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Design cycles of hardware is long.

The person who benefits from a more efficient codec tends to be netflix/youtube (lower bandwidth costs), and they are far far removed from the chipmaker - market forces get very weak at that distance.



Also, specialized hardware for a specific format feels like a really good way to have a useless part of a cpu if the format stops being used.


People never stopped using VP8. In fact, your screen sharing is probably wasting excessive amounts of CPU every day because there is no hardware support.


YouTube makes their own chips: https://www.protocol.com/amp/youtube-custom-chips-argos-asic...

Netflix doesn't benefit since their catalog is orders of magnitude smaller.




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