Samsung and LG are still the most popular smart TV brands in the U.S., according to a new Hub report. While Samsung and LG lead the way, the report found that Sony and Vizio also continue to be popular options for consumers, and Roku and Fire TV are starting to make their presence felt.
When asked what TV set they use most at home, 31% of respondents in Hub’s 2025 Evolution of TV Set report stated Samsung. Although the highest overall, the 31% represented a 2% decline on the 33% noted in last year’s report.
Likewise, while LG proved to be the second most popular brand with 16%, this was also down on the 19% reported in Hub’s 2024 Evolution of TV Set report.
In contrast to Samsung and LG, Sony and Vizio totaled 9% each in the 2025 report, marking no change for either company when compared to the year before.
Considering Samsung and LG both technically lost share, the latest data suggests the gap between Sony and Vizio and the two market leaders has closed a little over the past twelve months.
Roku and Fire TV Are Growing, Quick
Even though Samsung, LG, Sony and Vizio remain the most popular, Roku and Fire TV are steadily catching up. In particular, Roku, which only released its own first-party TV sets in 2023, registered 8% in Hub’s 2025 report, placing it fifth overall.
More impressively, the 8% was a significant increase on the 4% registered in the previous year’s report.
A similar pattern was in effect with Fire TV. Although Amazon’s platform only accounted for 5%, this was a significant increase on the 1% noted in the previous year’s report, placing Fire TV as the sixth most-used TV brand.
Elsewhere, Hisense remained at 4%, TCL dropped from 5% to 4%, and Insignia dropped from 2% to 1%. Considering Onn didn’t register in last year’s report at all, it is notable that Walmart’s brand accounted for 2% in this year’s report.
In general, the report found that US homes now own an average of two smart TVs.
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