It's called transformative work and it's Fair Use, people don't watch PewDiePie's videos for the games, they watch them for PewDiePie, his reactions and his commentaries (getting that through to someone's head might be difficult, I know). The games merely receive free advertisment in the process and unless we're talking about 100% linear story-based single player games, broadcasting captured footage does not take away anything from the actual product - you can't "play" a YouTube video like you'd play a video game. Essentially this is the argument along the lines of "I should pay $2 for every photo of bread I see online because that's totally like eating the whole loaf" - it's not, it's just a photo of the actual product, a fraction of the whole. There's a good reason why a lot of video game companies work directly with YouTubers - it's just a cheap and extremely effective way to market their products.
Exactly.
We're crazy.









