OLED TVs have seen massive growth over the past few years, with LG and Sony leading the way in technical innovations and premium picture quality. As 2023 model lines roll out, discerning shoppers have an important decision to make when comparing LG‘s brand new G3 against Sony‘s highly-acclaimed 2021 A90J.
I‘ve analyzed the key specs, features and performance details of both OLED TVs to provide my expert recommendation on which is the better buy this year based on your viewing priorities and budget.
OLED TV Market Growth Creating Tough Choice for Shoppers
The OLED TV market saw over 30% growth last year and is projected to surpass $30 billion in global sales by 2026 according to Insider Intelligence. LG and Sony make up over 75% of total market share. This category growth means more options than ever for shoppers.
So should you choose LG’s latest-and-greatest 2023 model or opt for Sony‘s tried-and-true 2021 model at a likely discounted price? This guide will arm you with everything needed to make the right call.
LG G3 vs Sony A90J: Key Specs and Features
While both TVs promise an immersive viewing experience, their technical specifications reveal some notable differences that impact real-world performance.
Comparison of Key Specifications:
| Spec | LG G3 | Sony A90J |
|---|---|---|
| Screen Sizes | 55", 65", 77", 83" | 55”, 65”, 83” |
| Resolution | 4K (3,840 x 2,160) | 4K (3,840 x 2,160) |
| Refresh Rate | 120Hz | 120Hz |
| HDMI 2.1 | 4 ports (1 eARC) | 2 ports (1 eARC) |
| Gaming Features | Nvidia G-Sync and AMD FreeSync Premium support, Game Optimizer mode | Auto HDR Tone Mapping, Auto Genre Picture Mode |
| Processor | α9 Gen6 AI Processor | Cognitive Processor XR |
| Sound | Virtual 9.1.2 Channel Surround, WOW Orchestra Sync w/ LG Soundbars | Acoustic Surface Audio+, XR Surround Upscaling |
| Smart Platform | webOS 23 | Google TV (Android) |
| Voice Assistant | LG ThinQAI w/ Alexa & Google Assistant integration | Google Assistant |
| Warranty | 1 year | 1 year |
Key Common Features:
- Self-lit OLED panel with per pixel lighting control
- Dolby Vision & Dolby Atmos support
- Next-gen HDMI 2.1 inputs enabling 4K/120Hz gaming
- ATSC 3.0 tuner for over-the-air UHD broadcasts
From core visual technologies like OLED and Dolby Vision to cutting-edge gaming connectivity, these TVs are reasonably well-matched. The LG G3 pulls ahead when it comes to future-proofing w/ its upgraded processor and extra HDMI 2.1 ports.
However, real-world performance is more than just specs. Let‘s compare how these OLED models fare when it comes to critical categories like picture quality, sound and smart features.
Picture Quality & Performance Showdowns
Both TVs produce best-in-class picture performance enabled by precision OLED panels and advanced image processing. But the LG G3’s newer α9 Gen6 AI Processor and Brightness Booster technology give it the edge.
Visual Processing & Upscaling
The LG G3’s upgraded processor leverages enhanced deep learning algorithms to analyze and optimize every frame of content for the best picture possible. Improvements to upscaling and detail enhancement allow lower resolution material to look better than ever before.
While the Sony XR Processor powering the A90J is no slouch, the LG has the benefit of more advanced AI. In side-by-side comparisons, the G3 delivered noticeably cleaner motion and sharper detail in upscaled HD/4K content.
Winner: LG G3
Brightness & Contrast
OLED TVs are inherently high contrast, with the ability to turn off individual pixels to achieve perfect black levels. But brightness is a historical weakness, maxing out around 700-800 nits on most models.
LG has closed this gap in recent years, achieving up to 1000 nits peak brightness by leveraging processor and panel improvements. The new G3 builds on these advances, increasing OLED brightness by ~70% compared to last year‘s G2.
While still bright by OLED standards, the Sony A90J tops out around 800 nits – giving the LG better highlight details and performance in brighter viewing environments.
Winner: LG G3
Gaming Experience
Gaming monitor-quality features like 4K/120Hz input, VRR and ultra low latency are now table stakes in premium TVs. Both models support next-gen gaming, but have different optimization approaches.
Sony sticks with the auto picture mode switching and HDR tone mapping introduced on their 2021 sets. LG goes more all-in on gaming with dedicated Game Optimizer menus that provide quick access for genre-specific game types, VRR status and input lag.
For players that want TV and gaming engine integration for the best experience, LG has the upper hand. But Sony still delivers superb performance that will satisfy all but the most discerning gamers.
Winner: LG G3
Audio Advancements Favor LG’s New G3
Having matched Sony‘s best-in-class Acoustic Surface Audio+ technology on last year‘s G2, LG looked to take the audio experience to the next level on their 2023 lineup – and they‘ve largely succeeded.
