Getting ahead of the game and already started researching which OLED TVs to look out for during Black Friday?
Curious to find out which premium OLED sets are most worthy of your attention and hard-earned cash?
Or just a cinephile who likes to keep tabs on our home cinema reviewers’ latest OLED TV recommendations?
If the answer to any of those questions is yes, you’re in the right place. In this buying guide, we detail the best OLED TVs we have reviewed and can recommend for every price point.
Every OLED on the list has passed through our reviewing rooms and been thoroughly run through our comparative testing process. You can get a detailed breakdown of how we test OLED TVs at the bottom of this guide.
The short version is that we run sets side by side in our controlled rooms to make sure we know first-hand how they compare. Only then can we let you know which are worth investing in – and, just as importantly, which are worth avoiding.
I’ve been testing OLED TVs most of my 16-year-plus career as a technology journalist. That means I’ve spent more hours than I care to detail sitting in our dedicated test room, in the dark, comparing each year’s sets for picture and audio quality. While some may find this a little too close to Groundhog Day for their liking, I’ve always enjoyed the experience for one key reason – the tech never stops developing and there’s always something new to check out. Most recently this has been spearheaded by the arrival of brightness-boosting technologies such as MLA and QD-OLED, which have forced us to re-evaluate our expectations at the top end of the already premium OLED market.
Best premium
The Samsung S99H is the firm’s latest flagship QD-OLED. It’s also the finest Samsung OLED we have tested, and the ultimate option for buyers with deep pockets willing to pay for the absolute best of the best right now.
At a hardware, design and tuning level, the S99H is a big departure on Samsung’s past premium OLEDs.
For starters, the TV has an eye-catching “two-layer” design that places the screen on a giant metal plate. Samsung says this is to give it a premium aesthetic and make it look more at home when wall-mounted. Truthfully, it was a marmite factor for our reviewers – but it does make the TV one of the most interesting-looking on this list. Within the frame you’ll find a new refined QD-OLED panel which can hit a whopping 2700 nits in the TV’s Movie picture mode – making it significantly brighter than the older S95F.
It features the same NQ4 AI Gen3 Processor as last year’s model and a very similar feature set. That includes four HDMI 2.1 inputs for gamers who want to connect multiple current-generation consoles and a Dolby Atmos soundbar or system to the TV, plus the same 4K/165Hz support. The only feature you won’t find on this TV is Dolby Vision, with Samsung choosing to favour and promote its own HDR10 rival.
Most importantly for this buying guide, running the TV head to head with its predecessor, as well as the Bravia 8 II and LG G6, we found it is a very different performer to past Samsung sets.
Gone are the bombastic colours and slightly aggressive processing. In their place, our reviewers were treated to a much more refined, finessed performance, with the set consistently delivering dazzlingly bright highlights, awesome contrast and excellent three-dimensional depth.
Hence our reviewers’ glowing verdict:
“There’s no other way of putting it; Samsung has knocked it out of the park with the S99H. With a refined approach to picture tuning, a feature set that (with one key caveat) many TVs can only dream of, and a greatly improved sound system compared with last year’s model, the company’s latest flagship OLED TV takes the title from the S95F as the best TV the company has made to date.”
In fact, our only minor quibbles with the S99H are that it sometimes loses a bit of dark detail during tricky low-light scenes and its sound system is a little underpowered – so budget for a decent soundbar as well.
Read our full Samsung S99H review
Attributes |
Notes |
Rating |
|---|---|---|
Picture |
Dazzlingly bright highlights |
★★★★★ |
Sound |
Lacks punch |
★★★★☆ |
Features |
Great, but missing Dolby Vision |
★★★★☆ |
Best mid-range
If the S99H is a bit too rich for your blood, then we recommend checking out the 65-inch LG C6. Our reviewers recommend it as the best OLED TV for most people.
Though its specification sheet makes it look like only a minor upgrade on last year’s model, from our testing, the C6 middle child in LG’s range offers the best performance per pound value for OLED buyers.
For starters, the set has all the features most people need. The HLG, Dolby Vision and HDR10 standards are all supported, and it has four HDMI 2.1 inputs – which can all play games at 4K/165Hz for PC gamers and 4K/120Hz for consoles. WebOS also supports every app under the sun.
Most importantly, while the 65-inch model doesn’t have a next-generation Primary RGB tandem OLED panel, as the (even) larger sizes of the C6 and the firm’s flagship LG G6 do, it still provides excellent picture quality and is a clear step up from last year’s C5.
