Netflix has said they are going to use H.265, but they could adopt the same strategy as Google. They could even force their desktop customers to install the VP9 codec, just as they did for Silverlight.
The primary problem is Apple, they simply won't support it. Thankfully, AppleTV hasn't caught fire, relegating their control of the market to the iPhone.
Daala will be more amenable to acceleration via generic GPUs. It probably won't match dedicated hardware but if a mobile device can decode it and the bandwidth savings are significant, the lack of licensing fees will make it a very attractive option.
Hopefully Daala will be significantly better than H.265 and win over Apple and others based on the merit of their codec alone.