Is it just basically the same mechanism that leads to so much drug development happening in the US despite how backwards its medical system is, because those regressive institutions create profit incentives not available elsewhere (to develop drugs or video codecs for profit) and thus the US already has capitalists throwing money at what could be profitable whereas everyone else would look at it as an investment cost for basically research infrastructure.
https://en.wikipedia.org/wiki/Moving_Picture_Experts_Group
The article we are all commenting on is by a German research organization that has been a major contributor to video coding standards.
Perhaps you're confused by the patent issue? European companies are happy to file for US patents and collect the money.