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Instead of a specific brand, I looked at what open box / display models the local places had available. I ended up with a Samsung model that was marked 70% off MSRP.
The operating system is probably not great but it's connected to a Nvidia Shield so I've never interacted with the OS beyond the initial setup.
I'd say this kind of decision has more to do with the user interface being easily navigable for your parents and what their technical proficiency is rather than trying to pick a television that might last a decade or more.
Oh that's a great tactic. How easy do you find open box TVs in local shops?
A few of the larger electronics retailers here have open box sections on their websites. I called several smaller ones, but due to their size they either didn't have model units at all or only had one or two. One place I went to found they had some returned televisions in the back that they'd never put back on the sales floor, but being effectively brand new they only offered a ten percent reduction.
The website listings were ideal because as made it less arduous to compare specifications. In my case I was rather particular about certain technical details, so it might be simpler for someone that cares less about colour uniformity or input lag for example.
That said, I've now remembered that once I'd narrowed it down from a couple dozen options to three televisions, the deciding factor was nothing technical but instead it was the only user interface factor that I do see: it turns on and off with an animation reminiscent of old tube television. I'm not looking forward to replacing it because I find this power on visual so funny with a modern screen.
It might be handy for you to check out rtings accelerated longevity tests and see if you can find those models at a discount. I make use of their tests pretty often.