The equipment and software manufactures would love to dump the licensing fees to MPEGLA. Google has been trying to get on to VP for years now. This would mean huge bottom line to big players, but probably not impact retail price to the end user. Gains would be pocketed by manufacturers.

http://arstechnica.com/information-technology/2013/03/google-mpeg-la-agree-to-royalty-free-terms-for-vp8-video-codec/