Sony Bravia 8 II vs Philips OLED910: a flagship OLED TV battle for the ages

It’s no secret that we’re big fans of the Sony Bravia 8 II. It did, after all, take home the TV Product of the Year gong from the most recent What Hi-Fi? Awards.

To win that prize, Sony’s flagship OLED set had to defeat not only the Samsung S95F, with which it shares its QD-OLED panel, but also the LG G5 and Panasonic Z95B, which both feature cutting-edge Primary RGB Tandem OLED panel technology.

All four of those TVs are utterly awesome, so for the Bravia to come out on top was quite the achievement.

But there was one rival that didn’t make it in time for our Awards-deciding flagship OLED shootout – the Philips OLED910.

This features the same super-bright Primary RGB Tandem OLED panel tech as the LG G5 and Panasonic Z95B, but it combines it with super-sexy European styling, a B&W sound system, dazzling Ambilight and super-aggressive pricing.

So, is all of that enough to unseat our current Award-winner? We directly compared these two flagship sets over several days, using all of our favourite discs and streams, to find out.

Spoiler alert: it’s a mighty close contest.

Sony Bravia 8 II vs Philips OLED910: Pricing

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Philips went super-aggressive with the OLED910’s launch pricing, releasing it to the market for £2199 at 65 inches and £3399 at 77 inches.

Even though rival sets, including the Bravia 8 II, had been on sale a while and been discounted, the OLED910 was cheaper out of the gate.

It’s dropped in price now, too, with the 65-inch model currently available for £1799, and the 77-inch version for £2799.

The Bravia 8 II has been further discounted, too, but the 65-inch model still currently costs £2199. There’s no 77-inch version, but unlike the Philips, there is a 55 incher, which is £1799 at the time of writing.

So, in the 65-inch size in which both sets are available (and which we directly compared), there’s a big £400 price difference. That’s extremely hard to ignore, and means the OLED910 takes first blood in this face-off.

WINNER: Philips OLED910

Sony Bravia 8 II vs Philips OLED910: Design

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The Sony Bravia 8 II is a smart-looking TV, but it’s barely any different in appearance to the preceding A95L, which launched back in 2023. A design refresh to match the ambitious performance upgrade would have been nice.

Still, this is a very purposeful-looking, monolithic TV that looks particularly neat when the feet are installed at their default low–profile setting, which keeps the bottom edge of the TV within about a millimetre of the surface upon which it’s placed.

Those feet can alternatively be installed in a taller setting that creates a gap of a few centimetres between TV and furniture, into which you can slot a soundbar.

The Bravia 8 II does, of course, have an integrated sound system (a good one at that), but thanks to the technology it uses, it’s completely invisible from the front, contributing further to the stylishly clean appearance of the TV.

The Philips OLED910 is a very different aesthetic proposition. The integrated sound system includes front-facing speakers, but these are incorporated into a slim bar that’s wrapped in grey Kvadrat fabric and has nicely rounded corners, giving the set a softer, more appealing appearance.

Like the Sony, the Philips OLED910 has feet rather than a pedestal, but these feet are installed further towards the centre of the bottom edge of the TV, rather than the furthest points as they are on the Bravia 8 II. In other words, while the Sony can only be placed on top of furniture that’s at least as wide as the TV, the Philips will be happy on something narrower.

And, unlike the Sony, which has a fairly uniform thickness of about 3.4cm, the Philips combines its fairly chunky 5.6cm section with super-thin panel sections at the sides and top of the chassis. To our eyes, that makes it more visually striking, but beauty is, of course, in the eye of the beholder.

On that note, we have to mention Ambilight here. This is Philips’s unique bias lighting system, which features coloured LEDs around four sides of the OLED910’s rear. These can dynamically extend the on-screen image onto the wall around the TV in the form of coloured light.

Ambilight isn’t for everyone and isn’t a bonus for all content, but it does look spectacular, and for bright, colourful movies and games, it can really add something special.

All told, while the Bravia 8 II’s monolithic styling will certainly appeal to many, the OLED910’s softer, more living room-friendly appearance and (at least occasionally) thrilling Ambilight mean it wins this round.

WINNER: Philips OLED910

Sony Bravia 8 II vs Philips OLED910: Features

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On paper, the Sony Bravia 8 II and Philips OLED910 take notably different approaches.

The Bravia 8 II uses Samsung Display’s latest QD-OLED panel, paired with a custom heatsink and the XR processor. Sony claims this enables a 25 per cent brightness increase over the preceding A95L and a 50 per cent uplift over the Bravia 8 W-OLED, alongside improved colour volume and better dark gradation.

