Philips OLED910 (65OLED910) review

Philips might not have the global brand recognition of rival TV brands such as Samsung, LG and Sony, but it sure knows how to put together a tasty-looking OLED.

The 65-inch OLED910 we have before us today combines the same Primary RGB Tandem OLED panel found in the LG G5 with Philips’ unique processing, support for all HDR formats, a B&W sound system, super-sexy styling and, of course, Ambilight.

What’s more, despite those superlative specs, the OLED910 costs significantly less than the flagship OLED alternatives.

Tempted yet? You should be.

Price

The 65-inch Philips OLED910 launched at a very-aggressive-at-the-time price of £2199. Rivals are now available for that sort of money, but the OLED910 has dropped, too, and can now be bought for £1799.

For reference, the 65-inch LG G5 is currently £2499, the Samsung S95F is £2299, and the Sony Bravia 8 II is £2199.

In other words, the Philips is significantly cheaper than similarly specced flagship OLEDs.

If 65 inches isn’t the right size for you, there is also a 77-inch version of the OLED910, which currently costs £2799. There is also a 55-inch model in mainland Europe, but this isn’t available in the UK.

Philips OLEDs unfortunately aren’t available in the US or Australia at all.

Design

Philips can always be relied upon to bring a bit of classy European je ne sais quoi to the TV market, and while the OLED910 doesn’t deviate much from the OLED909 in terms of design, it still stands out as stylish and sculpted against the more tech-first appearances of its rivals.

There are limits, of course, to what can be achieved when the vast majority of a device is a huge slab of screen, but the grey, Kvadrat fabric wrapped around the slim speaker bar softens the OLED910’s appearance significantly, while the dainty feet evoke images of balletic ice skaters.

While the feet are certainly neat, wall mounting the OLED910 is advisable if that’s an option. That’s because it features four-sided Ambilight, which means there are coloured LEDs arranged along the bottom as well as the sides and top of the TV, creating a full, seamless lightshow that dynamically matches the on-screen action.

There are those for whom Ambilight (and third-party alternatives) is anathema in any capacity. Still, there’s no denying how spectacular it is – while it certainly doesn't suit all content and circumstances, we think that even ultra-purists will get a kick out of it with bright, colourful content, such as the animated Spider-Verse movies.

Features

Philips has remained steadfast in its use of LG (rather than Samsung) OLED panels, so it’s no surprise that the brand has transitioned from MLA OLED to Primary RGB Tandem OLED for its 2025 flagship models.

Brightness is the key beneficiary of the switch to this new panel tech, with Philips claiming that the OLED910 can hit a peak brightness of 3700 nits with small highlights, and 350 nits of full-screen brightness.

Specific numbers such as these should always be taken with a pinch of salt on account of how they’re measured and the unappealing picture settings with which they’re usually achieved, but the fact that the OLED910’s numbers are so much higher than those of the OLED909 (3000 nits peak, 300 nits full-screen) is significant, and should result in a more dynamic performance, even in the more natural and cinematically authentic picture presets.

While many people still assume that a TV’s picture performance is all down to the panel, they’re still categorically wrong. The processing is at least as important, and powering the OLED910 is Philips’ own 9th Gen P5 AI Engine processor.

It’s worth noting that this isn’t actually Philips’ top processor, as there’s a Dual Engine version in the even higher-end OLED950, but this is still a super-powerful chip that’s worthy of a flagship OLED.

As you would expect in 2025 (especially given the name), the OLED910’s 9th Gen P5 AI Engine brings with it a raft of AI-backed picture performance features, such as the ability to classify content on-screen and adapt the picture quality to best suit the content you're watching. The latest versions of Philips' Machine Learn Sharpness system, an AI Smart Bit Enhancement algorithm, and AI Perfect Reality, which should enhance sharpness, colour vibrancy and contrast, are also all on board.

The OLED910 also continues Philips’ laudable commitment to supporting all four of the current HDR formats. So that’s the dynamic HDR10+ and Dolby Vision formats, as well as basic HDR10 and HLG. The same can’t be said of any TV from Samsung, LG or Sony.

On the gaming front, the OLED910 supports 4K/120Hz (and 4K/144Hz if you have a fancy-enough PC to take advantage), VRR and ALLM. Unfortunately, though, there are still just two full-spec HDMI 2.1 sockets, so any sources plugged into either of the other two HDMIs will be limited to 4K/60Hz.

