I drove myself crazy the last few months.... here is my reco....
Pick size first.....
Is it your main tv or some tv in another room that won’t be watched all the time...
If it is main tv, and oled at the size you want is in budget, pick oled.
If going into LCD land... so many choices.... I ended up getting a 65inch Vizio M from bestbuy for 650 and it looks great.... 90 dimming zone model. This is not my main tv. It is crazy how cheap TVs have become over the years. Is it the best.. nope..... does it look great for the dollars, yes indeed. I also looked at the Sony 900f which upscale better then the Vizio...and just seemed to be an all around good tv.