Samsung S99H (QE55S99H) review

Can you believe that there was a time when Samsung didn’t feature a single OLED TV in its range? That all changed in 2022, when it put its spin on OLED by adding a layer of Quantum Dots and launched the excellent S95B QD-OLED TV.

Five years later, the brand is now reaping the benefits of the self-emissive panel technology. It now makes some of the finest OLED TVs around – take the five-star S95F and S90F duo from last year – and its 2026 lineup features more OLED TVs than ever before.

Of course, Samsung was never going to celebrate half a decade of OLED success without taking things up a notch, which is why it has introduced a new, rather unusual flagship model that takes inspiration from one of the brand's other most successful models.

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That new flagship OLED is the S99H, a premium QD-OLED TV that oozes style and sophistication, thanks at least in part to its aesthetic similarities to the wildly successful, design-led The Frame LCD range.

Here, though, those smart good looks have been blended with the core abilities of the excellent S95F – with a generous helping of performance upgrades for good measure.

The result? A showstopping OLED TV that blends style and substance, and one that we think could dethrone the current reigning champion of our best OLED TV list: the Sony Bravia 8 II.

Price

We have the 55-inch Samsung S99H before us today, and it’s officially priced at £2499, though in true Samsung fashion, that launch pricing hasn’t stuck around for long. We’re already seeing a £100 decrease across all sizes, which puts the 65-inch version at £3199, the 77-inch model at £4199, and the 83-inch size at £5999.

Now, we need to clear something up regarding model numbers for different regions.

In the US and Australia, Samsung is calling this model the S95H. Despite the different name, it is an identical TV. In these regions, you’ll find the 55-inch S95H for $2500 / AU$3999, the 65-inch S95H for $3400 / AU$5299, the 77-inch S95H for $4500 / AU$7999, and the 83-inch S95H for $6500 / AU$9995.

That's not the end of the story, though. To confuse things even more, Samsung is selling a model under the S95H name here in the UK, too, but it’s a different TV. From what we gather, it is the same TV as the S99H, but without the metal frame-style design. In fact, it looks identical to last year’s S95F.

So, to reiterate, the S99H we're testing here is known as the S95H in the US and Australia, but that is not the same as the UK's S95H TV. Yes, we have given some constructive feedback to Samsung on all of this.

Got all that? Then let's consider the S99H's competition, which primarily comes in the form of Sony’s awesome, Award-winning Bravia 8 II, the 55-inch version of which, after around a year on sale, now costs around £1799 / $2600 / AU$3995. That makes it significantly cheaper than the S99H in the UK, but there's rough pricing parity between the two TVs in the US and Australia.

There’s also the 55-inch LG G6 to consider, which appears to be widely discounted to £1840 here in the UK, but is so far sticking to its $2500 / AU$3995 launch price in the US and Australia, respectively.

Design

We’re confident in saying that this is one of the most unusual-looking TVs to enter our AV testing room.

Samsung clearly took inspiration from its hugely popular The Frame TV when it came to designing the S99H, and while this television’s looks won’t be to everyone’s taste, we’re just pleased to see a TV company that’s willing to push the boat out when it comes to design.

The S99H features a two-layer design, with an OLED screen section mounted onto a slightly larger metal backplate, with a roughly 2cm gap between. Samsung calls this its “FloatLayer” design.

It’s hard to describe, but the effect it gives is essentially a floating OLED panel surrounded by a premium metal frame. Much like LG’s G-series, this TV is designed to be wall-mounted, and while we can’t do that in our testing room, we have seen it wall-mounted at various hands-on events leading up to launch.

In short, the S99H looks like a work of art when it's fixed to a wall, as the floating design becomes really quite striking and effective. Despite the two-layer design, the overall depth is just 2.8cm, which also helps to sell the futuristic look that Samsung is going for.

Unfortunately, the TV doesn’t look quite as suave when it’s set up in its tabletop configuration. Samsung includes two quite cheap-feeling plastic feet with the TV that feel somewhat at odds with the rest of the premium design, and the metal bezel and floating design look less convincing when it's not attached to a wall.

Samsung also includes two remotes in the box: a “traditional” button-heavy number, and a sleeker “smart” remote. The latter includes both a USB-C socket and a small solar panel on the back for easy recharging, though it’s frustratingly not backlit. Then again, neither are the remotes included with the aforementioned Sony or LG TVs, so we can’t knock Samsung too much here.

Features

Samsung’s penchant for cramming (almost) every imaginable feature into its TVs is, once again, evident with the S99H.

We’ll start with the QD-OLED display, which Samsung has managed to squeeze even more brightness out of since we last saw it on the S95F. It can now reportedly reach a whopping 2700 nits in the Movie picture mode, and as you’ll come to find out in the picture section of this review, there are plenty of instances in which we find ourselves being taken aback by how bright this TV can get.

