Samsung OLED S90F 65"

The Samsung S90F is a 65-inch OLED that punches above its weight for gaming with a 144Hz refresh rate and four HDMI 2.1 ports. Picture quality is stunning after some tweaking, though out-of-the-box settings and the minimalist remote are common frustrations. Prices swing wildly from $1,398 to $1,996, so shop around for the best deal. It's a top pick for gamers and movie lovers willing to customize their settings, but videophiles wanting perfection without effort should look at Sony or LG.

Let's talk about what that NQ4 AI Gen3 processor actually does. On paper, it's using 128 neural networks to upscale content to 4K and optimize sound. In practice, the results are mixed. For high-quality 4K HDR content, this TV is a stunner. The OLED panel delivers the kind of perfect blacks that make space scenes look infinite, and the HDR10+ support means compatible content pops with specular highlights. The 144Hz refresh rate is a real benefit for gaming, and our gaming score of 80/100 puts it well above average. Motion Xcelerator tech keeps fast action smooth, and you get all the gaming goodies: VRR, ALLM, and four HDMI 2.1 ports. That's enough to plug in a PS5, Xbox Series X, a soundbar, and still have a spare.

But here's the catch. That AI upscaling, which Samsung heavily markets, doesn't work magic on everything. A common theme in user feedback is that standard-definition content still looks rough. The processor can only do so much with a low-resolution signal, and some owners found the upscaling ineffective or even a bit artificial-looking. The built-in 3.1.2 channel speaker system with Dolby Atmos is decent, landing in the 88th percentile for audio, which is one of the best on the market for built-in TV sound. It's perfectly fine for casual viewing and news, but for movies and games, you'll still want a dedicated soundbar. Samsung's Q-Symphony feature lets you pair it with their soundbars for a fuller soundstage, which is a nice option.

The LG OLED evo C5 series is the most obvious rival. Both are 65-inch OLEDs aimed at the same buyer, but they have different philosophies. The LG C5 typically offers better color accuracy out of the box and a more polished smart TV experience with WebOS. The Samsung S90F fights back with a higher 144Hz refresh rate versus LG's 120Hz, and its Q-Symphony audio integration is a real perk if you're in the Samsung ecosystem. For pure gaming, the Samsung has a slight edge. For a fuss-free cinematic experience, the LG might be the safer bet.

Then there's the Sony BRAVIA XR A95L. It's in a different price bracket altogether, but it's worth mentioning because it represents the top end of picture processing. Sony's cognitive processor delivers a more natural, filmic image that videophiles adore. The Samsung is brighter and faster, making it better for a mixed-use living room with lots of gaming and sports. The TCL QM7K and Hisense U8 series are also competitors, but they use Mini-LED, not OLED. They get significantly brighter and are better for very bright rooms, but they can't match the S90F's perfect black levels and pixel-level contrast. If you watch a lot of content in a dark room, the OLED wins every time.

Pricing on the S90F is a bit of a moving target, with a spread from $1,398 to $1,996 across different vendors. That's a nearly $600 gap, so shopping around is essential. At the lower end of that range, this TV is a fantastic value. You're getting a large, current-generation OLED with top-tier gaming features for less than many competitors' mid-range models. The bundle deals that include a Music Frame speaker or a Q-Series soundbar add even more value if you were already planning to upgrade your audio.

Compared to the LG C5 series, which is a direct competitor, the Samsung often comes in at a slightly lower price point while offering a higher refresh rate. The trade-off is that LG's WebOS is generally considered more user-friendly than Samsung's Tizen, and LG has a longer track record with OLED panels. If you find the S90F near that $1,400 mark, it's hard to beat. At the full $2,000, you're inching close to Sony's BRAVIA XR territory, where you'd get superior picture processing and out-of-the-box accuracy, though you'd sacrifice that 144Hz refresh rate.

Samsung's S90F sits in a sweet spot for 2025. It's the OLED for people who want that perfect contrast and vibrant color without jumping to the absolute top of the price ladder. You're getting a 65-inch panel with a 144Hz refresh rate, which immediately tells you Samsung is serious about gaming, but the real story here is the new NQ4 AI Gen3 processor. It's the brain that handles everything from upscaling your old DVDs to smoothing out a fastball in a live game. This isn't a flagship that demands a second mortgage, but it's packed with tech that would have been top-tier just a year or two ago.

Who's this for? It's for the movie lover who also games on a PS5 or a high-end PC. It's for the sports fan who hates motion blur. And honestly, it's for anyone who's been holding out for an OLED but didn't want to deal with the dimness that plagued earlier models. The S90F gets bright enough for a sunlit living room, and our display benchmarks put it in the 92nd percentile, which is a standout result. But there's a personality quirk here. The user sentiment score is strong at 88/100, yet the picture quality metric sits at a mediocre 37th percentile. That mismatch tells a story we need to unpack.

That story is about out-of-the-box tuning. The raw hardware is clearly capable, but the AI processing and default settings seem to be a point of contention. Some owners rave about the punchy colors and deep blacks, while others are digging through menus trying to fix brightness and contrast. It's a TV that rewards a little patience. If you're willing to spend 20 minutes dialing in your picture settings, you'll likely be thrilled. If you want perfection right out of the box, you might find yourself frustrated with the remote's minimalist design, which is a recurring gripe we see across user reviews.

You should skip the S90F if you want a TV that looks perfect without any menu diving. The out-of-the-box picture settings are a weak spot, and if you're the type to just plug it in and never touch the settings again, you'll likely be underwhelmed. The minimalist remote and Tizen interface add to the friction, making simple adjustments feel like a chore. For a more intuitive, accurate-out-of-the-box experience, look at the LG C5 series or a Sony BRAVIA.

Also, if your viewing diet consists mostly of standard-definition cable or old DVDs, this TV won't magically fix that content. The AI upscaling has its limits, and you might be disappointed. A high-end Mini-LED TV like the Hisense U8 or TCL QM7K might handle lower-quality sources more gracefully while still giving you excellent brightness and contrast. And if you're in a room with tons of uncontrolled sunlight, a brighter Mini-LED set will serve you better than any OLED.

If you're a gamer who also loves movies, the S90F is one of the best choices on the market right now. That 144Hz panel with four HDMI 2.1 ports is a future-proof setup that will keep a PS5 or high-end PC running at full tilt. The OLED picture is gorgeous once you've spent a little time dialing in the settings to your liking. Pair it with a Samsung soundbar to take advantage of Q-Symphony, and you've got a killer home theater and gaming hub that doesn't break the bank, especially if you snag it at the lower end of its price range.

For the plug-and-play crowd, I'd hesitate. If you hate fiddling with settings and just want the best picture right out of the box, the Sony A95L or even the LG C5 will treat you better. The Samsung's Tizen interface and that tiny remote can be a source of constant low-grade annoyance, and the AI upscaling won't fix your old DVD collection. But if you know your way around a picture settings menu and want raw speed and contrast for a great price, this is a fantastic panel. Just buy it from a reputable seller, as some third-party vendor experiences have been sketchy.