Youtubers are a weird class of celebrity that both are, and are not, famous. You say the name "Robert Downey Jr." and while some people may not be able to point him out in a crowd, they've heard of him and know he's a movie star. Same thing with Brad Pitt or George Clooney or Emma Watson.
Youtubers aren't quite like that.
They're more of real people instead of some famous, unattainable dream person.
Through the lens of their webcam, you can see more of the ~real person~ behind it. They're more in tune with their audience; many gaming youtubers ask for suggestions on games to play, while artists can ask what song the audience wants them to cover or deal with next.
There's much more of a back-and-forth with youtubers than "Proper Celebrities," so I think that may be why we see them being more of friends than distant stars.
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