Roku vs Samsung:Which is more popular?
In September 2026, Roku had more branded searches than Samsung among TV brands in the United States. Roku had about 301,000 branded searches, while Samsung had 165,000. Roku made up 30.6% of all TV brand searches we track, and Samsung accounted for 16.8%. When we asked ChatGPT and Google AI Overviews about TV brands, Samsung appeared in four of the five answers and Roku in one. Samsung was mentioned before Roku in four out of five answers.
Who do people search for more?
Roku, about 82% more searches than Samsung
Who does AI mention more?
Samsung, mentioned in 4 of 5 answers, Roku in 1
Who does AI recommend more?
Samsung, named ahead of Roku in 4 of 5 answers
Follow Roku vs Samsung and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top TV brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Samsung was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Roku was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Samsung was listed before Roku in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Samsung4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
LG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Hisense4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
TCL2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Sony2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Roku1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Vizio1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Insignia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Panasonic1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Element0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about TV brands
5 answers
Asked ChatGPT
“Which TV should I buy?”
Asked ChatGPT
“What are the best TV brands?”
Asked ChatGPT
“What is the best 65 inch TV?”
Searched Google, AI Overview
“tv”
Searched Google, AI Overview
“best tv”
Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.
Share of searches by month for Roku, Samsung. The figures are in the table below the chart.
View monthly share of searches table
| Month | Roku | Samsung | LG | Vizio | Hisense | TCL | Sony | Insignia | Element | Philips | Panasonic | Sharp | Toshiba |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.5% | 21.6% | 11.8% | 8% | 8% | 6.5% | 5.3% | 3.6% | 1.3% | 1.1% | 4.4% | 0.87% | 1.1% |
| Nov 2025 | 28.9% | 19.3% | 10.6% | 8.6% | 8.6% | 7.1% | 7.1% | 3.9% | 1.2% | 0.95% | 2.1% | 0.78% | 0.95% |
| Dec 2025 | 28.9% | 19.3% | 10.6% | 10.6% | 8.7% | 7.1% | 4.8% | 3.9% | 1.2% | 1.2% | 1.7% | 0.95% | 1.2% |
| Jan 2026 | 31.2% | 17.1% | 11.4% | 9.4% | 7.7% | 7.7% | 6.3% | 3.4% | 1.3% | 1% | 1.5% | 1% | 1% |
| Feb 2026 | 31.8% | 17.4% | 9.6% | 9.6% | 7.8% | 7.8% | 6.4% | 3.5% | 1.3% | 1% | 1.6% | 1% | 1.3% |
| Mar 2026 | 31.4% | 17.3% | 9.5% | 9.5% | 7.7% | 7.7% | 6.3% | 4.2% | 1.5% | 1.3% | 1.3% | 1% | 1.3% |
| Apr 2026 | 33.5% | 15% | 10.1% | 10.1% | 8.2% | 6.7% | 6.7% | 3.7% | 1.3% | 1.3% | 1.3% | 0.9% | 1.1% |
| May 2026 | 30.3% | 16.6% | 9.1% | 11.1% | 9.1% | 7.4% | 6.1% | 4.1% | 1.5% | 1.2% | 1.2% | 1% | 1.2% |
| Jun 2026 | 32.6% | 14.6% | 9.8% | 9.8% | 9.8% | 8% | 5.4% | 4.4% | 1.3% | 1.1% | 1.1% | 0.88% | 1.3% |
| Jul 2026 | 32% | 17.6% | 7.9% | 9.6% | 9.6% | 7.9% | 5.3% | 4.3% | 1.3% | 1.3% | 1.1% | 0.86% | 1.3% |
| Aug 2026 | 30.5% | 16.7% | 9.2% | 11.2% | 9.2% | 7.5% | 6.1% | 4.1% | 1.2% | 1.2% | 1% | 0.82% | 1.2% |
| Sep 2026 | 30.6% | 16.8% | 13.7% | 9.2% | 7.5% | 7.5% | 5% | 4.1% | 1.2% | 1.2% | 1% | 1% | 1% |
How has the Roku and Samsung comparison changed over the last 12 months?
3 findings
- Roku was ahead of Samsung in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Roku’s share of searches among TV brands in the United States moved from 26.5% to 30.6%, and its estimated monthly branded searches moved from 246K to 301K.
- Across the 12 months ending September 2026, Samsung’s share of searches among TV brands in the United States moved from 21.6% to 16.8%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for United States TV brands in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Roku’s and Samsung’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among TV brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.