It's often used for 4K. E.g. Netflix, Amazon, Blu-ray, DVB. Also some non-4K broadcasting, e.g. DVB-T2 in Germany is exclusively HEVC (1080p50 max).
And it seems no one is creating VP9. E.g. if you buy a camcorder it will record AVC or HEVC, not VP9. No live VP9 broadcasting. Could end up the same with AV1, i.e. we will consume it via Youtube and Netflix (non-live encoding in big server farms) but in other areas HEVC will be the leader.
We'll see ...
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