What are the rules of popular content creators/creations?

Not asking for cynicism about clickbait. I feel a degree of emotional blindness about what makes some content creators popular. No one is universally popular. Demographics determine much. What drives a channel like Kurzgesagt or Veritasium over others?

I find it funny that I intuit how think tanks have a popularity formula they are following, but the second I find out about that relationship, I tune them out. The only exception I know of is Dr. Ben Miles. Prager trash was the first one I recall encountering ages ago with their spurious nonsense.

I have no interest in emotional empathy driven stuff. In terms of technically interesting content, I feel totally blind to the popularity rules. Do you know? Please explain them.