman of The New York Times wrote that Kjellberg criticized YouTube's structure and rules, and over time, he became a symbol of a political identity that was unexpected and not serious. YouTube's chief business officer, Robert Kyncl, said Kjellberg did not fully understand the responsibility of being the platform's most popular figure, even though he is not a hateful person.
In 2018, Paul MacInnes of The Guardian wrote that Kjellberg's large audience and influence are rarely discussed in mainstream media, except when he is in the news for something unusual or controversial. He also said that while Kjellberg is not part of the alt-right movement, he shares some of their culture and spreads it widely. Max Read of Intelligencer said Kjellberg became a symbol of the conflict between YouTubers and YouTube's corporate leaders, and that his actions sparked bigger debates about free speech and diversity.
Abby Ohlheiser of The Washington Post said Kjellberg became a symbol of the online culture war about political correctness after a 2017 article. She noted that after the 2019 Christchurch shooting, Kjellberg seemed to understand the issues better and shifted away from making angry videos, instead returning to his roots by playing Minecraft. Erin Nyren of Variety said Kjellberg's popularity continued even as he faced controversies.
Kjellberg's influence has been highlighted in many lists. In 2014, The Verge called him the "King of YouTube" and said his real talent was showing the human side of games. In 2015, Time included him on a list of the 30 most influential people online, saying his channel was among the most-watched in pop culture. That same year, he was on the cover of Variety's "Famechangers" issue and ranked as the "#1 Famechanger." In 2015, Time also included him on their Time 100 list, with Trey Parker of South Park calling him a pioneer of a new art form. In 2017, Forbes did not rank him as the top gaming influencer due to controversy over antisemitic content, but still listed him in their "Top Influencers" section. In 2019, The Sunday Times ranked him first on their list of the UK's 100 most influential people online.
In 2015, ESPN noted that Kjellberg often performed a "Brofist" gesture at the end of his videos and called his fans the "Bro Army," using the term "bros" to address them. Media outlets also used the term "Bro Army" to describe his fan base.
Other ventures
Felix Kjellberg, known as PewDiePie, is best known for his YouTube videos. However, he has also streamed on other platforms. In September 2014, he began streaming BroKen on MLG.tv. He co-hosted the series with Kenneth Morrison, who is also known as CinnamonToastKen and works as a video game commentator.
In April 2017, while continuing to post content on YouTube, Kjellberg started a new channel called Netglow on Twitch. Netglow is a livestreaming service where people share content in real time. On Netglow, he hosted a weekly show called Best Club. The first episode of Best Club aired on April 9, 2017, and featured Brad Smith alongside Kjellberg. Kjellberg explained that creating Netglow had been planned before certain allegations about antisemitic themes in his videos. Business Insider reported that Kjellberg’s first stream on Netglow had about 60,000 viewers, and the channel had 93,000 subscribers at that time.
On April 9, 2019, shortly before ending his competition with T-Series, Kjellberg announced he would stream only on DLive, a streaming service, as part of a deal with the company. In 2020, he signed an agreement to stream exclusively on YouTube. At that time, he had over 800,000 followers on DLive. However, because he had not streamed on YouTube for four months, Tubefilter said it was unclear if he was still connected to DLive. Eventually, his DLive account was closed.
In January 2021, Kjellberg signed a deal with Jellysmack, a company that helps creators share their content. Under the agreement, Jellysmack would help distribute Kjellberg’s videos to a Facebook Watch audience. However, he would continue to post new content on YouTube first.
In March 2023, Kjellberg’s “PewDiePie” Twitch account began streaming episodes of the Canadian sitcom Trailer Park Boys. This was part of a test by CoPilot Media, a company that helps creators manage their content. CoPilot Media planned to launch “PewDiePie Infinity,” a service that would play PewDiePie’s videos in an endless loop. On May 9, 2023, Kjellberg’s Twitch account was banned even though he only streamed previously aired content. His account was banned again in July 2023 and October 2024, but the reasons were not clearly explained.
On September 24, 2015, Kjellberg released a video game called PewDiePie: Legend of the Brofist for iOS and Android devices. The game was developed by Outerminds, a Canadian company, with Kjellberg’s help. In September 2016, Outerminds released another game, PewDiePie’s Tuber Simulator, which was free to download. It quickly became the top app on the App Store. In 2017, Kjellberg worked with Armin Ibrisagic, the creator of Goat Simulator, on a game called Animal Super Squad. Kjellberg helped shape the game’s idea and provided creative advice. In 2019, he released two more games: PewDiePie’s Pixelings in November and Poopdie in December. Poopdie was not allowed on the App Store because of its graphic content, but it is available on Android devices.
In October 2015, Penguin Group’s Razorbill imprint published This Book Loves You, a parody of self-help books written by Kjellberg. The book includes humorous sayings and illustrations. It was the top-selling book in the Young Adult Paperback category on The New York Times Best Seller list for two weeks. Kjellberg and his wife, Marzia, also launched a clothing brand called Tsuki, which they introduced in a YouTube video.
