This new Samsung OLED TV offers everything modern entertainment consumers need

For serious media consumers, especially anyone who really enjoys the newest prestige titles and games on the top consoles, an OLED TV seems like the best investment. With a thin design and individually-lighted pixels that contribute to a perfect contrast ratio, OLED models can best support the look and feel of the newest entertainment productions. And the few drawbacks to an OLED smart TV, namely the price and color brightness, seem to be fading away each and every year.

As someone who has enjoyed Samsung TVs for a long time now, I’ve witnessed how they improve on their deficiencies in an effort to create a comprehensive viewing experience. This is especially true when it comes to OLED models, a type of TV Samsung once ignored. I tested out its latest mid-range OLED model, the S90F, and in addition to the perfect contrast, it was surprisingly bright and colorful. With all the extra features that support my diverse interests, from enjoying a slew of streaming services to gaming on a PS5, this TV was most impressive and perfectly suited to my needs.

I spent a few weeks testing out this new model. Here’s what I found.

4.5/5

Brand

Samsung

Operating System

Tizen

Display Type

OLED

Display Resolution

4K (3,840 x 2,160)

This 2025 OLED smart TV makes for an immersive entertainment experience for all kinds of media, providing vivid colors, perfect contrast, and worthy brightness for films, shows, sports, and games. With a detailed gaming hub, lifestyle apps, and ambient modes, this TV is suited to the modern consumer.

Pros & Cons

• Perfect contrast and stunning brightness
• Terrific gaming features
• Fast processor and automatic AI settings

• Mounting is tedious
• Delicate
• Superfluous software and services

Price, availability, and specs

The 2025 Samsung OLED S90F features QD-OLED panels, which combine individually-lit pixels with a quantum-dot filter that allows for rich color, perfect contrast ratio, and a wide-viewing angle. It boasts 4K resolution and HDR10+ with a 144Hz refresh rate. Concerning audio, it supports Dolby Atmos, 360 spatial sound, and object tracking. It features the Tizen operating system, which includes smart assistant compatibility, Samsung TV Plus, and a suite of productivity and health apps. It offers ALLM, VRR, and FreeSync Premium Pro for gaming, as well as an online hub for Xbox GamePass subscribers.

It features 4 HDMI ports, including 1 eARC, 3 USB slots, and Wi-Fi 5. It’s available from Amazon, Best Buy, and directly from Samsung.com, which offers a price-matching policy. A 65-inch model retails for $2,500, but it was recently on sale for $1,600 from Samsung.com and Amazon.

What I liked about the Samsung OLED S90F TV

Stunning contrast and big brightness

There’s plenty to enjoy with this OLED TV that feels completely immersive and suited to the varied needs of modern consumers. From live sports to games, streaming Marvel movies to watching horror films, this OLED TV looked fantastic.

To start, it does feel like setting up a smart TV is getting faster and easier. It goes faster if you already have a Samsung account as well as streaming apps set up on your phone — I had the unit connected to Wi-Fi with a bunch of apps logged into and ready to go in a matter of minutes. I didn’t feel the need to tinker with too many settings right away.

Samsung’s AI picture customization settings go a long way to putting you in the right position from the jump if you’re less concerned with cinematic fidelity and more keen on watching something that feels good. The idea is that the TV analyzes your immediate space and automatically adjusts the settings, although I do think it’s worth taking time to go through each once you’re settled into your fixed entertainment room.

I first watched some of the more cinematic Marvel movies; colors jumped out while the action scenes were seamless and detailed. Everything I saw felt realistic and almost tangible. As expected, the contrast was terrific, and blacks showed up rich and intense on screen. What surprised me a bit was just how bright the screen was, especially when there was no ambient light. With overhead lights on, the screen still looked good as well, without any noticeable glare.

Gaming stood out. Playing some solo RPGs on my PS5, every movement and input felt instantaneous and effortless. The gaming hub grants a lot of different settings and assistance, allowing you to toggle HDR, VRR, a virtual map and aiming assist. You can also adjust the black levels or enact sweeping settings based on the type of genre of game you’re playing. All of it makes for a terrific experience for both console use and online play; Samsung offers online Xbox gaming with a subscription.

To the extent you want to use your smart TV as some kind of central smart home operating hub, there are apps and perks to enjoy. A slew of health, fitness, lifestyle, and productivity apps are available. Ambient Mode and a Daily Panel feature allow you to transform your TV into something more aesthetic or informative when it’s not actively ‘on.’ I’m not particularly enthralled by these extras, but I do see the appeal and engage with them on occasion.

What I didn’t like Samsung OLED S90F TV

Excess AI features can alter the viewing experience

There isn’t a ton about this TV that is worrisome. Like other Samsung TVs, it doesn’t offer Dolby Vision, but that isn’t as huge a knock as it used to be since HDR10+ is gaining in popularity. While the TV holds up in a well-lit room, it’s far better enjoyed in a dark environment. If the room is too bright, and you’re trying to watch darker media, especially older titles, you might start to notice some shadowing or issues with detail. There isn’t a lot of glare, but more blurring might be noticeable in dark scenes.

I do think the AI picture settings can be a bit problematic. I appreciate they do a bunch of things at once to make the image appear decent to those who aren’t interested in going into each setting, but it does feel like sometimes the visuals are off. Inherently, AI settings are artificial, and all those software enhancements are counter-intuitive to anything striving for fidelity; Filmmaker Mode itself strips all the excess modifications in order to preserve the creative’s intent. This Samsung TV also offers AI Optimization and AI Customization, two settings that seem quite similar and are in fact rather confusing. I appreciate there are settings that help out the casual viewer, but for those seeking a faithful viewing experience, further work is required.

Another concern might involve mounting — mainly, the process will require a lot of planning, patience, and caution. The TV is so thin, and it feels delicate, and because it will fit nearly flush against the wall, installation can be a bit tedious. Otherwise, the stand is easy to install, although the model is much better when mounted.

I still could do without some of the bloat; I don’t care for Samsung TV Plus and don’t feel inclined to use Bixby as my virtual assistant. There are a bunch of Samsung apps installed, many of which I find unnecessary, but their inclusion is more annoying than it is problematic.

Should you buy the Samsung OLED S90F TV?

I strongly feel that anyone who consumes a lot of different media, especially those who watch sports, stream titles, and play games on the latest consoles, is important to have a versatile and customizable smart TV that can hold up. This latest Samsung OLED model is definitely one of those TVs with its perfect contrast ratio, impressive color accuracy, and fast processing times. It’s certainly equipped for watching new and big-budget titles, but it’s also good at upscaling older content.

With four HDMI ports, automatic picture adjustments, and settings to optimize gameplay, this OLED TV is well-suited for diverse needs. You’ll want to set it up in a room where you can control the lights, because the image really pops when enjoyed in a dimly-lit room.

It comes at a good price for OLED models, and it’s definitely worth taking the extra time and effort to mount the unit. I enjoyed everything I watched and played on this smart TV, and it’s definitely a worthwhile investment.

4.5/5

Brand

Samsung

Operating System

Tizen

Display Type

OLED

Display Resolution

4K (3,840 x 2,160)

This 2025 OLED smart TV makes for an immersive entertainment experience for all kinds of media, providing vivid colors, perfect contrast, and worthy brightness for films, shows, sports, and games. With a detailed gaming hub, lifestyle apps, and ambient modes, this TV is suited to the modern consumer.