@Charles 9 (so excited by looking at the clock, I didn't reply properly...)
Well, all the broadcasters and their roadmaps at IBC involve HEVC. There is equipment available for them that can handle it, and the amount of that will increase quite substantially over the coming years. TV makers are already rolling out HEVC kit (yes, of variable quality in some cases), but it's coming.
So, I don't think there's much doubt that the broadcast world will be going HEVC, and that means that lots of TVs will be having it built in, and set top boxes.
Even if VP9 is free, and in Android devices, that's still a lot of devices it's not necessarily in - and unless Google not only mandates VP9 but also forbids HEVC, I can't see that it's going to make much difference. The change in terms compared to H.264 also make HEVC a little more attractive.
For the next couple of years, at any rate, this is largely an academic issue; there isn't a huge amount of 4K content, and virtually every device out there supports H.264. By the time there is more 4K content - which is after all the main driver for this, certainly in the OTT market, as no one's going to rush to replace set top boxes for non-subscription services - there will, of course, be a smattering of devices with Android and VP9 built in. But there will also be a lot more stuff with HEVC built in, both on the production and the consumption sides.
Honestly, I don't see that Google are going to enjoy any noticeably greater success with VP9 than they did with its predecessor.
(Icon because it's Friday, it's five to five and it's Craaaackerjack! Or, at any rate, time to go to the pub, which is where I'll be if you have a burning desire to continue talking about this right now)