Inside PewDiePie's mind (and massive YouTube success)

"The thing that has made YouTube so successful is that you can relate to the people you’re watching to a much higher degree than to the people you see on TV."

- Felix "PewDiePie" Kjellberg on the secret to his success YouTube has made him a millionaire, and a star. In a lengthy profile with Swedish magazine Icon, Felix "PewDiePie" Kjellberg talks about how he got to the top of the YouTuber heap -- and stayed there. For Kjellberg, it's authenticity and a direct connection with his viewers that makes him a star. "We’re gaming 'together' and many people see me as a friend they can chill with for 15 minutes a day. The loneliness in front of the computer screens brings us together," Kjellberg says. With over 30 million viewers, he's the most popular YouTube personality in the world -- and is well aware that his success sets him far apart from up-and-comers who might sign deals to try and make it. But he's also aware that if he made similar decisions, he could become more successful: "I know I could rapidly double my income if I started licensing my name to products, sponsorships or appearing in various commercial contexts, but I don’t really feel like it. I’m not primarily in this for the money." And that's because he values his connection with his viewers, he says: "... I’m not out to max my income, I think my viewers would call me on that right away if I did. I’ve seen other YouTubers start selling and it’s a mistake." For more from Kjellberg, check out the entire Icon interview; if you need help grasping the power of the YouTuber, Gamasutra can explain that to you, too.