[1] https://medium.com/@ewoutterhoeven/av1-is-ready-for-prime-ti...
I've seen some strong claims for VVC but not with a lot of detail on encoding settings.
HEVC is used in all TV broadcast station. FaceTime and other Cameras, Netflix, Amazon Prime, Disney+ and many other large streaming services outside US. The only one that doesn't have any usage of HEVC is Youtube.
And pardon the nitpick but it's H.264 and H.265, not x264 and x265.
And while I do like smaller files, if I compare with a few years ago my connection is faster and my drives are bigger so presumably the limit for "normal" has gone up...
(p.s. I'm fully onboard with H.265 being fantastic, it's amazing to see what e.g. x265 can do for it, being able to provide practically identical output at 30-50% lower bitrate. I'm just saying that H.264 isn't in any way incapable.)
As for final bitrate, maybe we need to talk more about use case here. Because for very small encodes (often around 250kbps), I never cared about moment to moment bitrate, just the final file size. And if that's too far off I change the factor and run it again.
For things I intend to stream I usually have a bitrate limit on top of the CRF setting, but that's the only optional flag and it doesn't kick in very often. The result is quite high quality out of 2-3Mbps AV1, without any flags that affect the details of the video encoder, so I don't see a need for knowing and understanding optimum settings. And the same setup worked with h.264 at a moderately higher bitrate.
The best thing you can do for the encoder is give it time to work.
In fact, I'd say HDR is more important than 2160p resolution in that I'd rather watch 1080p HDR video than 2160p SDR video.
It says AV1 is open source and royalty free, and all modern hardware seems to have hardware decode for it. It doesn't seem any of the big players are realistically worried about bogus patent claims.