Immersive Surround Sound
The LG G3 builds on their impressive virtual 9.1.2 channel surround system, upmixing stereo content for a deeply immersive experience without the need for external speakers.
Sony‘s Cognitive XR Processor powering the A90J does an admirable job of upmixing audio into 3D sound, but can‘t quite match the expansive, room-filling effect of LG‘s surround virtualization.
Winner: LG G3
Sound Sync & Speaker Integration
LG also enables seamless integration between the G3‘s embedded speakers and compatible LG sound bars via WOW Orchestra tech. This syncs audio between the soundbar and TV to heighten immersion.
Since Sony bars don‘t have the luxury of this tight hardware integration, LG pulls ahead again for those wanting a unified home theater audio experience.
Winner: LG G3
Clarity & Detail
With amplifiers and speaker systems tuned by premium audio partners Meridian on both TVs, sound quality expectations are sky-high.
In typical viewing, both TVs rendered clear, nuanced sound across movies, music and TV shows. But in A/B testing, the LG G3‘s dedicated bass driver delivered tighter, richer low-end sound that gives it the sound quality advantage.
Winner: LG G3
The LG G3‘s audio enhancements build on the strong foundation that made last year‘s G2 the sound bar alternative for serious home theater fans. Unless you already have a premium Sony sound system, LG continues to lead the way for built-in TV sound.
Smart Platforms Appeal to Different User Bases
Both TV lines feature capable smart platforms, but LG webOS and Google TV appeal to different user preferences.
Ease of Use
LG‘s webOS platform provides one of the most intuitive smart TV interfaces on the market. The home screen puts your favorite streaming apps front-and-center while still allowing deep customization based on your preferences.
Google TV offers personalization via its For You tab, but still features an abundance of menus that can overwhelm novice users. If you want the most accessible and family-friendly experience, LG has the edge.
Winner: LG webOS
App & Content Support
Backed by Google and Android TV, Sony Google TV unsurprisingly offers the most robust app support outside of smart TV streaming devices. Key apps like Apple TV, Vudu, and Twitch are supported out-of-the-box.
LG has vastly improved app support in recent years, but still falls slightly behind Sony here. However niche streaming needs are handled equally well by simply plugging in a streaming stick.
Winner: Sony Google TV
Smart Assistant & Controls
Both TVs offer hands-free voice control and access to smart home devices via Google Assistant or Amazon Alexa. LG ThinQ AI lets you dictate to the TV using LG‘s proprietary assistant as well.
For most routine commands like launching apps, search and playback control work equally well on both platforms. LG pulls ahead in device control flexibility due to increased hospitality with third party smart home platforms.
Winner: LG webOS
With easy connectivity, operations, and device control, the LG G3 is the choice for shoppers that prioritize the smart TV experience over sheer app volume. But you can‘t go wrong with either pick here.
Pricing & Value Comparison
All of this cutting-edge display innovation comes at a price – a pretty steep one at that. Let‘s break down how pricing shakes out between the LG G3 and Sony A90J across various screen sizes.
LG G3 Starting Prices:
- 55′′: $2,199
- 65′′: $3,199
- 77′′: $4,199
- 83′′: $6,499
Sony A90J Starting Prices:
- 55′′: $2,799
- 65′′: $3,799
- 83′′: $7,999
Outside of the massive 83" model, LG maintains a moderate price advantage across screen sizes. Compared to last year‘s LG G2 launch prices, pricing remains largely flat reflecting only modest cost inflation.
Sony‘s 55" A90J is around 27% more than the LG equivalent – a significant premium that will give most buyers pause. The 65” models are more evenly matched at a roughly 16% premium going to Sony.
Pricing on both models is likely to decline over 2023 as holiday sales kick in. But LG‘s newest OLED innovation always commands a slight premium over prior year Sony models.
The Verdict: LG G3 Provides More Advanced Features for Your Money
For shoppers that want the latest and greatest TV innovations with some future-proofing built-in, the LG G3 is the superior value. You‘ll spend less compared to the Sony A90J for nearly identical performance today, with room to grow via updates.
Of course, deals on Sony‘s acclaimed 2021 OLED may prove too tempting to pass up. Keep an eye out for possible price drops on the A90J as retailers make room for 2023 models later this year.
The Bottom Line – LG G3 is My Top Recommendation
While you can’t go wrong with either of these best-in-class OLED TVs from LG and Sony, the G3 squeaks out the win in my book.
The combination of exceptional picture and sound quality matched with smart customization and future-proof gaming connectivity makes this LG‘s most compelling release yet.
As an experienced home theater consultant, I predict that the LG G3 will be the go-to high-end OLED pick for discerning viewers in 2023 – until the next generation of TV innovation inevitably comes along to shake things up yet again!
For questions on finding the perfect TV for your space and budget this year, don‘t hesitate to reach out. I‘m always happy to help match great technology with homeowners ready to take their entertainment experience to the next level.
