It's not just about money, either. The licensing situation for H.265 a cluster-fuck, with patent holders having split into 2 licensing pools and several other patent holders that aren't participating in either pool. So even if companies were content with paying the licensing fees (which are significantly higher than H.264), they don't have any easy way of doing so that will cover all the patent holders. Most big players would prefer to pay and use H.265, but the patent holders have gotten too greedy and too splintered.
Most of the major players have gotten fed up with this shit, and committed to pool their patents and expertise create a royalty free format AV1, in place of H.265. Alliance for Open Media includes: Microsoft, Google, Mozilla, Netfix, Amazon, BBC, ARM, Intel, AMD, nVidia, Broadcom, Cisco, Polycom, and more. The only companies that haven't signed on yet and are big enough to prevent wide adoption are Apple and Qualcomm, and Qualcomm has previously supported VP9, so I don't know why they wouldn't support AV1 once it is ready.