This happens with popularity. Owners of the music want paid if the person using it is getting paid (at least in these cases). They can put pressure on the platform (YouTube, Twitch, etc) to put in blocks when their music is used (and can run ads on videos that use their music - them collecting the revenue - not you).

Nintendo took it one step farther and claimed ownership over content created using their graphics, particularly in-game content. They claimed people recording gameplay was basically a movie using their assets therefore they owned it.

YouTube sided with them.

I make the occasional video and thanks to music copyright claims I have started muting the audio and only allowing sound effects to play. It is annoying but this, to me, is effectively advertising for the game company. I am not sure about others but money I make from my content is put back into buying more games and movies so I can make more content. On a small scale, stopping that circle is only hurting themselves.