I have a Sony and an LG, both 65 inches 4K.
The LG tends to have slightly better picture in terms of the black, mine is a OLED. so since each pixel can be turned off individually true blacks simply have the pixel turned off, vs my Sony which is backlit, so it can't get a "true black". Not that it's really noticeable most of the time, but it's technically a better picture with the ability to get the true black.
I have noticed that there's a bit more of the "burn in" affect with my LG/OLED so if you plan on doing any gaming take that into account. Normal TV/movie usage you're unlikely to really have any issue, but if you game for hours you'll likely have elements from your HUD get burned in. Or if you pause a movie for an obscenely long time you could have that picture burn in. Usually it goes away after a few minutes, but I've heard stories of people having it remain permanently.
My Sony I think is better for gaming, especially since I have a PS5 so they "talk" to each other nicely. When setting up a console on the LG I had to play around with more settings to get it right vs with my Sony, all I needed to do was enable the UHD port for the 4K and I was golden, the remote for my TV even works for my playstation so it makes movies easier.
Honestly things look great on either screen though, so unless you're a real stickler for picture, you probably wont notice too much, especially without a side by side comparison.
Both TV's (IMO) need a soundbar or speaker setup if you want good quality, but that's pretty standard with modern TV's, I'm assuming it has to do with the thinness, but I'm also sure that companies are skimping on the audio quality to push consumers into getting the soundbar. Not that it's so bad without it that you can't manage or anything, but if you're looking for the home theatre experience it's worth looking into.
Any TV you get look into getting backlighting for it, makes a huge difference when watching the screen in darkness. You don't have light reflecting off the screen from behind you/facing the TV, and you don't have light in your eye from behind it. Makes it a lot easier on your eyes. If you want to get crazy fancy you can do dynamic lighting, but a cheap strip of LEDs with a remote works just as well IMO.