Choosing the best TV in 2025 isn’t just about whether to pick an OLED model or a mini-LED model – the smart TV platform could make or break the experience.
Most TVs use completely different smart platforms, each with its own quirks and plus points. Whether you’re scrolling through Netflix, switching HDMI inputs, or asking your TV to recommend a film, the smart platform determines how smooth, intuitive, and enjoyable that feels.
Samsung’s Tizen, for example, has shed its reputation for being slow and unwieldy thanks to updates from the company, while LG’s webOS emerged like a phoenix from the ashes to offer a fast, well-organized experience.
Sony and TCL both use Google TV, tapping into Google’s enormous app library and clever cross-service recommendations, while Panasonic embraced Fire TV and Amazon’s ecosystem. And then there’s Roku, which has branched out in recent years from the company’s streaming sticks to its own lineup of smart TVs.
To help you make the right TV choice, we spent time with each smart platform to get a sense of its ease of use, app library, quirks, and everything else.
Tizen (Samsung)
In 2025, Samsung’s Tizen has quietly matured into one of the slicker TV platforms around, which might come as a surprise to Samsung TV users of even a few years ago.
The latest version, Tizen 9.0, streamlines the home screen into something cleaner, with a new Quick Menu that makes it faster to jump between apps, inputs, and settings.
The Gaming Hub in particular is a standout – a one-stop place to access cloud services like Xbox Game Pass and Nvidia GeForce Now without needing extra hardware like a PlayStation 5. And there’s also the Samsung Art Store for displaying artworks in ambient mode, a feature that’s now available on all new Samsung TVs.
Overall, app support is strong, with all the major streaming services on board and Samsung TV Plus for free live channels.
Universal search is adequate, but it doesn’t always surface results as comprehensively as Google TV or Roku, meaning you’ll sometimes need to dip into apps manually.
The biggest downside is Samsung putting promotions and sponsored content on the home screen. They don’t make Tizen unusable, but compared with the pared-back feel of Roku or webOS, the ads can feel distracting and low-budget.
Recent Samsung TVs we’ve tested and highly recommend include the Samsung S95F OLED and Samsung QN90F mini-LED TV.
webOS (LG)
LG’s webOS has long been one of the “friendliest” TV platforms, and recent updates make it feel more polished than ever.
The card-based layout, plus the Quick Menu and Quick Cards, keep navigation snappy whether you’re firing up Disney Plus, tweaking picture modes, or switching over to a console.
Setup is straightforward and more flexible now that Chromecast support is built in alongside AirPlay, while profiles also help tailor recommendations, so everyone in the household gets a personalised home screen. It’s not a revolutionary feature, but it’s a nice addition.
Day to day, webOS feels fast and consistent, with quick app launches and smooth menu navigation. Universal search is fine, though not as expansive as Google TV or Fire TV.
There are some drawbacks: certain LG models now show screensaver ads, which won’t suit everyone, and the Magic Remote still splits opinion – great for pointing and scrolling, less so if you prefer a traditional clicker.
Two recent LG OLED TVs we’ve reviewed and highly recommend are the LG G5 and LG C5.
Roku
Roku keeps things refreshingly simple.
On Roku TVs, the interface is a neat grid of apps and inputs, with minimal fuss or flashy animations. It’s easy to set up, quick to learn, and great for households where you don’t want to explain the remote every time.
In other words, the ideal TV for your parents.
Performance is solid: menus respond quickly, apps open without much delay, and nothing feels overcomplicated.
Roku’s universal search is also a strong point, pulling in results from major streaming services and showing you the cheapest way to watch. Voice search via the remote works well, even if it’s not as advanced as Google’s Assistant or Alexa.
App coverage is excellent, with all the big names plus a wide range of free and niche channels, and the addition of featured free content and a Live TV section makes it even easier to find something without logging in.
There are limitations. Roku has begun testing more prominent ads on the home screen, which dents its minimalist appeal. The OS also lacks the deeper integrations you’ll find on Fire TV or Google TV, perhaps unsurprisingly.
Two recent Roku TVs we’ve tested and rated highly are the Roku Pro Series and Roku Plus Series.
Google TV (Sony, TCL and Hisense)
Google TV has quickly become one of the most widespread smart TV platforms, thanks to its huge app library and slick presentation.
On recent Sony, TCL, and Hisense (US-only) sets, the interface feels faster and more responsive than the older Android TV it replaced, with menus that open quickly and scrolling that doesn’t stutter.
The biggest strength is aggregation. Universal search is excellent, pulling in results from Netflix, Disney Plus, Prime Video, and more, so you don’t waste time hunting through individual apps.
Recommendations also feel smarter, at least in my testing, especially if you lean on Google’s profile system, which learns what you like over time.
Casting is seamless, and integration with the wider Google ecosystem makes it easy to share from phones, tablets, or even Nest speakers. App support is unmatched, with just about every major service and plenty of niche options.
That said, ads are creeping in, like its rivals. Even in the stripped-back apps-only mode, some European users now see banners on the home screen.
And if you’d rather avoid signing in with a Google account, the experience is far more limited.
Google TV can be found in many TVs, but two we’ve recently reviewed and liked are the Sony Bravia 8 II OLED and Hisense U8QG mini-LED TV.
Fire TV (Amazon, Panasonic, Hisense)
Amazon unsurprisingly uses Fire TV for its family of smart TVs, and Panasonic’s recent move to the platform has transformed its flagship models, giving them a modern, app-rich interface with Alexa integration baked in.
The setup process is smooth enough, and once you’re in, there’s no shortage of apps. Fire TV also supports the UK’s new Freely service, which makes finding live channels over the internet simpler.
Fire TV’s universal search is excellent, pulling results from across services with clear pricing information, and Alexa voice control adds to the convenience.
In day-to-day use, though, Fire TV can feel cluttered. The home screen is dominated by Amazon content and ads, which can bury your own apps if you don’t reorganise. Performance varies, too, meaning some Panasonic sets feel snappy, others a touch sluggish.
Those quirks aside, Fire TV is feature-packed and flexible. If you’re already tied into Amazon’s ecosystem, it can make your TV the hub of your connected home.
Two examples of Fire TVs that we’ve positively reviewed are the Panasonic Z95B OLED and the Amazon Fire TV Omni mini-LED.
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