It’s worth noting that one of the HDMI 2.1 sockets also doubles as the eARC port, so you’ll lose another 4K/120Hz socket if you need that for your soundbar or other sound system.

But will connection to another sound system be necessary? Philips and its audio partner Bowers & Wilkins would argue no.

B&W has produced a 3.1-channel, 81W system for the OLED910. The main bar features two 30 x 50mm midrange drivers, a single titanium dome tweeter, and a Nautilus tube in each channel. There’s also a rear-facing subwoofer with four passive radiators.

Hardware-wise, this is an essentially identical set-up to that of the excellent-sounding (by TV standards) OLED909, but B&W tells us that some re-tuning has taken place in order to provide an even better audio performance.

Testing the OLED910 against the benchmark Sony Bravia 8 II, and playing a whole range of content in Dolby Vision, HDR10 and SDR, we’re hugely impressed by how close the Philips set gets to our TV Product of the Year.

You do have to work slightly harder to get the most out of the OLED910 than you do many rivals, mind you.

Picture

When playing HDR10 content, the TV defaults to its HDR Eco setting which is, unlike many such modes, overly cool, over-sharpened and over-processed. It produces the sort of picture we would expect from a ‘Shop’ mode that is designed to attract the eye rather than deliver consistent, accurate picture quality, and we recommend you switch away from it as soon as possible.

HDR Crystal Clear pumps brightness and colours up massively, but it’s not horrible if that’s the sort of thing you like, and skin tones are still kept reasonably natural. HDR Home Cinema is the mode that’s designed to deliver largely authentic picture quality with a bit more pop for bright room viewing. HDR Filmmaker Mode is, of course, the TV at its most accurate – and the preset that we prefer and recommend.

Even in HDR Filmmaker Mode, Light Level Optimisation and Dark Detail Optimisation are both on by default. These and the other two ‘Ambient Intelligence’ settings, Colour Temperature Optimisation and HDR Optimisation, are worth experimenting with so that the TV adapts to ambient lighting conditions, but for serious viewing in a dark room, you’re best to have them switched off.

It’s also worth noting that even with HDR Filmmaker Mode, HDR Tone Mapping is set to AI Adaptive. Unlike some rival solutions, the impact of this is subtle, so we don’t feel the need to change it.

There’s also an HDR10 Effect setting. The default option here is ‘More Details’, which is pre-selected and gives the most accurate delivery. ‘Balanced’ and ‘More Brightness’ both boost brightness but at the expense of highlight detail, so we recommend also leaving this setting untouched unless you need every last nit of brightness – if you’re using the TV in a heavily sunlit room, for example.

Settings dialled in and No Time To Die slotted into our Oppo UDP-203 Blu-ray player, the OLED910 delivers a thrilling 4K HDR10 performance. As Bond struts across the bridge towards Matera’s famous cemetery, he does so in appropriately sharp, crisply defined style.

The Filmmaker Mode’s default ‘Movie’ motion setting is genuinely excellent, maintaining a firm grip on the movement of the people in the scene and rendering the extremely tricky panning shots with judder-free fluidity.

The fact that this is achieved without any soap opera effect is deeply impressive, and even the post-explosion smoke, which so often catches out TV motion processing, is dispatched without unwanted shimmer. This appears to be one of those rare Goldilocks motion settings. Even Sony would be proud.

This is also a bright and punchy performance, as you would expect from the figures given, but as long as you stick to Filmmaker Mode, the brightness isn’t forced. This is an image that is punchy, but also natural.

The same is largely true of the colours. There’s superb vibrancy to the delivery, but for the vast majority of the time, this goes hand-in-hand with naturalism and authenticity. That said, a smidge of oversaturation creeps in on rare occasions – Bond’s tanned skin looks just a touch too red in the close-ups in Matera and the swimming scene that precedes it, for example.

We find that this small issue occurs again when we switch to Civil War, also in HDR10. Wagner Moura’s skin looks just a little too sunburned when he awakens on the grass of a military base as tanks and trucks trundle by. It’s not that slightly nuclear tone that some lesser TVs produce, and you may not even notice without a super-accurate TV such as the Bravia 8 II alongside for comparison, but it’s undeniable that there’s just a little exaggeration to reds from the Philips.

