Samsung takes the OLED TV battle to LG with its brightest screens yet

77-inch Samsung S95D OLED TV on its stand on dispaly at cES 2024
(Image credit: What Hi-Fi?)

Besides an ultra-powerful 8K Neo QLED line, at CES 2024, Samsung has also unwrapped three new OLED TV ranges: S95D, S90D and S85D. Nobody on the Samsung stand was willing to confirm whether the S95D (pictured) was fitted with a 3000-nit panel, although the press release states “the display is 20 per cent brighter than previous models” and “Samsung’s brightest OLED screen yet”.

The S95D line also uses a proprietary picture quality engine and boasts a refresh rate of up to 144Hz with PC-connected content. 

Also new for 2024 is Samsung’s ‘OLED Glare Free’ technology which has been specifically designed for its new OLEDs. It uses a low-reflection coating which claims to “preserve colour accuracy and reduces reflections while maintaining image sharpness to ensure an immersive viewing experience, even in daylight”. This should hopefully mean fewer distractions from glare and improved picture performance in a brightly lit room.

Samsung also seemed to confirm that new screen sizes are coming to all of its new OLED TVs. Starting with the S85D which will be the brand's first 42-inch OLED TV, posing as a direct rival to the LG C4, although it will come in sizes up to 83-inches. Moving up to the entry-level QD-OLED S90D, it will come in a 48-inch variant, the smallest QD-OLED we've seen to date and will reach up to 83 inches. Finally, the flagship S95D model will come in sizes up to 77 inches.

Other information was thin on the ground but we’re hoping to be able to spend some more time with the set on the show floor so we will report back with our first impressions and update this story with availability and pricing as soon as possible.


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Andy Madden

Andy is Deputy Editor of What Hi-Fi? and a consumer electronics journalist with nearly 20 years of experience writing news, reviews and features. Over the years he's also contributed to a number of other outlets, including The Sunday Times, the BBC, Stuff, and BA High Life Magazine. Premium wireless earbuds are his passion but he's also keen on car tech and in-car audio systems and can often be found cruising the countryside testing the latest set-ups. In his spare time Andy is a keen golfer and gamer.