Devolver Digital is the publisher of many interesting and often smaller games, and they've long had a page that offers guidance to those who make video content on how to deal with Devolver legally when monetizing those videos.
Hey Nintendo, maybe try this approach? You're trying to stay profitable, your console sales are much lower than expected, and video content has a huge reach. Making the people who can help you reach a younger, engaged audience jump through hoops while you reach into their pockets for a cut is a bad move.
This is yet another example where the biggest companies in gaming cut off their own PewDiePies to spite their face. When big companies like Nintendo struggle with these modern aspects of their business it seems like the fall-back position is always to act like they have more power than they do. Nintendo is posturing like it has no worries in the world, which is far from the reality of the situation.
The idea that the biggest video stars will simply move onto other games should terrify them. Nintendo is losing more in terms of publicity and goodwill than the profits to be made from taking a cut of ad revenue, and it's depressing they can't see that.
The scarier possibility is that other publishers will watch Nintendo's move and then emulate it, forcing video creators to cough up cash to the creators of the game every time they make a video using content from that game.
Devolver has the right idea with aggressively courting video content, and making it as simple as possible for YouTubers to cover, and promote, its games. The worse Nintendo makes itself look the easier it will be to woo the video market over to smaller games with fewer strings attached.
The scarier possibility is that other publishers will watch Nintendo's move and emulate it
No one tunes into the biggest YouTube stars to see Mario, they tune in to see the personality involved. The game is secondary, which means they're bringing the audience to Nintendo, not the other way around. This is why smart developers and publishers aggressively court video content.
If I were Nintendo I would make a list of every YouTube personality in gaming above a set number of subscribers, and make damned sure they have a Wii U and a stack of first person games. It would cost way less than a Super Bowl ad and likely offer a much better return on investment.
Indies are used to doing much more with much less, and they tend to win the PR battle while doing so. Nintendo, for the love of Yoshi, take a few notes. This is how to take advantage of our video future.