Philips, meanwhile, has stuck with LG Display technology but upgraded from MLA to Primary RGB Tandem OLED. Philips quotes eye-catching brightness figures of up to 3700 nits for small highlights and 350 nits full-screen – numbers that should translate into a more dynamic image than the preceding OLED909, even in restrained picture modes.

Processing is a major talking point for both sets. Sony’s XR Processor introduces a new AI scene recognition system, which analyses content in real time and adjusts picture parameters for greater realism.

Philips counters with its 9th Gen P5 AI Engine – a powerful processor packed with features including Machine Learn Sharpness, AI Smart Bit Enhancement and AI Perfect Reality, all designed to optimise sharpness, colour and contrast depending on what’s on screen.

HDR support is one area where Philips holds a clear advantage.

The OLED910 supports all four HDR formats: HDR10, HLG, Dolby Vision and HDR10+. The Bravia 8 II, meanwhile, supports Dolby Vision, HDR10 and HLG, but, as ever with Sony, HDR10+ is not supported.

The Sony does, however, boast IMAX Enhanced certification, and leans heavily into its Studio Calibrated Modes, with dedicated Netflix, Amazon Prime Video and Sony Pictures Core presets designed to present content as the creators intended.

On the subject of Sony Pictures Core, the Bravia 8 II also comes with credits that can be used to ‘buy’ movies from Sony’s exclusive streaming service, which delivers content in almost 4K Blu-ray quality.

Gaming support is broadly similar. Both TVs offer 4K/120Hz, VRR, ALLM and a Dolby Vision game mode, though the Philips also supports 4K/144Hz, which will appeal to hardcore PC gamers with super-serious rigs (current consoles can’t go beyond 120Hz).

Frustratingly, both sets are limited to two full-bandwidth HDMI 2.1 ports, one of which doubles as the eARC socket, potentially leaving just a single 4K/120Hz input once a soundbar is connected.

Sony adds its ‘Perfect for PlayStation 5’ features, but these are a little less grand than they sound – only the HDR Auto Tone Mapping does something beyond the capabilities of other sets, such as the OLED910, and while this is useful for getting a fairly accurate HDR performance out of most PS5 games, it isn’t quite 100 per cent accurate.

Both TVs use the Google TV smart platform, which is pretty good these days, but while Sony has sought to fill in Google TV’s terrestrial catch-up app gaps through the addition of YouView, the Philips OLED910 is missing BBC iPlayer.

We’re not going to factor the two different OLED panel technologies into the round, as it’s the actual picture performance that matters, and we’ll cover that in the next section. That leaves the two TVs fairly evenly matched on the features front: the Philips has HDR10+ and 4K/144Hz support, but the Sony has IMAX Enhanced, Sony Pictures Core, and the BBC iPlayer.

Ultimately, we’re calling this a draw, but you can call it a win for one or the other TV based on which of those feature differences matters to you.

WINNER: draw

Sony Bravia 8 II vs Philips OLED910: Picture quality

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Both the Sony Bravia 8 II and Philips OLED910 deliver genuinely excellent pictures, but when viewed side by side, it becomes clear that they prioritise slightly different strengths.

The Bravia 8 II sets the benchmark for balance and effortlessness. Straight out of the box, its core presets – Dolby Vision Dark and Professional – deliver a beautifully judged image with no need for tweaking.

Peak highlights are brighter and more piercing than those of Sony’s previous OLEDs, colours are richer without exaggeration, and improvements to dark gradation reveal noticeably more shadow detail.

Crucially, all of this combines to create an image with exceptional solidity and three-dimensionality: objects have weight, people feel rounded and lifelike, and backgrounds possess genuine depth.

That sense of realism holds across all content types. HDR movies benefit from punchy highlights and immaculate tone mapping, animation bursts with colour without tipping into garishness, and even standard-definition material is upscaled with impressive cleanliness, sharpness and restraint.

Nothing ever feels forced or over-processed, and the Bravia 8 II consistently presents content in a way that feels authentic and natural.

The OLED910, by contrast, can take more work to get right, but rewards that effort with a thrilling, high-impact image.

Once switched into HDR Filmmaker Mode and properly dialled in, it delivers bright, punchy HDR with excellent sharpness, fluid motion and a strong sense of vibrancy.

OLED’s perfect blacks are paired with strong shadow detail and consistent colours in dark scenes, and motion handling is a particular highlight, striking a rare balance between smoothness and cinematic integrity. In fact, we’d go as far as to say it’s a match for the Sony in terms of motion processing – something we absolutely hadn’t anticipated.

