Samsung's oled push: art, gaming, and a quest for reflection-free viewing
Samsung is doubling down on OLED, unleashing a trio of new TVs – the S95H, S90H, and S85H – designed to elevate both picture quality and the overall viewing experience. After initial availability in select markets, the new lineup has officially landed in the US, revealing a clear focus on premium features, refined aesthetics, and a significant leap in gaming capabilities.
A design revolution: floatlayer and the samsung art store
The flagship S95H introduces Samsung’s innovative FloatLayer Design, a striking departure from traditional TV aesthetics. Reminiscent of The Frame’s design, but with a sleek metallic finish instead of a wood-like appearance, the S95H appears to float seamlessly against the wall, creating a gallery-worthy visual effect. But the design isn't just for show; it’s intrinsically linked to a major new feature: the Samsung Art Store. For the first time on an OLED model, owners can subscribe to a vast library of over 5,000 artworks from more than 800 artists and institutions, including prestigious names like the MoMA and the Art Institute of Chicago. A rotating selection of 30 artworks is also available through Art Store Streams, offering a fresh visual display when the TV is turned off. This marks a deliberate effort by Samsung to integrate its OLEDs more seamlessly into the home environment, moving beyond the perception of a large, black rectangle.
Picture power and glare-free performance
Under the hood, the S95H boasts next-generation 4K OLED panels, reportedly achieving a peak brightness of up to 3000 nits – a figure we'll need to verify in testing. The 55, 65, and 77-inch models utilize Samsung Display’s QD-OLED panels, while the 83-inch version incorporates a LG Display WRGB panel. Building on last year’s success, Samsung has retained its Glare Free technology, a key differentiator in the S95F, now also present in the S90H. Independent VDE certification for Real Black and Real Color further reinforces Samsung's commitment to delivering exceptional picture quality, even in brightly lit rooms.
Gaming gets a serious upgrade
Gamers will appreciate the S95H’s support for up to 165Hz refresh rates across all HDMI ports, alongside AMD FreeSync Premium Pro and Nvidia G-Sync compatibility. AI-powered game mode, Auto Low-Latency Mode (ALLM), HGiG, and a suite of gaming-specific features like the mini-map zoom and super ultra-wide view further enhance the interactive experience. All of this is orchestrated by the NQ4 AI Gen3 processor, leveraging 128 neural networks to optimize both video and audio processing.
The s90h: a premium experience for a wider audience
Stepping down from the flagship, the S90H offers a compelling blend of premium features and a more accessible price point. Available in sizes ranging from 42 to 83 inches, it utilizes a 4K OLED panel and retains key features like VRR support and HDR10+ Adaptive. While panel types may vary by region (WRGB from LG Display is possible on the 42, 48, and 83-inch models, while Samsung Display’s QD-OLED could be found on the 55, 65, and 77-inch versions), the S90H brings the advanced AI processing and enhanced picture quality of the S95H to a broader audience.
S85h: oled accessibility without compromise
The S85H serves as the entry point to Samsung’s 2026 OLED lineup. While it features a simpler design, a more basic audio system, and a two-year-old NQ4 AI Gen2 processor, it still delivers the core OLED benefits of deep blacks and infinite contrast. Available in 48 to 83-inch sizes, the S85H provides a strong foundation for those seeking an OLED experience without the premium price tag.
Pricing and availability
The new Samsung OLED lineup is currently available in the US with the following price points: S95H ($2,499 - $6,499), S90H ($1,399 - $5,299), and S85H ($1,199 - $4,499). European availability is expected soon, though pricing may differ.