Samsung Vs. LG: Which TV Brand Is Best?

Forbes

04-06-2025

While there are plenty of panels on the market, there are two brands that stand out for their flagship smart features and incredible picture quality: LG and Samsung. Both companies feature stellar OLED panels; LG offers the LG G5, and Samsung recently launched the Samsung S95F. And if you're trying to decide between Samsung versus LG, it can feel like a tough choice—but there are a few differences in these panels that can help you decide.
Trying to decide between Samsung versus LG? Here's what you need to know.
After testing countless LG and Samsung panels over the course of my career, and as the TV-obsessed consumer tech and electronics editor who can spend hours talking about TV displays, the differences come down to unique features, price and more. And, as AI becomes a larger factor in all TVs, you need to decide if those software extras are a must-have for you; both Samsung and LG have different approaches. Here's how to decide between Samsung versus LG.
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Type: OLED | Resolution: 4K | Refresh rate: 120Hz | Operating system: Tizen | HDR: OLED HDR Pro
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Size: 65-inch | Type: OLED | Resolution: 4K | Refresh rate: 120Hz | Operating system: LG WebOS | HDR: HDR10, Dolby Vision, HLG
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For fans of Samsung, the tech giant offers a slew of different options, including OLED, QLED and Mini LED panels. Samsung's S95F features an upgraded N4Q AI Gen 3 processor, which can help it accomplish numerous AI-based tasks. The TV, along with the rest of Samsung's 2025 lineup—including the Samsung QN90F and the Samsung QN990F 8K TV—has Live Translate, a Samsung Vision AI software that can translate your content into your preferred language in real time. You can also use AI to re-create meal recipes you see on-screen, thanks to Samsung Food, or you can find and shop for a sweater or dress you saw on an actor in a TV show or movie.
While LG doesn't officially offer a Live Translate feature, it still packs a ton of software into its TVs. LG's G5 TV has a new Alpha 11 AI Processor Gen2, the latest chip that also has some pretty powerful AI-powered features, AI Picture Pro and AI Super Upscaling. They're exactly what they sound like: AI Picture Pro reads and optimizes your content's picture in the moment, while AI Super Upscaling takes older content and 'upscales' it to 4K resolution. It's worth noting that while Samsung has been expanding its AI features, LG has solely been focused on its performance as it relates to AI.
If you're seeking the best picture quality above all else, the good news is that both brands showcase a gorgeous image on each display—but which one you choose as your next TV brand depends on what your priorities are. LG TV offers two main OLED TVs, the LG G5 and LG C5. While the C5 doesn't get as bright as the G5 (which, really, is one of the few differences between the two), both panels offer Brightness Booster technology, which can help keep your picture clear and bright in sun-drenched rooms. While both OLED panels also have an anti-glare matte display to reduce screen reflections, you don't need to get an OLED; you can also opt for a QLED panel.
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But first, some context on what exactly these acronyms mean: In short, the QLED panel Samsung uses is essentially an LED TV that layers quantum dots over the LED panel—thus the 'Q' in QLED. It gives more vivid colors in a wider range for a lovely picture, and it's traditionally brighter than OLED. An OLED panel consists of millions of self-lit pixels on a panel that help minimize blooming that's typically seen in QLED and Mini LED displays.
LG opted for what they call QNED technology, which is similar to QLED in that it uses a Mini LED panel and quantum dot layers, but there's also what LG calls nano cell technology that, according to the company, helps absorb excess and unwanted light. By implementing this technology, a QNED TV can hit near-OLED levels of contrast and picture quality.
When I tested the best 65-inch TVs, I spoke with Avi Greengart, CEO of Techsponential, who told me, 'OLED has meaningfully better contrast…because each pixel is self-lit: When it's off, it's true black, and there is no backlighting bleeding over from adjacent areas.' While OLED is renowned for its contrast and deep, inky blacks, QLED and QNED are known for bright whites and vivid colors on a super-bright panel.
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Samsung also offers an anti-glare display called Glare-Free, and it's lovely, based on my testing. I can keep my mini-blinds tossed open in my living room, and while it's a love-it-or-hate-it feature, according to Samsung TV fans and reviews, I personally am fully in camp Glare-Free. Samsung offers two OLED panels, the Samsung S95F and its more-affordable sibling, the Samsung S90F. There are small differences between the two: The S95F has more built-in speakers and a couple more USB-A ports, and it weighs a little less. Otherwise, brightness is about the same, and the picture quality is lovely on both panels.
For those who prefer a QLED panel, it's worth noting that our top pick for the best TV for bright rooms is the Samsung QN90F, as it can nail sky-high brightness for sun-drenched living rooms. If you are fully in camp LG, you can opt for the LG QNED 90T TV.
All of the TVs mentioned offer a lovely 4K picture, with some kind of upscaling for older content so you can enjoy details on-screen. However, sometimes more detail is best, and if you're seeking to future-proof your TV, Samsung offers an 8K panel, the Samsung QN990F. It's an 8K panel that can give more detail and depth to the picture. It's pricier, at around $5,500, but it comes with all of the smart features Samsung's 2025 lineup offers with Samsung Galaxy Vision AI, and you'll get a better picture. It's also worth noting that LG has a similar 8K offering as well as an 8K OLED option called the LG Z3—but expect to pay significantly more for the latter.
Best Buy
For gamers, trying to decide between each panel can feel overwhelming. Both offer console gaming hubs—Samsung calls it the Samsung Gaming Hub, while LG's is called the LG Gaming Portal—and both brands can hit a 120Hz refresh rate in their TVs. It's also important to note that while both brands offer a refresh rate up to 165Hz, that higher rate is reserved for PC gamers. Really, you can't go wrong with either one—it comes down to picture quality and brightness here. If you want a better contrast, opt for the Samsung S95F; those who prioritize a bright display should go LG.
While both Samsung and LG offer flagship panels, their prices are pretty darn similar. For a 65-inch Samsung S95F TV, you can expect to pay around $3,300 before a sale. The same goes for a 65-inch LG G5 TV—it costs around $3,300. QLED panels are typically more affordable; while the 65-inch Samsung QN90F costs around $2,700, the 65-inch LG QNED 90T TV is much more affordable at $1,900.
If you get a smaller TV, like a 55-inch or 43-inch panel, that can reduce the cost. Just make sure that you measure your space to determine which size is best for you.
Samsung and LG both produce stellar TVs with impressive picture quality—you can't go wrong with either. It really comes down to personal preferences: If you want a lovely contrast, you should opt for a TV like the Samsung S95F TV; those who need a combination of brightness and contrast should consider the LG G5 series for its enhanced Brightness Booster. Personally, I've found that Samsung's TVs have some of the best quality I've tested to date. If you're a gamer, plan to pick up an LG OLED; otherwise, Samsung suits most needs just fine, no matter which panel you opt for.
But it also comes down to which AI features you plan to use, too. Samsung is going all-in on its Vision AI, and that's a boon to the viewing experience, especially if you see a recipe you want to try or want to watch a soccer match that's broadcast in another language. That's in addition to its AI upscaling. LG's AI is good, but at the moment, it's solely focused on AI as it pertains to picture quality and upscaling—don't expect all the extras that Samsung offers.
The Forbes Vetted team has published hundreds of tech and electronics guides that leverage our hands-on testing and research, including TV stories for all of your video needs, like outdoor TVs, gaming TVs and more.