I went with Emby after I started having concerns with privacy on Plex. I have a lifetime sub of Plex and used it for like 8 or 9 years, but I really dislike that they would send emails to users about stats of who watches what, etc.

I would have gone Jellyfin too, but Emby has a cloud connect setup for easy server switching, and I wanted the LDAP plugin among many other plugins available.

I run both, jellyfin for people who want to download stuff to their phone without the plex pro thing and plex for everyone else since I find it much easier for user management