I remember an article on video encoding where Netflix had approached some people basically with the question "what if we didn't care about encoding times?" Netflix doesn't want to was money, but encoding cost might not be something that they want to optimize against other things. For example, let's say that you have an episode of a TV show. Netflix is going to transfer that file 10M times. If that file is 2GB, that's 19PB by my math. I know that they aren't paying AWS's exorbitant transfer fees, but it can still add up to a lot of money. $200,000 at a cent per GB, $20,000 at a tenth of a cent per GB. On top of that, more CDN storage, more servers needed to transfer additional data, etc. There are certainly costs. How much would it cost to encode things? Let's say that AV1 can be encoded at 1/10th real-time on a 16-v-core box (which seems reasonable given https://medium.com/@ewoutterhoeven/av1-is-ready-for-prime-ti...). That's $7.60 on Google Cloud for an hour-long show (I know they use AWS, but this is just representative pricing).

Let's say that AV1 reduces file sizes by 40% (compared to H.264), saving them 0.8GB per stream. Let's say that only 10% of users have AV1 capability. And let's say that they only pay a tenth of a cent per GB for bandwidth. They're still saving 800,000 GB of bandwidth or $800. Of course, there are also going to be other savings like electricity since transferring smaller files means needing fewer servers (servers have network cards that get saturated whether in their data center or CDN).

At Google, encoding costs can be big since a lot of YouTube videos aren't watched a lot. With Netflix, the library is a lot smaller and more popular. Netflix is up to around 170M customers. Each of those customers might have a few household members watching something popular (and maybe re-watching those things). Even encoding something very slowly ends up not costing that much money.

But it's also about the customer experience. Mobile companies throttle video services. I believe Google started using VP8 so that T-Mobile customers could see 720p video without paying extra for HD video. When downloading files for offline usage on a plane, the size is going to matter both in terms of the time it takes to download and the storage used on your device which is limited.

Even if bandwidth only costs Netflix a hundredth of a cent per GB, the compute needed for AV1 just doesn't seem to matter given the way Netflix's business works.