Kantastic, different people like him for different reasons.
Although there are some people who are very taken with him, most people presumably just find something of use in his writing.
So I find his writing useful, but I also found books by Helen Pluckrose, Richard Dawkins and Tom Holland useful. Yet if I say I enjoyed Peterson’s 12 Rules for Life, that is taken by some as meaning that I am deeply invested in Peterson as part of a culture war. It’s just another book.
I would say he covers general life advice, Jungian archetypes and psychology.
The general life advice is good because it combines the small and everyday with some bigger statements. The ones I particularly remember are - your life should have meaning, life is fundamentally about suffering, the more responsibility you take on the more meaning your life will have, and that you should not underestimate your own capacity for evil.
The Jungian archetypes as applied to fairy tales and the bible - some of this I don’t find particularly engaging. I think he moves the bible out of its cultural context, but I can see why it is appealing to people who are very unfamiliar with the stories. There are bits of his Jungian stuff I love. His comments on the pieta and how mothers give their children up to the suffering of the world gets to the heart and tragedy of motherhood, in my experience.
The psychology - talking about different personality types and the dangers of them - that is important for a public audience because we are fed a diet of CBT and mindfulness which give us no insight into who we are.
I am sure there are many academics who could tell us similar things, but for whatever reason we are not hearing from them.
For me life is about both meaning and the material world. Peterson engages with both. The rise of identity politics means that many academics are no longer addressing either of those things.