Early in his career, Kjellberg's content mainly consisted of videos under the Let's Play umbrella. His commentaries of horror games made up his best known content during this early stage, although he eventually expanded out of this niche while having his channel maintain a mostly gaming identity. Unlike conventional walkthroughs, Kjellberg devoted his Let's Play videos to "sharing gaming moments on YouTube with my fam. " Variety details that "PewDiePie acts like he's spending time with a friend. He begins each video introducing himself in a high-pitched, goofy voice, drawing out the vowels of his YouTube moniker, then delves into the videos. " ESPN noted that Kjellberg typically performed a "Brofist" gesture at the end of his videos. Kjellberg often referred to his fan base as the "Bro Army" and addresses his audience as "bros". Later on during his YouTube career, Kjellberg stopped referring to his fan base as the "Bro Army", and began frequently using the terms "Squad Fam", and later "9 year olds", in his videos.