Kjellberg has appeared in videos by other YouTubers. In April 2013, he played Mikhail Baryshnikov in an episode of Epic Rap Battles of History. In July 2013, he judged on the second season of Internet Icon, a show featuring Smosh, Jenna Marbles, and others. He also appeared in YouTube’s annual Rewind series from 2013 to 2016 and again in 2019.
In June 2014, Sveriges Radio, a Swedish radio station, invited Kjellberg to host an episode of Sommar i P1. Because of his global fame, the episode was recorded in both Swedish and English. The Swedish version aired on August 9, 2014, and the English version was shared online. The English version’s link was shared over 49,000 times, while the Swedish version’s link was shared more than 3,500 times.
In December 2014, Kjellberg appeared in two episodes of South Park, which served as the season finale. In the episodes, he and other Let’s Play commentators were parodied as they gave exaggerated commentary over Call of Duty gameplay.
In July 2015, Kjellberg joined the cast of Oscar’s Hotel for Fantastical Creatures, a fantasy series on Vimeo. In October 2015, he appeared on The Late Show with Stephen Colbert, where Colbert called him “Emperor of the Internet.” In February 2016, he guested on Conan, playing Far Cry Primal as part of the show’s Clueless Gamer segment. In 2019, he appeared on the Cold Ones YouTube podcast.
Philanthropy
Kjellberg's popularity has helped him get support for fundraising events. In February 2012, he entered a contest called "King of the Web." He did not win the overall title, but he won the "Gaming King of the Web" category for the voting period from February 1–15, 2012. In the next voting period, he won again and gave his prize money to the World Wildlife Fund. He has also raised money for St. Jude Children's Research Hospital and started a "Water Campaign" charity. His fans could donate to Charity: Water to celebrate when he reached ten million subscribers. For every 500 views the campaign video received, he donated $1 to the charity, up to a maximum of $10,000. His goal was to raise $250,000, but the campaign raised $446,612. In February 2016, he organized another charity drive for Charity: Water, which raised $152,239, more than the $100,000 goal.
In June 2014, Kjellberg celebrated reaching 25 million subscribers by starting a charity drive for Save the Children. The campaign raised over $630,000, exceeding the $250,000 goal. In an interview with a Swedish magazine, he said he wants to keep doing charity drives and credited John and Hank Green for inspiring him to make special videos for charity. These videos are sold to game companies and advertisers for up to $50,000.
In December 2016, Kjellberg hosted a livestream called Cringemas with other creators. They raised money for RED, a charity that helps fight HIV/AIDS in Africa. After the first day, the fundraiser had raised over $200,000, and by the end, the total reached over $1.3 million with help from the Bill & Melinda Gates Foundation.
On December 3, 2018, Kjellberg started a GoFundMe campaign for Child Rights and You (CRY) to help Indian children, partly because of racist comments on his videos. He also hosted a livestream on December 4, giving all the money raised to CRY. The campaign raised over $200,000.
On July 21, 2019, Kjellberg started a GoFundMe campaign with actor Jack Black to support the National Alliance on Mental Illness (NAMI), following the suicide of internet personality Etika. They streamed a game called Minecraft together to raise money. Kjellberg donated $10,000 and helped raise over $30,000 for NAMI. He has talked about mental health in the past, including his own experiences, and shared resources during the UK's Mental Health Awareness Week in 2017.
On October 31, 2019, Kjellberg donated $69,420 to Team Trees, a campaign to plant trees to stop deforestation. The number $69,420 is a joke from internet culture, combining the numbers 69 and 420.
In early June 2020, Kjellberg raised over $116,000 for the Sentencing Project, victims of police violence, and small businesses affected by protests after the murder of George Floyd.
Kjellberg promised to give money from his YouTube memberships to charities every month. By 2021, he had raised over $1 million for charities like Red Nose Day, Movember, Papyrus, Blue Ocean Foundation, Save the Children Lebanon, and Winston's Wish.
Personal life
Kjellberg married his longtime Italian girlfriend, Marzia Bisognin, on August 19, 2019. The couple has one son, born on July 11, 2023.
Kjellberg and Bisognin met through a friend of Bisognin’s in 2011. After starting an online relationship, Kjellberg traveled to Italy to meet her. The pair moved back and forth between Sweden and Italy before deciding to live in Brighton, England. Kjellberg said they moved to the UK in July 2013 because they preferred to live near the sea and wanted better Internet access. He also mentioned that living in Brighton gave him more privacy.
A trip to Japan in 2018 inspired Kjellberg to move there. In 2019, Kjellberg and his wife bought a home in Japan. However, the home was broken into later that year, and their move was delayed because Japan put limits on moving rules due to the COVID-19 pandemic. In May 2022, Kjellberg and his wife moved to Japan with a visa that allows them to live and work there for five years.
Kjellberg said in October 2019 that he is more neutral than anything politically and described his views as being between left-wing and right-wing. In June 2014, he stated that he is an agnostic atheist.
Kjellberg often mentions in videos that he follows a pescetarian diet, which means he eats fish but not other meats. To manage stress from his work, he started drinking whiskey every day. During a podcast interview in July 2019, Kjellberg shared that a book about Buddhism inspired him to stop drinking whiskey.
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