H266 is getting fully skipped (except possibly by Apple). The licensing is even worse than H265, the gains are smaller, and Google+Netflix have basically guaranteed that they won't use it (in favor of AV1 and AV2 when ready).

Did anybody, including the rightsholders, come out ahead on H265? From the outside it looked like the mutually assured destruction situation with the infamous mobile patents, where they all end up paying lawyers to demand money from each other for mostly paper gains.