Twitch (which is owned by Amazon) is rolling out VP9 video to their site for about a 25% bitrate saving over H.264. Since Twitch is almost entirely live video they needed a VP9 encoder fast enough to keep up at the quality they wanted. They found libvpx wasn't fast enough for their live video use case so they're using an FPGA VP9 encoder from NGCodec:

https://www.youtube.com/watch?v=g4HnM26Fwaw

https://ngcodec.com/news/2018/11/12/ngcodec-to-deliver-broad...

In a couple of years Twitch will start deploying AV1 streams. I imagine they'll take a similar approach for that as well.