What makes Arijit Singh popular among the current generation?

Arijit Singh is an undisputed no 1 singer from the last decade.Why is he so popular among fans?

https://www.youtube.com/watch?v=XejntCTDZZU

Armaan Malik is my favorite, but I like Arijit Singh also

Armaan Malik's voice quality + Arijit Singh's expressive singing would have made for a deadly combination

Sonu Nigam from last decade probably had that combination as well

Popular singer and no comments

He has a deep masculine voice. It is not typical sweet voice. His singing is expressive, one can feel emotions in his songs. He also sings mostly romantic or emotional songs and not slapstick stuff which is why he strikes a chord. He has been a rage since Aashiqui 2 and never looked back at all after that film.