Depends where you are in the industry - the hyperscalers specifically have budget to afford a team to write P4 or other SDN code to manage their networks in production, so they're probably the biggest beneficiaries.

Lower end, it did make programmability more accessible to more folks and enabled whitebox switches to compete against entrenched players to a far greater extent than previously possible. Again, hyperscalers are going to be the main folks who buy this kind of gear and run SONiC or similar on it, so they can own the full switch software stack.

Many of the startup companies in the SDN space did have successful exits into larger players - for example Nicira into VMWare, Barefoot (Tofino switch chip) and Ananki (the ONF 4G/5G spinoff) into Intel. Also, much of the software was developed as open source, and is still out there to be used and built on.