If you bought a 4k television today (as many people are doing because they like the crispness of the display and so that they will be compatible with future video formats), where can they look for content?
Right now people watch BlueRay DVDs, stream from Netflix, Hulu, and watch content from their ISP. Netflix and Comcast require HEVC. Rumors are that there's a new BlueRay format that can support 4K coming out next year which will use HEVC.
Youtube may use VP9 simply because it is owned by Google, but otherwise from my perspective it certainly looks like HEVC has already won the battle.
VP9 loses to HEVC on ultimate compression ratio, but it could win on en/decoding complexity.
However, in order for VP9 to be widely adopted, Google needs to bring MPEG-LA to court and proves that VPx is really patent-free. Otherwise, it's just lip service and business as usual.
I predict HEVC wins hands down in this new round of video codec battle.
Daala is too early to say, I really want them to bring in new game-changing technologies to the less-and-less exciting video compression field. But realistically, I don't see a path to a more exciting future based on their disclosed documents/plans.