The Super Bowl is a good time. You eat too much, you probably drink too much, and this year the halftime show features one of the biggest performers in the world. But three hours of fun isn’t a great reason to buy a new TV. The Winter Olympics, on the other hand, just might be. We’re talking a two-plus weeks of big events (literally) like Big Air Snowboarding, and if you grab a Peacock subscription (or own a good VPN), you can catch virtually all of it in 4K. For such an occasion, Samsung’s 77-inch S90F QD-OLED for $2,000 could be the perfect pairing.
The S90F is a gorgeous display and one of the best TVs of the year. While it doesn’t offer the same sizzling punch of Samsung’s flagship S95F, its modest brightness boost over the previous S90D provides more than enough gleam and sparkle for anything you can stream, including the rugged snowy peaks of the Milan Olympics. It has hovered around this price for a little while, but it likely won’t see a bigger discount until the end of the year.
I’ve been watching the initial events of the 2026 games on the S90F, and it’s already been a thrill ride. The Men’s Downhill training runs, which included high-speed drone cameras following the competitors for a POV look at the slopes at an insane 100-plus kilometers per hour, had my pulse quickening from the jump.
The vibrant colors, rich blacks, and gleaming white snow all look fantastic, while the TV’s 120 Hz refresh rate ensures the fastest images look smooth as silk. (One quick note for keen eyes: the larger 85-inch model doesn’t use the same quantum dot display for enhanced colors as the 77-inch model or the 65-inch version I tested, so it will perform slightly worse.)
The S90F is much more than a great sports TV, of course. Its excellent contrast and processing provide serious cinematic chops, from your favorite streaming services to 4K HDR Blu-rays. I’ve been impressed by the screen’s solid glare reduction, which isn’t quite as powerful as Samsung’s matte-screen models, but provides truer black levels for my money, leading to deep contrast in any room.
It’s also a great TV for watching in large groups: I love its off-axis performance when standing at a weird angle from the screen, which is among the best I’ve ever tested. That’s especially handy for larger TVs, letting the whole crew circle the screen without any noticeable loss of color or brightness from any position. Little touches like the solar-powered remote and Samsung’s improved Tizen interface make the TV intuitive to use as your daily driver.
If you’re an Olympic nut like me, and you’ve been waiting to pull the trigger on a new screen, now’s your moment. The S90F is a killer display, especially on a sweet deal.
