It really depends on the model of the TVs you are comparing.
I would say I would go for the Sony X900F and up, because they will give you the best picture and have the best features. Their picture processing power is astounding, and it gives a very true to life picture.
LG, they make fantastic OLEDs that give Sony a run for their money. However, their LEDs are so undesirable to me. I hate IPS screens because their black levels are atrocious. The contrast is off, and it makes the picture just look dull.
Samsung makes a great product, but the lack of support behind their decisions in features also puts me off. They went with HDR10+ over Dolby Vision and so bent on that particular format even though it isn’t widely supported, then exited the blu ray player market because they couldn’t dominate it and didn’t even offer a player that supported their own format. They then took away features from their lower models to make higher ones seem better in comparison.