If you buy a TV in 2023, chances are it will be branded as one of four primary display types: OLED, QD-OLED, QLED, or LED. Though performance varies depending on which specific model you buy, each technology has its own strengths and weaknesses that could make it better suited for different kinds of viewers.  Here's a rundown of pros and cons for each: OLED TVs An OLED (organic light-emitting diode) TV uses self-illuminating pixel technology to display its images without the need for a backlight.  Who it's best for: OLED TVs are best for people who want high-end picture performance in a space that doesn't let in a ton of ambient light. Though they still look good in most living rooms, they can be too dim for areas filled with direct sunlight. Pros: Cons: QD-OLED TVs A QD-OLED TV is a type of OLED TV that adds a filter of quantum dots in its panel to enable better color and brightness performance Who it's best for: QD-OLED TVs are great for people who want the absolute best picture quality. Since they're brighter than regular OLED models, QD-OLED TVs are suited for both home theaters and average living rooms alike, and they deliver a bit more HDR punch in highlights.   Pros:  Cons: QLED TVs A QLED is a TV that uses an LCD (liquid crystal display) panel with an LED (light emitting diode) or Mini LED backlight and a filter of quantum dots. QLED TVs may or may not include local dimming, which enables contrast control over specific LEDs on the screen. To get the best performance on a QLED TV, you should look for models with local dimming and a Mini LED backlight.  Who it's best for: QLED TVs are good for people who favor high brightness to get the best performance in rooms that let in a lot of outside light. High-end models can also deliver excellent overall picture performance with vibrant HDR highlights, but we still prefer OLED technology for the best quality in a home theater. Pros:  Cons: LED TVs An LED TV uses LCD panel technology with an LED or Mini LED backlight. Backlights can either be direct or edge-lit. The main difference between an LED and QLED TV, is that LED TVs don't use quantum dots. Most TVs branded as LED are budget-focused models without local dimming or wide color support, but there are some exceptions*. Who it's best for: LED TVs are best suited for budget shoppers. Most of these displays only offer basic image quality and lack the color and contrast performance you'd get on a QLED or OLED.  Pros:  Cons: *Sony still sells midrange and high-end TVs branded as just "LED" rather than "QLED." Some top Sony LED TVs include local dimming, Mini LEDs, and wide color support, which puts them in the same class as top QLEDs from other brands. But because Sony doesn't use "quantum dot" terminology for its wide color tech it doesn't brand these TVs as QLED.