Throughout the testing process, the 65-inch C6 delivered a brighter, richer, more refined picture than any other step-down OLED we have reviewed, so it comfortably earns a place on this list. As we say in our full review:
“We don’t typically get too excited about processor upgrades, but the Alpha 11 Gen 3 has forced a brighter and richer performance out of the same OLED EX panel technology, and improved upscaling and shading subtlety. The extra brightness and richness have benefits across the picture, resulting in a more enticing, dynamic and three-dimensional delivery.”
The only minor word of warning we have is that, while the C6’s sound has been improved, it’s still far from perfect. As with pretty much all TV speakers, the audio is too thin and doesn’t have the finesse for a truly immersive home cinema experience. So you will probably want to budget for a soundbar with it.
Read our full 65-inch LG C6 review
Attributes |
Notes |
Rating |
|---|---|---|
Picture |
Punchy, but never overbaked |
★★★★★ |
Sound |
A step in the right direction, but not perfect |
★★★★☆ |
Features |
Flawless HDR and gaming specifications |
★★★★★ |
Best small
Small OLED TVs have had a hard time in recent years. Next-generation panel technology’s refusal to trickle down, and conservative tuning mean they are usually dimmer and a smidgeon less impactful than their larger siblings.
Which is why the 48-inch LG C6 is such a breath of fresh air.
The firm refuses to confirm our theory that the smaller C6 has a next-generation Primary RGB Panel, but, regardless, our testing revealed it is – by a country mile – the best small OLED currently available.
Running it against its larger 65-inch sibling and previous-generation 48-inch sets, it offered a colourful and contrast-rich picture.
In fact, for the first time in recent memory, we found it genuinely matched the performance of its larger sibling in nearly all the areas we care about, including colour volume, dark detail and peak brightness.
The only ongoing compromise is its audio. Thanks to the set’s smaller dimensions, the 48-inch C6 remains weaker and even thinner-sounding than the 65-inch model.
Considering its strengths, though, along with the fact that at this level you really should purchase a soundbar to go with your TV, this is more than forgivable. Add to that its four HDMI 2.1 inputs for gamers, and the 48-inch LG C6 easily earns its place on this list. As we say in our review:
“If our theory is correct, it’s probably the cheapest way to acquire an RGB Tandem OLED TV, and if it’s not, then we’d really like to know how LG has pumped the brightness and vibrancy up to this extent. Regardless, it’s fully featured, talented in the picture and sound departments, and it proves that you don’t need to sacrifice a considerable chunk of your living room to achieve a cinematically satisfying experience.”
Read our full 48-inch LG C6 review
Attributes |
Notes |
Rating |
|---|---|---|
Picture |
A huge step forward for small OLEDs |
★★★★★ |
Sound |
A little thin, but fine for casual TV watching |
★★★★☆ |
Features |
Flawless HDR and gaming specifications |
★★★★★ |
Also consider
Samsung S85H: If for whatever reason you’re dead against buying one of last year’s models, but are tight on cash, the Samsung S85H is the best entry-level model we have tested. The set offers decent gaming features and a pleasingly entertaining, albeit not perfect, picture. But be warned, its speakers are severely underpowered.
LG G6: Buyers who want a latest-generation flagship OLED, but aren’t completely sold on the S99H should consider the LG G6. It features a super-bright Primary RGB Tandem OLED panel and one of the punchiest, but never overbaked, home cinema experiences you’ll find on a new TV this year.
Samsung S90F: If you want a small-ish OLED, the Samsung S90F is the best option. We tested it directly next to the LG C5 and found it offers a punchy picture that’s ably backed up by flawless gaming specifications and a practical stand design that makes taking advantage of its four HDMI 2.1 inputs a doddle. Just be warned it can occasionally be too aggressive with its handling of colours, with reds in particular occasionally looking overcooked. Its speakers are also particularly weedy, to the point our reviewers could easily hold a conversation, even with the TV's volume set to 100.
Sony Bravia 8: The Sony Bravia 8 was the TV that sat at the top of this list for most of the past year as the OLED we recommended for most people. It’s only since we’ve reviewed this year’s latest sets that it’s been dethroned by its premium sibling, the Bravia 8 II, and the LG C5. But if the C5 doesn’t sound quite right and you don’t need four HDMI 2.1 inputs, the base Bravia 8 is a fantastic, in some ways superior, choice. This is especially true if you plan to commit the cardinal sin of not purchasing a soundbar with your new OLED, with its inbuilt sound system offering much better detail and directionality than the C5.
What we look for in an OLED TV
Value for money: Even though OLED TVs are by nature a luxury item, whenever we review any product we put performance-per-pound (or dollar if you’re in the US) first. This is a key metric we use to determine if something is good value for money – which is why if an OLED costs thousands more than a direct rival we expect it to perform significantly better.
