In the past it was lot of selling points that business could see:
- 'better java' - more velocity over java without loosing anything
- 'type safety / FP' - less errors that cost money in production (backed by 'Typesafe/Lightbend' company)
- 'akka' - platform for distributed/concurrency applications (in pre kubernetes era was big demand for it)
- 'spark' - initially Scala was only way to use it fully
- 'twitter' - startup success story
- and few more
But now nothing from this list has any real meaning for peoples making decisions currently.
Kotlin actually suffer from this too as 'better java' not that big deal when java constantly improving.