Samsung has also improved its Glare Free coating this year, making it more effective at combating reflections and glare from ambient light. The matte display also makes artwork from Samsung’s Art Mode feature look more realistic for those who want a TV that blends into its surroundings.

In usual Samsung fashion, HDR support comes in the form of HDR10+ (including the Adaptive and Gaming versions), HDR10 and HLG, but not Dolby Vision.

Samsung's answer to Dolby Vision 2, HDR10+ Advanced, is also supported by the S99H. Unfortunately, no content is available in the new format yet, and we don't have a date for its arrival. Amazon is said to be working on adding it to Prime Video in the not too distant future, though.

Hardcore PC gamers will be pleased to learn that the S99H can handle signals right up to 4K/165Hz, as well as the console-friendly 4K/120Hz format, across all four of its HDMI 2.1 sockets. VRR, ALLM and HDR10+ Gaming are also all supported.

All of the connections are built into a side-facing nook in the rear of the TV, which is a departure from the One Connect box that has come with Samsung’s previous flagship OLED TVs.

One Connect does live on, though, and in a quite remarkable way: Samsung is offering an optional Wireless One Connect accessory, which is set to launch in July for £299 / $350 (AU price TBC).

This features four HDMI sockets, and because it connects to the S99H wirelessly, it takes the total HDMI 2.1 socket count to a staggering eight. That’s enough to support all three of the current-generation consoles, a gaming PC, a 4K Blu-ray player, a soundbar or AVR, and a streaming device, and you’d still have one spare.

The S99H also supports Dolby Atmos, both via HDMI eARC and through its built-in 4.2.2-channel 70W sound system.

Samsung offers two simplistic sound modes, Standard and Amplify, but there is also a range of Samsung-specific sound processing features based on its Vision AI platform, including Object Tracking Sound Plus, Active Voice Amplifier Pro, Adaptive Sound Pro, and AI Sound Controller Pro; all of which are fairly self-explanatory.

Q Symphony also returns. This allows you to use the TV’s speakers in unison with those of a connected Samsung soundbar, but it should be approached with caution – we generally find that a good soundbar performs best when the less capable speakers of a TV don't get involved.

AI also steps in to help with picture processing, as Samsung has implemented its 4K AI Upscaling Pro, AI Motion Enhancer Pro and Auto HDR Remastering Pro features, alongside a Real Depth Enhancer contrast enhancement system and Colour Booster Pro.

On the subject of AI, Samsung has applied its “AI for All” mantra in swathes here, as the S99H is positively dripping in artificial intelligence, right down to the AI button on the remote.

A click of this button brings up Samsung’s Vision AI interface, which can recognise on-screen content and provide extra contextual information. This includes related content, cast information and prompts to find out more detailed information about the show or movie.

Scrolling from this page brings us to a more generalised AI interface, from which Samsung allows you to pick your preferred system. Here you can ask for recipes, generate AI wallpapers, or ask general questions. The sky is, hypothetically, the limit.

This is all made possible by the same NQ4 AI Gen3 Processor found in last year’s S95F, as well as Samsung’s Tizen OS platform. The operating system has had a fairly comprehensive refresh for 2026, with a new content bar at the top that splits your apps into categories including entertainment, gaming and art, and the operation feels generally slicker.

App coverage is mostly excellent, with a wide range of international and domestic streaming applications. Currently, the only missing app is BBC iPlayer; we’ve reached out to Samsung, which says that it expects to add iPlayer support soon.

Samsung TV Plus, which features hundreds of free over-the-internet streaming channels, is also included, and gamers are well looked after thanks to the presence of apps for services such as Xbox, Amazon Luna, and Nvidia GeForce Now.

Picture quality

It’s clear that Samsung has been working to tweak and adjust its picture processing over the years in the pursuit of achieving that final pinch of picture quality excellence, and the S99H is evidence that its work has paid off. This is Samsung’s most mature TV yet, and it’s all the better for that.

We opt for Filmmaker Mode as our preferred picture preset, albeit with a couple of tweaks to get the best performance possible: we switch Colour Temperature from its Warm 2 default to Warm 1, and turn the judder and blur reduction settings up to 1.

The resulting picture is extraordinary, and it makes any content we throw at it – from Blade Runner 2049, Civil War, Pan and Drive, to No Time To Die and The Batman – shine. We have the S99F set up next to the Award-winning Sony Bravia 8 II, and despite the tough competition, the Samsung delivers an unflinching visual feast.

Starting with the opening scene of Blade Runner 2049, we find that the S99H serves up oodles of contrast, which results in a deeply three-dimensional picture with superb highlights.

The overhead shot of the solar farm instantly draws us in, thanks to the superb detail levels mixed with the excellent sense of depth. We also approve of how the S99H handles the gloomy, bluish-grey sky, as well as the skin tones of Officer K and Sapper Morton.