That said, we still base our recommendations on performance and expect every set to achieve a baseline. To decide what this is we always see how they perform directly against rivals and step up or down models in our dedicated viewing rooms.
Picture quality: This is a primary point we look at when reviewing any OLED set. Key factors include: are the colours accurate? How good is the motion handling (which is a fancy way of saying do movements look natural and free of the dreaded Soap Opera Effect)? Is the picture vibrant and enticing? Is the HDR performance up to scratch in all the common standards, such as HDR10+, Dolby Vision and HLG? Are blacks deep enough and is there plenty of shadow detail?
Audio: On top of that, we gauge any OLED’s audio performance. There are plenty of OLED TVs doing the rounds with attached speaker bars purporting to “remove the need for a soundbar or speaker package”. We’re yet to find one that delivers on this promise so we still check key things such as how they handle bass-heavy scenes, dialogue, and (where applicable) surround-sound formats and/or Dolby Atmos.
Gaming: Given that many people now regularly play games on their TV, when reviewing an OLED we always make sure it features the connectivity required to run a current generation console or PC at full speed. Key things include the ability to run games in 4K at 120Hz, whether or not it suffers from input lag and support for gaming-specific HDR standards, such as Dolby Vision Gaming. Of course, we also go beyond the specs and test whether games look and feel good when played through the TV on test.
How we tested OLED TVs
How we test OLED TVs
Why you can trust What Hi-Fi? Our expert team reviews products in dedicated test rooms, to help you make the best choice for your budget. Find out more about how we test.
What Hi-Fi? tests OLEDs using the same approach it does with any category of products.
As a starting point, we always test OLEDs in controlled conditions, which is usually our viewing room, and directly against the other TVs that we think buyers looking at this specific set should also consider or be upgrading from. This is to ensure our experiences are uniform among all the TVs we test. We never review a product in isolation or gauge performance based on memory. Every review will feature conclusions we’ve made directly comparing the TVs we mention.
As part of this, we use a reference system for the TVs. This includes a Panasonic DP-UB820EB Blu-ray player, which we use to run our test discs, and a Sony TA-AN1000, which we use to split the same source material simultaneously across the OLED TVs we’re comparing. For gaming features, we connect current generation Xbox Series X and PS5 game consoles. If there are any changes to the reference set-up we will flag them in the review.
For picture quality, we always use an ever-changing portfolio of test discs to gauge specific aspects of the TV’s performance. For example, we may use a 4K Blu-ray of an incredibly brightly mastered movie, such as Pan, to gauge peak brightness. Meanwhile, we will watch scenes from an incredibly darkly mastered movie, such as The Batman or Oppenheimer, to check shadow detail.
We do not professionally calibrate TVs during testing as this is beyond what most normal buyers would do and requires specialist equipment and knowledge, even on expensive OLEDs. However, we do not just use the out-of-the-box settings. As a rule, when testing an OLED TV we will experiment with all the settings, using a mixture of test patterns and ‘real’ content, until we feel we have got the absolute best picture possible out of it.
OLED TV FAQ
When are this year’s new OLEDs arriving?
The first batch of new OLED TVs for the year were showcased at the Consumer Electronics Show (CES) in Las Vegas in January.
These include LG’s step-down C6, flagship G6 and lifestyle W6 models, as well as Samsung’s flagship S95F.
If past years are anything to go by, Sony, Philips and Panasonic will unveil their respective new models over the coming months.
As it stands, we haven’t fully reviewed any of the new models, so it’s far too early for us to say if you should wait for them to go on sale. We’d always recommend waiting for our full reviews to go live before purchasing an OLED, however.
Every year we see massive changes to each company’s OLED range, so just getting one from a company or range you favour isn’t a guarantee it will be the best option available, especially from a performance per pound/dollar perspective.
How is OLED different?
OLED TVs work differently from LCD TVs. You can get a full breakdown of the differences in our OLED vs LCD guide page, but the biggest difference is that they charge individual pixels rather than an entire backlight. This lets them generate perfect blacks and better contrast. This is particularly noticeable when you watch an OLED side by side with an LCD in a dark room, as we have done many times. Here, in most instances, the LCD will have a greyer tone than its OLED rival. The trade-off is that top LCDs can have higher maximum brightness levels.
Is OLED better?
OLED has become synonymous with being the “best” panel tech for picture quality and if you check our best TV guide, you’ll see plenty of OLED sets are featured. However, having run more TVs side by side than we care to count we can confirm the answer to this question is “it depends on the TV”. Despite their price, OLEDs aren’t all perfect and there are massive differences in performance between the various sets. These can range from how they handle motion to their ability to accurately display colours as the director intended. We’ve seen some top-end Mini LED TVs beat OLEDs in certain areas, such as maximum brightness, gaming performance, and audio quality, especially in recent years. It’s just black levels where we’re yet to see OLED beaten in all instances.
