I actually blamed AV1 for the macro-blocking and generally awful experience of watching horror films on Netflix for a long time. Then I realized other sources using AV1 were better.
If you press ctl-alt-shift-d while the video is playing you'll note that most of the time that the bitrate is appallingly low, and also that Netflix plays their own original content using higher bitrate HEVC rather than AV1.
That's because they actually want it to look good. For partner content they often default back to lower bitrate AV1, because they just don't care.
I wonder if it has more to do with proximity to edge delivery nodes than anything else.
Even fixing that issue the video quality is never great compared to other services.
Meanwhile pirated movies are in Blu-ray quality, with all audio and language options you can dream of.
Good that the OCAs really work and are very inspiring in content delivery domain.