Software encoders get the most quality out of each bit, at a high CPU cost: one 1080p x264 rendition at a sensible preset can keep several cores busy, and x265 asks for more. That suits VOD, where encoding time is cheap, and a handful of live channels on a 16-core Ryzen.
For many live renditions, move encoding to the GPU. The RTX 4000 SFF Ada carries Ada-generation NVENC with H.264, HEVC and AV1 support, and as a professional card it is not bound by the session cap NVIDIA sets on GeForce cards. In FFmpeg, keep frames on the GPU from decode to encode:
-hwaccel cuda -hwaccel_output_format cuda to decode
scale_cuda=1280:720 to resize
h264_nvenc, hevc_nvenc or av1_nvenc to encode