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Comparing to AV1, VVC / H.266 is expected to offer 20-30% reduction in Bit-Rate with similar quality at similar level of computational complexity. And it is already deployed and used in real world in China and India. I believe Brazil are looking to use it as their next generation codec for broadcasting along with LCEVC.

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Here's the Brazil website.

https://forumsbtvd.org.br/tv3_0/

And their video codec testing.

https://forumsbtvd.org.br/wp-content/uploads/2024/03/SBTVD-T...

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And ATSC 3.0 will also be using VVC.

https://prdatsc.wpenginepowered.com/wp-content/uploads/2024/...