Samsung QE65S90F

Introduction

Introducing the S90F, Samsung’s mainstream OLED TV proposition for 2025. Positioned several rungs down the ladder from the ultra-premium S95F, it’s an artfully balanced amalgam of features and price, that looks more than able to duke it out with key rivals, such as the LG C5 and Sony Bravia 8.

Whether you’re a cinephile, joypad jockey or just want a superior telly to relax with, the S90F has got your back. But it comes with surprises and caveats, so don’t stop reading just yet…

Price

The Samsung S90F OLED TV is available in a range of sizes: 42-, 48-, 55-, 65-, 77-, and 83-inches. The model reviewed here is the 65-incher, also known as the QE65S90FAT.

It’s listed at £2,699 (a price that’s unlikely to stick) in the UK. In America, it’s available for $2,698. In Australia, it’s AUD$TBA.

Design

• Unpretentious build
• Slot-in plastic feet
• Two remote controls supplied

The S90F adopts a cookie cutter design. It looks entirely respectable, with minimal bezel and relatively thin profile, but there’s nothing here that’ll make interior designers squeal with delight.

What is noteworthy though are its feet. These plain plastic boots, positioned centrally, are installed with a neat key-lock mechanism. A quick shove and they’re in place, no screws to wrestle with. I approve.

The screen lacks the anti-glare matte treatment used on the S95F, but I tend to think the more glossy approach adds depth to black levels. However it does come with a slight propensity for reflections under bright lights, so you’ll see lamps and lights, so some care in positioning is worth taking.

Connectivity

• Four HDMI V2.1 inputs
• Bluetooth
• Dual terrestrial and satellite tuners

The S90F doesn’t skimp on connectivity options. While many of its rivals still ration High Frame Rate support to two HDMI inputs, Samsung offers it on all four (one also being eARC-compatible, naturally). There are also two USB ports, an optical digital audio output, Ethernet LAN, and dual tuners for terrestrial and satellite reception.

Everything plugs into the back. There’s no separate One Connect box – an omission that many will appreciate.

The screen also has Wi-Fi and Bluetooth for wireless connectivity.

User Experience

• Fresh menu design
• Voice assistant control
• Game dashboard

Changes to Samsung’s traditional menu design, plus refinements to Tizen, make living with S90F a delight rather than a chore.

The new menu system is much less intrusive, with compact windows confined to the corner of the screen, rather than dumped centrally. This makes adjustments much easier to make. You can alter the size of said menu window to suit your mood.

Samsung’s Tizen OS has been given a bit of a refresh. Operational niceties include a Daily Board that allows you to pin Notes to the screen for friends and family, display weather information or monitor connected SmartThings gadgets.

Voice control is available using either Amazon Alexa or Samsung’s own Bixby AI platform. There’s also support for different User profiles.

Tizen remains a well-stocked content platform. All the big streamers are onboard, including Netflix, Prime Video, Disney Plus, YouTube, Rakuten TV, Apple TV+, and NOW.

The screen comes with two remote controls. One is a standard looking IR wand with plenty of buttons; the other is a slick, solar-powered Bluetooth pointer. Both have dedicated shortcuts for Netflix, Prime Video, YouTube and Samsung TV Plus.

Features

• AI sound and Vision settings
• Voice assistant control
• No Dolby Vision

If menu diving isn’t your thing, Samsung offers a host of AI-powered features to take care of business, enabled by the same advanced NQ4 AI Gen 3 processor that’s used on the brand’s flagship S95F series. 

As part of the set-up routine, you have the option to engage Adaptive Picture, Adaptive Sound Pro, Adaptive Volume, and Active Voice Amplifier Pro. If you’re not quite sure what to do, you can always come back and flip the switch later. Said chip set also handles AI-based 4K upscaling and motion processing.

I wasn’t actually a fan of the assorted AI audio enhancements offer, and after a brief dabble, opted to turn them off, as they really upset the overall sonic balance of the TV. Adaptive Picture, which enables the set to adjust for changing ambient light, is rather more benign, and does prove useful.

