Really, it is gamers that are using the features first, but some of this could trickle down to certain video types.
For me, if a game is only on a specific console or PC and I want to play it, I'll have whatever console or PC I need to play that game.
I''ve had a VRR monitor with my PC for a few years, and after having that I'm not going back to fixed frame rates again.
The Atmos sound is an afterthought for me on PC. I am curious to see what it does though.