A topic brought up in this August's NicoNico stream (the one where they announced those ULiL controllers) was the NicoNico Creator Incentive Program.
Some background is necessary. Launched in Dec 12, 2011, NicoNico Creator Incentive Program is one of NicoNico's methods for user monetization. For a work (video, stream, artwork, 3D model, or NicoNico Commons content) registered in the program, the system will calculate a score based on its popularity (no. of views/downloads, etc.), and hand out a monetary reward to its creator if it's popular enough.
Back when the program first came out, ZUN
had been asked about how it works with Touhou fan creations. He said fans are allowed to opt in the program for the reward, but NicoNico's license to utilize these works naturally does not override the copyright owners', i.e. NicoNico can't use its uploaded Touhou fan works for commercial purposes without his permission (which is common sense).
Now, a unique feature of the program is its "content tree" system inherited from NicoNico Commons, their community for sharing materials usable in creative works. For example, suppose you had uploaded a 3D model you made to NicoNico, and two other creators used your model in their videos, then they can tag their video as "children" nodes of your model in the content tree, and under the Incentive Program, you will also benefit from their popularity. This model is not only advantageous to individual creators, but also presents an attractive alternative from either banning all Let's Plays or seeing zero dimes from their popularity. That's why a few game companies have been experimenting with the program, most notably Nintendo. (
News on Nintendo's participation in 2014)
Since the system was developed for image, audio and video files, it has no direct support for games and software tools as a content type. NicoNico suggests a simple workaround for developers to partake in the program: upload a "parent video" (e.g. a tutorial) that fan creators can link to. For example, you can see on the NicoNico
help page that Ubisoft has made "parent videos" for Far Cry Primal and Trackmania Turbo.
So for Touhou, what ZUN has now done is
putting up the Q&A segment of August's stream that explains this topic as the parent video for Team Shanghai Alice. From now on, any fan creators on NicoNico have the opportunity to be charitable towards ZUN by linking their content to the video. Needless to say, he is not Nintendo, and this is voluntary.