This certainly doesn’t detract in a significant way from the overall delivery, though. Civil War is an ironically crisp and colourful movie that very much plays to the Philips’s strengths. As the battalion prepares for battle, the Chinooks and ground vehicles are sharply drawn, the surrounding greenery is lush and verdant, and the personnel are detailed. The whole mise-en-scène has a solidity and vivaciousness that few TVs can match.

The OLED910 handles dark scenes well, too. It delivers OLED’s trademark perfect blacks just as you would hope, and it combines this with excellent shadow detail – there’s none of the slight black crush that we’ve seen from the LG G5 and Samsung S95F. Colours are consistent from the brightest highlights to the deepest shadows, too, so skin tones don’t look washed out in dark scenes.

With every HDR10 movie we throw at it, the Philips OLED910 is undeniably excellent in its own right. It’s worth saying, though, that the Sony Bravia 8 II is even better. It’s even more solid and three-dimensional in its delivery, even more natural in its colours, and it delivers super-high-contrast images (the night-time forest fire of Civil War, for instance) with even greater punch and sharpness to the highlights.

The Philips gets close to the Sony, though – arguably closer than the Samsung S95F and definitely closer than the LG G5 – and that’s an exceptional feat given the lower price.

There are a couple of other specific flaws to the Philips that need to be flagged, too. While the Dolby Vision performance is broadly just as excellent as HDR10 (as long as you select the Dolby Vision Filmmaker Mode preset, that is), blacks aren’t perfectly black. This is another thing that you may not notice in isolation, but next to the Bravia 8 II, the Philips’s delivery of the opening of Alien: Romulus is a tad grey.

Interestingly, an earlier OLED910 sample that we saw suffered from some flickering and posterisation with this scene, and the LG G5 (which, let’s remember, has the same RGB Tandem OLED panel) had some issues with deep black in Dolby Vision when it first launched. It does seem that this new panel tech and Dolby Vision are less than best friends, and perhaps Philips’s fix for this has been to raise the black floor a touch. If that’s the case, it’s not a bad solution, but we wish it weren’t necessary.

We also need to mention that every one of the OLED910’s picture presets massively overbrightens SDR content. To be clear, the image is still very nice indeed, with excellent sharpness, clarity, control and colours to upscaled standard-def and HD content, but there should be an option to not have SDR boosted to HDR levels of contrast.

Ultimately, though, these are minor flies in the ointment. The OLED910 is an excellent picture performer overall, and it comes with very good sound, too…

Sound

Philips’s collaboration with B&W continues to bear very tasty fruit with the OLED910.

With every Dolby Atmos movie we throw at it, the TV produces a sound with lots of width, good effect placement, very good detail, impressive weight (for a TV) and lovely tonal balance.

There’s particularly good spatial and tonal organisation. As Summer Wind by Frank Sinatra plays in K’s apartment in Blade Runner 2049, it’s clear, but also balanced and positioned perfectly as background music.

Dynamics are impressive for a TV, too. Low-level dynamic subtlety means voices have lots of realism and character, and bigger volume changes are handled very adeptly.

The Entertainment setting is worth using to increase height and spaciousness. Enable it and the Philips suddenly delivers the rain on K’s rooftop in a way that fills the far end of the room, and the audio billboards are placed far higher up.

Other than a little softness to deep bass (infinitely preferable to distortion, of which the Philips produces none), there’s really nothing to complain about in the OLED910’s audio delivery.

For a TV, it sounds excellent – even better than the Sony Bravia 8 II – and while a good soundbar will sound even better, you’re looking at something long the lines of the Sonos Arc Ultra for a significant upgrade.

Verdict

The Philips OLED910 is a very impressive TV indeed. While it falls just short of the Sony Bravia 8 II’s picture greatness, it gets closer than most while costing a good deal less – and it sounds better, too.

If a super-stylish, bright and vibrant OLED TV with excellent sound quality and spectacular Ambilight sounds like your sort of thing, you absolutely have to check out this fabulous Philips.

SCORES

• Picture 5
• Sound 5
• Features 4

MORE:

Read our review of the Sony Bravia 8 II

Also consider the LG G5

Read our Samsung S95F review

Best OLED TVs: the 3 Award-winning sets our experts recommend