qualityfirst

In the end AV1 will likely have about the same level of adoption as VP9 ... pretty much googe/youtube only. Allowing Google to monopolize video standards is not something that the hardware world is going to accept. HEVC already has near universal hardware support. Why bother with supporting AV1?

Unlicensed content providers (this is the preferred politically correct term) have been doing HEVC UHD (4K) from day one.

Most TV shows and movies are available in HEVC at 720P and 1080P now but all it offers is smaller file sizes (not better quality) so most people don't care about it.