Samsung and LG Electronics scored a dramatic dead heat in South Korea’s 2026 National Customer Satisfaction Index (NCSI) TV sector survey released July 6, each earning 81 points. It’s the first time the archrivals have shared the top spot in a poll that puts a glaring spotlight on how software and smart services now decide who wins the living room.

The numbers behind the tie

The NCSI survey, conducted annually by the Korea Productivity Center, aggregates consumer evaluations across product quality, after-sales service, and — critically — what the index calls “customer expectation fulfillment.” Both Samsung and LG netted 81 on a 100-point scale, effectively a statistical tie. While specific point swings from previous years weren’t disclosed, industry watchers note the result breaks a multi-year pattern of one manufacturer edging ahead by a single digit. The survey’s methodology weighs TV hardware and picture quality, but in recent cycles, software experience, AI assistant responsiveness, and smart home ecosystem integration have become outsize differentiators.

The real battlefield: OS polish and AI smarts

Samsung builds its TV experience on Tizen, LG on webOS. Both platforms are now mature enough that raw boot time and app selection alone no longer dominate — instead, the satisfaction battle is being fought over how well the TV anticipates what you want. Samsung’s 2026 model line pushes Bixby deeper into the interface; you can ask for content that “matches my mood” or have the TV suggest switching to a videoconferencing input when it detects a connected laptop on the same network. LG has infused webOS with an upgraded ThinQ AI that learns viewing patterns and auto-configures picture modes per room lighting and content genre.

Those two approaches — Bixby’s conversational ambitions versus ThinQ’s contextual adaptation — are now neck-and-neck in consumer perception. The tie suggests neither AI strategy is clearly winning; instead, buyers are judging the overall coherence of the software. Both companies also ship models that double as SmartThings (Samsung) or ThinQ (LG) hubs, letting the TV be the nerve center for lights, thermostats, and security cameras without an extra dongle.

What the dead heat means for Windows users

If you run Windows, your TV isn’t just a display — it’s often the biggest screen for your PC, your gaming rig, or your smart home dashboard. The NCSI tie signals that both Samsung and LG now deliver a premium second-screen experience, but they get there through different paths.

Home users: Wireless projection is the most immediate touchpoint. Samsung TVs support Miracast and Samsung DeX, allowing a Galaxy phone or Windows PC to cast wirelessly or, with DeX, turn the TV into a desktop. On Windows, the SmartThings app (available in the Microsoft Store) mirrors the TV’s hub control panel, letting you drag and drop automation routines without touching a remote. LG TVs also support Miracast, and the LG ThinQ Windows app provides similar smart home oversight. If you use Phone Link with a Samsung phone, the TV can join the ecosystem: notifications and calls appear on the biggest screen when the phone is docked wirelessly. LG doesn’t yet match Samsung’s deep Phone Link integration, but it compensates with broader voice assistant support — you can summon Google Assistant or Alexa from the TV while your Windows PC runs Cortana or Copilot, creating a multi-assistant household.

IT admins: In conference rooms and digital signage, OS support lifecycles and remote management are critical. Samsung’s Tizen for business TVs includes a dedicated enterprise API set and integrates with Microsoft Teams Rooms natively on some models. LG’s webOS Signage platform offers a similar management suite and supports Crestron and other control systems. The tie suggests corporate buyers aren’t seeing a reliability gap; both get firmware updates for at least four years from launch. For fleet management, the difference may come down to whether your environment already leans toward Samsung Knox security framework or LG’s Pro:Centric tools.

Developers: Both platforms have robust HTML5-based SDKs. Tizen Studio and webOS TV Developer Mode allow building apps that interact with Windows via REST APIs. If you’re writing a custom dashboard that pulls data from a Windows server, both TVs can display it, but Samsung’s deeper Knox security and enterprise app store might simplify internal distribution. The tie could spark a race to court developers with better tooling and documentation.

How we got to a photo finish

Samsung and LG have traded the top spot in South Korean TV satisfaction for over a decade, typically driven by panel technology leaps — QLED versus OLED debates dominated the 2010s. The shift to software as the deciding factor accelerated around 2023, when both companies began marketing AI-driven interfaces as primary features. Samsung launched the “Neo QLED with Smart Calibration” app, which uses a phone camera to auto-tune picture settings; LG countered with AI Picture Pro on its OLEDs.

Windows integration deepened in parallel. Microsoft and Samsung strengthened their partnership in 2020 with Link to Windows on Galaxy devices, and by 2024, the SmartThings Windows app could mirror a TV’s home screen and notification feed. LG, not to be left behind, revamped its ThinQ app for Windows in 2025, adding camera-based gesture controls that work across PC and TV when the devices are on the same Wi-Fi. Both now support the HID protocol for wireless keyboards and mice, so you can control a connected PC from the TV’s USB port.

Critically, the NCSI survey factors in long-term ownership: the satisfaction score isn’t just about what’s in the box but whether the TV gets meaningful updates. Both Samsung and LG have committed to delivering new AI features via OTA updates for models as far back as 2024, meaning the TV you buy today should feel smarter a year from now. That “living product” promise likely propped up both scores enough to erase any leadership gap.

What to do now

If you’re shopping for a TV and your Windows workflow matters, the tie means you’re safe with either brand — but here’s where to look closely:

  • Check for Windows integration features that align with your habits: If you frequently use Samsung DeX or Phone Link, a Samsung TV (especially a 2026 or later QLED/Neo QLED) will feel like a natural extension. If you rely on voice assistants other than Bixby — say, you prefer Google Assistant on the TV while using Copilot on your PC — LG’s multi-assistant support might simplify your setup.
  • Verify OS update pledges: Both companies promise three to four years of major OS updates for premium lines. Look for the “Evolution Kit” compatibility (Samsung) or “webOS Re:New program” (LG) — these guarantee newer AI features on older hardware. On the Samsung side, models with at least a Crystal Processor 4K qualify; for LG, α9 Gen6 and later processors.
  • Test latency for desktop mirroring: If you plan to use the TV as a second monitor for Excel or coding, enable Game Mode even for office work — it cuts wireless projection latency significantly on both brands. Using a wired HDMI connection? Both do 4K/120Hz on recent models, but check the specific port label: one of the HDMI ports often supports PC input with 4:4:4 chroma for crisp text.
  • Smart home dashboarding: Install the corresponding Windows app (SmartThings or ThinQ) and set up Automations while you’re at your desk. For example, schedule “Good Morning” to turn on the TV and open a news app when your PC wakes from sleep.

What to watch next

The 81-point tie likely won’t last. Samsung will push on-device AI chips — its 2027 roadmap hints at a TV that can upscale PC game streams locally — while LG is exploring a webOS-Windows continuum where apps like Stadia or GeForce Now share a single login session across devices. For users, the real win is that satisfaction parity forces both companies to compete on long-term software care rather than one-time hardware specs. Expect both to start touting “years of AI updates” as loudly as they once did peak nits.