Where the Philips falls slightly short of the Sony is in absolute accuracy and subtlety. Reds can occasionally appear a touch over-emphasised, particularly in skin tones, and while this is rarely obvious in isolation, it becomes more apparent when compared directly with the Bravia 8 II’s more natural colour handling.

In HDR10 content, the OLED910 gets impressively close to the Sony overall, but the Bravia has the edge in terms of contrast control, three-dimensionality and overall image cohesion.

Dolby Vision performance on the Philips is excellent in Filmmaker Mode, though blacks can appear slightly raised in very dark scenes – again, something that’s most noticeable next to the Sony.

SDR content, meanwhile, is significantly over-brightened in all picture modes. It looks great, with oodles of punch, but having at least one preset that tracks SDR brightness accurately would have been nice.

Ultimately, the OLED910 is a superb picture performer and one of the closest challengers to Sony’s flagship. But the Bravia 8 II remains the reference, delivering a more natural, solid and consistently cinematic image across all formats, with less effort required from the viewer.

WINNER: Sony Bravia 8 II

Sony Bravia 8 II vs Philips OLED910: Sound quality

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Both the Sony Bravia 8 II and Philips OLED910 rank among the very best-sounding TVs available, but they go about their audio delivery in notably different ways – and in this case, the Philips ultimately comes out on top.

The Bravia 8 II uses Sony’s Acoustic Surface Audio+ system, with actuators vibrating the screen itself to produce sound, supported by twin subwoofers.

This creates an unusually strong sense of cohesion between picture and sound, with voices and effects locked precisely to their on-screen positions. Dialogue is clear, detailed and warm, and there’s enough dynamic subtlety to convey emotional nuance in performances, as well as enough punch to handle larger shifts without flattening out.

Spaciousness is also impressive by TV standards. Effects stretch well beyond the edges of the screen, creating a soundstage that feels wider and more immersive than most integrated systems can manage.

Bass depth isn’t class-leading, but it’s controlled and weighty enough to underpin action scenes convincingly, without unwanted distortion or boom. Overall tonal balance is excellent, making the Bravia 8 II one of those rare TVs that doesn’t immediately demand the addition of a budget soundbar.

The OLED910, though, raises the bar further. Its Bowers & Wilkins-tuned 3.1-channel system delivers a sound that’s bigger, weightier and more room-filling than the Sony’s, with excellent width, precise effect placement and impressive dynamic range.

Dolby Atmos soundtracks are handled with confidence, producing a convincing sense of scale and height, particularly when the Entertainment mode is engaged.

Low-level detail is a real strength, with subtle background sounds and musical elements placed clearly and naturally, while dialogue remains full-bodied and expressive. Dynamics are handled with assurance, too, from quiet conversational moments to louder, more demanding sequences.

Deep bass is a touch soft, but crucially remains clean and distortion-free – and there’s much more of it from the Philips than there is from the Sony. Compared directly, the Philips sounds more powerful, more immersive and more expansive than the Sony.

While both TVs will still benefit from the addition of a dedicated sound system, the OLED910 noses ahead if you’re determined not to go down that route. If you are prepared to add discrete sound, you need to be looking at something on the level of a Sonos Arc Ultra before you’ll hear a clearly worthwhile improvement on either TV.

In short, the Bravia 8 II delivers excellent, finely balanced sound with superb picture-to-audio cohesion, but the OLED910 sets a new benchmark for built-in TV audio at this level, edging ahead as the best-sounding TV of the two.

WINNER: Philips OLED910

Sony Bravia 8 II vs Philips OLED910: Verdict

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This is one of the closest TV head-to-head battles we’ve seen in some time, and the fact that the Philips OLED910 gets so close to the Sony Bravia 8 II is a huge achievement – particularly given its lower price, more adventurous design and genuinely outstanding built-in sound.

The OLED910 wins convincingly on value, and edges the Sony on design flair and audio performance. It also delivers a thrilling, high-impact picture once properly set up.

If you want a premium OLED that looks and sounds spectacular, and you’re keen to avoid adding a separate sound system, the Philips makes a hugely compelling case.

But picture quality remains the deciding factor – and here, the Bravia 8 II still stands apart.

Its image is more natural, more consistent and more three-dimensional across all formats, with none of the small compromises that occasionally creep into the Philips’s delivery.

Just as importantly, it achieves this with less effort from the user, delivering reference-level results straight out of the box.

That combination of accuracy, balance and cinematic realism is why the Bravia 8 II earned its Product of the Year crown – and why it keeps it here.

The OLED910 pushes it harder than almost any rival we’ve tested, but when it comes to the overall best TV you can buy right now, Sony’s flagship remains the one to beat.

OVERALL WINNER: Sony Bravia 8 II