https://www.vice.com/en_us/article/7kpzzy/youtube-pewdiepie-streaming-deal-controversy

Felix Kjellberg, better known as Pewdiepie and owner of the most popular individually operated channel on YouTube, has signed an exclusive deal with Google's ubiquitous video platform to promote its live streaming service, a clear competitor to the Amazon-owned Twitch.

On the one hand, this is a no-brainer. Getting the most popular creator on YouTube's platform and one of the most famous personalities in video games globally to promote YouTube's live streaming service is an obvious choice. On the other hand, much like YouTube itself, Kjellberg has been mired in controversy for years, all of it self-inflicted and easily avoidable. And while YouTube and Kjellberg have often been publicly at odds, with Kjellberg taking shots at the company in his massively popular videos and YouTube previously distancing itself from its most popular creator for numerous controversies, both sides are now doubling down on each other and ignoring many of YouTube's most harmful aspects in the process..