When it comes to HDR, the set supports HDR10, HLG and HDR10+ Adaptive, but as I’ve come to expect from Samsung, there’s no Dolby Vision. This remains an irritation, although it must be said that this model’s HDR performance is such that tone mapping becomes something of a moot point when it comes to the vast majority of HDR content, which is mastered to a nominal ceiling of 1000 nits.

Gaming

• 4K 120Hz universal support
• Dedicated Games interface
• Motion Plus Processing

For gamers, the S90F is something of a dream. With 4K 120Hz available across all four HDMI inputs, plus a dedicated gaming interface that allows for fine-tuning and monitoring of game-specific parameters (such as Game Genre, Game Motion Plus Processing for low input lag with some image enhancement, frame rate and resolution), the TV makes fast-paced console action feel both smooth and immersive.

PC gamers can force a 144Hz refresh rate, and there’s VRR (Variable Refresh Rate), FreeSync Premium, and G-Sync compatibility too. 

If casual gaming is more your thing, you can also play streaming games from Amazon Luna and Xbox Game Pass. Just pair a game controller to the set, and you’re good to go.

Picture Quality

• Strong peak HDR
• Filmmaker Mode

Now, let’s talk picture. The 65-inch QD-OLED S90F is a beautiful looking screen capable of stunning brightness and outstanding colour reproduction, but therein lies the rub.

Rather confusingly, Samsung likes to quietly mix panel technologies, so not all S90F screens are created equal. Indeed, the majority of the various S90F screen sizes available use every day W(hite) OLED panels

This 65-incher though, is QD-OLED, which is capable of a wider colour gamut and higher levels of brightness. At least, I believe it’s QD-OLED. Samsung is keeping mum. Confirmation though can be found in the model number. The ‘T’ in the suffix of this model apparently denotes a QD-OLED screen, while other models in the range have ‘E’, for WOLED.

Regardless. The set’s HDR performance is impressive. I measured peak brightness up to 1990 nits on a 2% patch and around 1783 nits on a 5% patch, although this was in Dynamic mode. This drops back to just under 1,000 nits in Standard mode with a 10% window. Contrast is pronounced, with inky blacks and bright peak highlights.

There is also quite a pronounced difference in performance, depending on your choice of picture preset. Picture modes include Filmmaker, Dynamic, Movie, Standard, and Eco.

Filmmaker mode significantly dims the image, which dulls small bright pinpricks, such as the stars seen in sci-fi shows. Dynamic shows the panel unfettered, but this mode rather oversaturates colour. Standard remains a good compromise, as is Movie mode.

Motion interpolation is generally fine. Picture clarity settings can be left on Auto for most of the time, as fast moving action is largely free of artefacts. I was aware of some minor issues when watching an animated Spidey web-slinging his way around New York during Your Friendly Neighborhood Spider-Man (Disney+), but it was nothing villainous.

Ultimately, what most impressed me about the S90F was the immaculate balance of its pictures. Brightness, colour contrast and detail work in perfect harmony.

It didn’t matter if I was watching in SDR or HDR. Images looked sharper than Stanley Tucci on red carpet night.

Upscaling

• Subtle SDR to HDR processing
• Great with texture and fine detail

Given that much of what we watch remains 1080p SDR (unless you’re a certified 4K snob), upscaling is important, and the S90F is well equipped.

Samsung’s advanced NQ4 AI Gen 3 processor takes centre stage here, offering AI-based 4K upscaling that adds subtle HDR-style highlights to SDR programmes.

A run through of Lost (Netflix) shows just how good the set is at upscaling HD. Textures and details come through crisply without the image ever looking like it’s being consumed by Smoke Monster noise.

Sound Quality

• 2.1 channel configuration
• 40W power output

The S90F is equipped with a 2.1-channel audio system, outputting at a max 40W. While the sound is wide and dialogue intelligible, it doesn’t quite deliver the punch of a dedicated sound system.

Still, for casual viewing, the built-in speakers will suffice. For an immersive cinematic experience, pairing the TV with a Dolby Atmos soundbar or home cinema system is advisable.

Should you buy it?

FAQs