LG, Samsung, Sony, Panasonic, Philips: which brand for what

Anyone looking for a new television quickly comes across the same names. Here is our assessment after hundreds of installations, from the point of view of people who hang the sets, set them up and see them again years later.

Which TV brand is the best?

There is no single best brand for everyone. Each manufacturer has strengths that matter for particular rooms and habits: LG and Sony for films in a dark room, Samsung for bright living rooms, Philips for Ambilight and design, Panasonic for an accurate picture out of the box, TCL and Hisense for a lot of picture on a tight budget. What matters is which set suits your room and your habits.

What TV brands are there?

In Switzerland the most common are LG, Samsung, Sony, Panasonic, Philips, TCL and Hisense, plus design brands such as Loewe and Bang & Olufsen. Many brands use the same screens: OLED panels usually come from LG Display or Samsung Display. The differences lie in the picture processor, software, sound and design.

LG: the OLED pioneer

LG has been making OLED panels for over ten years and supplies other brands with them too. Its own sets are considered well balanced: very good picture, four full HDMI 2.1 ports, a fast system called webOS and the best equipment for consoles. The Mini-LED models stand in the shadow of the OLED range.

Samsung: bright, broad, idiosyncratic

Samsung is the largest manufacturer and covers every price bracket. The Mini-LED sets (Neo QLED) are the brightest on the market and therefore first choice for bright living rooms; the QD-OLED models combine OLED black with high colour brightness. Note: Samsung does not support Dolby Vision, but HDR10+. The Tizen system is extensive, with plenty of advertising space.

Sony: picture and sound like the cinema

Sony builds no panels of its own, but the best picture processors. Motion, upscaling HD material and natural colours are its strengths. On the OLED models the sound comes straight out of the picture surface, which makes dialogue very easy to locate. Sony relies on Google TV, which suits users of Android and Chromecast. The price is usually above the competition.

Panasonic: the film lover

Panasonic OLED sets are tuned with Hollywood studios and deliver one of the most accurate pictures out of the box. The sound is above average, the build solid. Since 2024 Panasonic has used Amazon's Fire TV as its operating system, which has considerably improved the app selection. The brand is less present in Switzerland but popular with connoisseurs.

Philips: Ambilight

Philips is the only brand with Ambilight, the fringe of light behind the set that throws the picture colours onto the wall. That relaxes the eyes and makes the picture look bigger than it is. The OLED sets are strong; the operating system switches by model between Google TV and the in-house Titan OS. For living rooms where the television is part of the furnishing, often the first choice.

TCL and Hisense: a lot of picture for little money

The two Chinese manufacturers have caught up within a few years. Their Mini-LED sets offer high brightness at half the price of the established brands; the software is simpler, the build plainer. For second sets, holiday flats and bright rooms on a tight budget, a serious option.

Loewe and Bang & Olufsen: design and service

Loewe from Germany and Bang & Olufsen from Denmark sell televisions as furniture: their own housings, integrated speakers, metal wall mounts, long spare-parts supply. The panels come from LG. Anyone who wants the look pays for it and gets sets that still look good after ten years.

How we recommend

Dark living room, films, console: LG or Sony OLED. Bright living room, sport, daytime television: Samsung or Sony Mini-LED. Furnished living room where the television stands out: Philips or Loewe. Budget first: TCL or Hisense. And in every case: look first, then buy. Narrow down the candidates for your room beforehand.

More on this: TV advice at home and TV setup and calibration.