The battle for the top OLED TV is more intense in 2025 – and this time it’s not just about brightness
It is not a secret for anyone that LG and Samsung have been fighting for the title of the best OLED TV since Samsung returned to the OLED market with its QD display panel technology. Meanwhile, other Oled television brands such as Panasonic, Sony and Philips in the United Kingdom are lagging behind the Korean giants in terms of market share.
Why is it? LG and Samsung Oled televisions offer breathtaking image quality, but OLED TVs are also other brands. However, LG and Samsung also offer a larger range of features compared to their competitors, such as a better Smart TV interface, more play functionalities and a more elegant design. LG and Samsung televisions seem to speak more directly to consumers.
This does not mean that Panasonic, Sony and Philips televisions are bad – far from it. The first two brands deliver some of the best televisions for a sounds over a year, and Philips has its function of unique Ambilier to distinguish it from the crowd.
An area where LG and Samsung Oled televisions have had an advantage in recent years is in their image brightness. OLED televisions were almost inaccessible in lighting conditions of the light room. But recent LG and Samsung televisions have been brighter than their rivals, and the innovative screen without OLED couple from Samsung, introduced for the first time on the Samsung S95D, one of the best TVs of 2024, is also going far to improve the quality of the image during visualization in light rooms.
But it was not only the features and the brightness that distinguished LG and Samsung Oleds. Another major factor is the price. LG and Samsung have been able to regularly deliver their OLED TVs at prices significantly lower than their rivals – so far.
Price
LG and Samsung both published their OLED lighthouse, LG G4 and Samsung S95D, in March 2024. The Panasonic Z95A was released in September 2024.
The 65-inch Z95A was launched at $ 3,100 / £ 3,899, but the G4 and S95D 65 inch models were both available for around $ 2,600 / £ 2600 at that time. While the Z95A had the advantage of a better integrated audio system and (probably) a better image quality, it also had a lower Smart TV platform and lacked some of the game features found on the other two sets. It was a difficult demand from people to pay more for the Z95A, especially in the United Kingdom, where there would have been a huge price difference of £ 1,200.
Sony flagship television for 2024 was the television of the mini-diriged by Sony Bravia 9. Launched at $ 2,999 for the 65-inch model (the 65-inch Bravia 9 was published in the United Kingdom than much later), it was a little better value, but for some, opting for mini-LED on OLED was not an option. As a result, LG and Samsung won the blow for your Buck battle in 2024.
Current price
Turning our attention to OLED flagship televisions in 2025, the LG G5 was launched at $ 3,399 / £ 3,299 £ / 5,299 for its 65 -inch model, and the Samsung S95F was launched at a very similar price of $ 3,399 / £ 3.399 / £ 5.295 for its 65 -inch model. The prices of the two televisions then quickly dropped in anticipation of sales events such as Prime Day in July.
What we have not planned to happen is how Sony and Aggressive Panasonic would go with their prices. The Sony Bravia 8 II, an QD-Oled TV, was launched at $ 3,499 / £ 2,999 $ 4,999 at its 65-inch model, while the Panasonic Z95B launched $ 3,399 / £ 2,999 for its 65-inch model. These prices are almost identical to the Samsung and LG competition.
At the time of writing the editorial time, in mid-August 2025, the price of these televisions is as follows:
- LG G5 65 inches: $ 2,999 / £ 2,699 / $ 5,295
- Samsung S95F 65 inches: $ 3,299 / £ 2,799
- Panasonic Z95B 65 inch: $ 2,999 / £ 2,799
- Sony Bravia 8 II 65 inches: $ 2,999 / £ 2,499 / $ 5 295
As you can see, in many cases, both the Panasonic Z95B And The Sony Bravia 8 II are the same price, if not cheaper as the LG G5 and Samsung S95F. This represents a significant change compared to previous years, but it always raises the question: are LG and Samsung televisions the best value?
What you get
To say that opinion is divided on these televisions is an understatement. Two blind tests involving these four televisions have taken place in recent weeks: Techradar’s confrontation with a non -expert visualization panel and Value Electronics experts from the television expert. The results were very different, the techradar panel promoting the Samsung S95F and LG G5 because of their brightness and their impactful color, and the television experts favoring the Sony Bravia 8 II and the Z95B Panasonic (although the S95F also did well) for their SDR and HDR precision.
While the Z95B and Bravia 8 II can miss some of the game features that you will find on the G5 and S95F support – specifically 4K 165Hz, four HDMI 2.1 ports and an input delay of less than 10 ms – you get much better integrated speakers on the Z95B and Bravia 8 II.
I compared the Panasonic Z95B and Sony Bravia 8 II sound side by side, and although the Z95B was the winner, both have always beat the integrated sound of LG and Samsung models. With Panasonic and Sony, you may not need to invest in one of the best sound bars, saving money, while a sound bar is recommended for LG and Samsung.
Yes, the LG and Samsung always have the edge with regard to the image of the brightness of the box. But elsewhere, I found during my time with these four televisions that it is a closely knitted competition with regard to all other aspects of image quality.
As we deepen in 2025, I think there will be furious competition between these OLED televisions. LG and Samsung will have to look at their backs, and as for OLED TV of the year, it will be a very Difficult choice.
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