Should I wait for Dolby Vision 2 TVs?
Dolby Vision 2 is a new HDR standard confirmed to launch in 2026. It’s set to launch in two tiers; base Dolby Vision 2 and a new Max tier. Both have specific chipset and hardware requirements to run at full speed.
Key benefits include things like bi-drectional tone mapping for better colour accuracy, improved motion handling and more, all designed, according to Dolby, to help deliver an “as the director intended” experience to movie fans.
The Max tier also includes a clever new Authentic Motion feature, that will let filmmakers adjust the frame rate of their shots and then have them play as captured on compatible sets. In theory this should make movements during things like panning shots look better.
But, while all these benefits sound cool and definitely won’t work on current generation TVs, we’re still happy to recommend this year’s sets.
This is because, while the current TVs in this list won’t support all of Dolby Vision 2 and Dolby Vision 2 Max’s new features, they will still be able to play content mastered in it to current Dolby Vision (gen one) standards.
So it’s less of a dealbreaker in our minds – though that may change depending on what content comes out using the new tech next year.
Are there any cheap OLEDs?
OLED technology still carries a premium price tag, and we’re seemingly still a long way off from seeing an OLED TV hit the £500 / $500 mark. OLED has recently come down in price somewhat, though. The LG C2, which launched in 2022, was the first OLED we considered to really nail our hallowed performance-per-dollar/pound metric. We’re hoping to see OLED TVs drop further in cost this year, but you can currently expect to pay upwards of £800 for one.
Should I worry about OLED burn-in?
OLED burn-in (also sometimes referred to as ‘image retention’) refers to when a shadow image is essentially burned into the TV’s panel. While it is absolutely possible for an OLED TV to suffer burn-in, thanks to its use of organic materials, it is far from a common issue. None of the OLED TVs we have tested has ever suffered from burn-in, and the same is true of the many OLEDs that staff members own and have owned. Anti-burn-in technologies have become better each year, too, so the latest OLED TVs are even less susceptible to burn-in than their predecessors. As long as you make use of these anti-burn-in features (which are usually switched on by default), turn the TV off using the remote rather than the wall socket (this allows it to run a quick panel refresh) and avoid leaving a static image on the screen for days at a time, it’s highly unlikely that you should be concerned.
Recent Updates
- Updated: 06/08/26: New intro, S99H added as best premium and also consider updated to reflect our latest buying advice.
- Updated 10/12/25: New intro, Black Friday advice and pricing removed and buying advice on if it's worth waiting for 2026's new models added.
- Updated 15/10/25: New intro and updates to entries to include What Hi-Fi? Awards 2025 winners, FAQ on Dolby Vision 2 added.
- Updated 10/09/25: Old recommendations completely removed after our latest group tests and replaced with the Sony Bravia 8 II, LG C5 and Panasonic Z90B.
- Updated 28/07/25: New intro, Sony Bravia 8 II replaced the LG G4 as our recommended premium OLED.
- Updated 01/07/25: New intro, Sony Bravia 8 II added as “best sounding” recommendation and Bravia 8 entry updated to reference latest testing.
- Updated 21/05/25: New intro and updated LG C5 copy reflecting our hands-on impressions of Panasonic's new OLEDs.
- Updated 08/04/25: Added the LG C5 as best new OLED TV, updated Sony entry to reflect new launches added G5 as also consider.
- Updated 06/03/25: Updated to reflect our advice after reviewing the new 55-inch LG C5 and getting a hands on preview session with the 65-inch LG G5.
- Updated 11/02/25: Replaced the LG B3 with the LG C4 as the budget option due to lack of availability of the former and fall in price of the latter. Removed discontinued products from the also consider section.
- Updated 07/01/25: Entries and advice updated to reflect the new OLED TVs that were unveiled at CES 2025.
- Updated 03/12/24: Pricing for recommended sets updated post Black Friday/Cyber Monday, new intro and FAQ on cheap OLED TVs.
- Updated: 19/09/24: LG C4 replaced with the Sony A80L to reflect price changes to both sets.
- Updated 09/08/24: The LG G4 and C4 replaced the Sony A80L and Sony A95L as our recommended mid-range and premium sets after receiving hefty price cuts.
- Updated: 05/07/24: Updated to reference Prime Day deals, and include new advice based on our experience reviewing the LG G4.
- Updated 09/05/24: All entries replaced with new buying advice and recommendations for cheap, Samsung, gaming and 8K OLED sets.
- Updated: 06/03/24 to add new tips, author bios, also considered entries, intro, FAQ answers, how we test and how we choose sections.
