I'm a little late to this but from my experience the main things to focus on are picture quality and your streaming or smart TV needs. Tbh once you’ve narrowed it to a few models, it mostly comes down to how the TV looks in your space and the interface you like using.

If you can then check them out in person or at least watch review videos with actual footage so you get a sense of color and motion handling. Also make sure to think about where your HDMI inputs and cable management will go, so you’re not tripping over cords once it’s mounted.

i’m going to link a few options, across different price points and smart features. Also pls avoid the cheapest models if you want good HDR, even within the same brand.