TV Brand Comparison: Samsung vs LG vs TCL vs Hisense vs Sony

Samsung, LG, TCL, Hisense, and Sony each dominate different parts of the TV market. Samsung sells the most units globally. LG owns OLED. TCL and Hisense undercut everyone on price. Sony wins on image processing. Knowing what each brand does best -- and where they cut corners -- is the fastest way to narrow down your next TV.

The Five-Brand Landscape in 2026

The TV market has consolidated around five brands that account for more than 85% of sales. Each occupies a distinct position, and understanding their strengths saves you from paying a brand premium for features you don't need -- or missing out on quality because you assumed "cheap" means "bad."

We've tested 55 TVs across these five brands (plus a few niche players). Here's what we found.

Samsung: The Ecosystem Premium

Samsung is the world's largest TV manufacturer, and they leverage that scale to charge more than competitors with identical panel specs. Their build quality is genuinely better -- the AirSlim designs look premium on a wall, and the Tizen interface is polished. But you're paying 20-40% more for the brand on budget and mid-range models.

Samsung's biggest technical strength is their anti-reflection coatings. The QN70F Neo QLED has the best glare handling we've tested -- if your living room gets heavy sunlight, Samsung's coating alone might justify the price difference.

The biggest weakness? Samsung refuses to support Dolby Vision, pushing their proprietary HDR10+ instead. Since Netflix, Disney+, Apple TV+, and most streaming services prioritize Dolby Vision, Samsung buyers miss out on the best HDR format available.

LG: The Picture Quality King

LG manufactures OLED panels for the entire industry (including Sony and Vizio), and their own OLED TVs remain the benchmark for picture quality. The C5 OLED was rated the #1 TV of 2026 by Tom's Guide, and the G5 Gallery with tandem OLED technology pushes brightness to levels previously impossible for the technology.

Outside of OLED, LG's lineup is less compelling. Their QNED (NanoCell) TVs like the QNED82 offer wider viewing angles than VA-panel competitors, but the overall value trails TCL and Hisense at every price point below OLED.

LG's webOS platform is clean and well-designed, with strong app support and Apple AirPlay integration. Every LG OLED includes four HDMI 2.1 ports -- more than any competitor -- making them the default choice for multi-console gaming setups.

TCL: The Value Disruptor

TCL has fundamentally changed what buyers should expect at every price point. Their Mini-LED lineup is particularly aggressive -- the QM6K at 65" delivers 144Hz gaming with hundreds of dimming zones for less than most competitors charge for basic QLED.

TCL's weakness is in processing refinement. Side by side with Samsung or Sony, TCL's motion handling and HDR tone mapping show rough edges. The QM8K flagship closes this gap with its AIPQ PRO 2.0 processor, but most TCL models use less sophisticated chips.

All TCL TVs run Google TV with Chromecast built-in -- the largest app ecosystem available, with Dolby Vision and HDR10+ dual format support. For raw specs per dollar, TCL wins at almost every price bracket.

Hisense: The Specification Leader

Hisense follows a similar strategy to TCL -- pack more specs into lower prices -- but takes it even further on zone count and brightness. The U75QG delivers 800 dimming zones and 1800 nits at a price point where Samsung offers basic QLED without local dimming.

Hisense covers more platforms than any other brand: Google TV, Fire TV, and their own Vidaa system across different model lines. This gives buyers more ecosystem options but fragments the software experience.

The trade-off with Hisense is viewing angles. Most models use VA panels with narrow off-axis performance. Sit directly in front and the picture is excellent. Move 30 degrees to the side and colors wash out noticeably.

Sony: The Processing Perfectionist

Sony sells fewer TVs than the other four brands at noticeably higher prices. The reason is processor quality. Sony's X1 chip in models like the BRAVIA 3 makes an identical LED panel look measurably better than the same panel in a Samsung or TCL frame -- more accurate color, smoother motion, and superior upscaling of lower-resolution content.

Sony's weakness is feature count. The 75" BRAVIA 3 runs 60Hz with no HDMI 2.1 at a price where competitors offer 120Hz Mini-LED with gaming features. Sony assumes their buyers prioritize picture quality over gaming specs, and for movie enthusiasts, that bet pays off.

All Sony TVs run Google TV with Chromecast and Dolby Vision support. Build quality and sound quality tend to exceed competitors at the same size, though speakers still need a soundbar for serious listening.

Brand Comparison Summary

Which Brand Should You Pick?

Choose Samsung if...

• Your living room gets heavy sunlight and glare control matters most
• You're invested in the SmartThings smart home ecosystem
• Build quality and wall-mount aesthetics are a priority
• You don't care about Dolby Vision (or prefer HDR10+)

Choose LG if...

• You want the absolute best picture quality and can afford OLED
• Gaming is a primary use and you need 4x HDMI 2.1 ports
• Viewing angles matter because seating isn't directly centered
• You want the widest Dolby Vision support

Choose TCL if...

• You want the most specs for your money at any price point
• 144Hz gaming with Mini-LED is appealing but flagship pricing isn't
• Google TV is your preferred smart platform
• You prioritize brightness and zone count over processing refinement

Choose Hisense if...

• Dimming zone count and peak brightness are your top priorities
• You want Fire TV or Google TV platform options
• The CanvasTV art display feature appeals to you
• You sit directly in front of the TV (VA panel viewing angles)

Choose Sony if...

• Color accuracy and image processing matter more than gaming specs
• You watch a lot of upscaled content (cable TV, older DVDs, 1080p streams)
• You're willing to pay a premium for the best out-of-box picture calibration
• Gaming features like 120Hz and HDMI 2.1 are not important to you

Frequently Asked Questions