In fact, the S99H makes the Sony Bravia 8 II look a bit green in our head-to-head comparison, and skin tones start to look a bit pasty, too. Sony TVs have traditionally leaned towards the cooler side when it comes to colour reproduction, even in Filmmaker Mode, but it’s interesting to see these TVs take a different approach, particularly as they use the same panel technology.

This is most evident in the scene from Pan in which the floating pirate ship enters a cavern; the Samsung runs rings around the Sony when it comes to maintaining low-light colour volume. Skin tones are noticeably warmer and more vibrant on the Samsung in this instance. That being said, the Sony is evidently better at maintaining shadow detail.

In fact, some shadow detail is lost entirely on the S99H, especially during dark sequences in moodier flicks such as Drive and The Batman. In both films, we find facial features and clothing textures occasionally succumb to darkness, while the Sony has no trouble keeping them visible.

At the other end of the spectrum, the Samsung takes the crown when it comes to delivering dazzlingly bright highlights; in fact, we’re adding the S99H to the list of TVs that we’ve had to shield our eyes from physically.

Reverting to the exceptionally bright (and critically dismal) Pan, we find the mix of punchy, concentrated highlights and rich colours stealing our attention away from the Sony entirely.

However, the more conventional-looking Civil War is the perfect test disc to highlight exactly what this TV does well. Everything from the night-time forest fire sequence to a helicopter gliding over a lake and the Charlottesville military camp looks fantastic.

There’s a real sense of nuance here that previous Samsung TVs haven’t always been able to capture. Foliage, for example, is wonderfully textured and detailed without looking over-etched, and while the colours do seem a smidge over-saturated compared with those from the Bravia 8 II, it's not to an extent that looks instinctively wrong.

The sequence that shows the journalists driving through a forest fire seals the deal here. The mix of detail, depth and contrast served up by the S99H is remarkable – the striking, bright flames contrast wonderfully with the dark background, and there is a real sense of intensity and warmth derived from how Samsung's OLED handles highlights.

We fire up the standard Blu-ray of Logan to assess the S99H’s upscaling capabilities, and it's a similar story here, too. Detail levels are superb, and if we weren’t so eagle-eyed, the S99H could almost have fooled us into thinking we were watching a 4K disc.

Colours are also nicely balanced, and motion remains solid, too. This TV excels regardless of what you throw at it.

Sound

It’s not just the picture performance that Samsung has improved. Sound has also been upgraded, which is a good sign after the S95F’s middling delivery.

We stick with Civil War, which highlights everything from dialogue to explosions, and even Dolby Atmos height effects. The rhythmic swooping of helicopter blades is delivered with a strong leading edge, underpinned by a pleasingly controlled dose of bass.

Moving on to the scene in which Lee and Jessie have a heart-to-heart conversation in a wooded area, we approve of how the S99H captures the subtle characteristics of their voices well, and overall, the dialogue is crisp and well-defined. The atmospheric effects, including birds chirping and leaves rustling in the wind, sound pleasingly spacious, too.

There is plenty of height and width to the sound, which is also evident in Blade Runner 2049. The sequence in which Officer K returns to his home from the police precinct is another example of how the S99H captures atmospheric sounds to great effect.

The booming audio adverts are placed with impressive precision and plenty of height, while the S99H somehow manages to beam the sound of the bustling street in a way that creates a fairly convincing sense of immersion.

While we’re on the subject of Blade Runner, we put the S99H through our usual chapter two stress test and find that Samsung has changed its approach. Where many of the brand's previous models have been quite bassy but a little prone to distortion, the S99H digs less deep but proves to be almost entirely distortion-free.

Sony takes a similar approach with the Bravia 8 II (and many other of its TVs), and we ultimately find it to be a sensible compromise. We would of course like more bass weight, but if that has to be sacrificed somewhat to reduce distracting distortion, then so be it.

It’s not all good news on the sonic front, though: like the S95F, the S99H simply doesn't go very loud. Even close to its maximum volume levels, this is an easy TV to talk over. The Amplify setting helps to negate this somewhat, but it does result in some dynamic compression.

The Sony Bravia 8 II also does a better job of organising the sound during scenes with lots of competing effects. The ending battle of Civil War is a perfect example, as the Sony balances dialogue, explosions, and vehicle sounds with care to create a more impactful and immersive soundscape.

With all that said, the S99H is still a big improvement over the S95F where sound is concerned, and it's ultimately a very usable (and even enjoyable) built-in sound system.

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.

The bold new design might not suit all tastes, and die-hard Dolby Vision fans may be disappointed, but we’re struggling to find reasons not to recommend the Samsung S99H to anyone considering splashing some serious cash on a flagship OLED TV.

SCORES

• Picture 5
• Sound 4
• Features 4

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