As is fitting for a flagship product, the S95H and S90H are furnished with all the bells and whistles Samsung can throw at a TV, including its Ultimate Gaming Pack and NQ4 AI Gen3 Processor, along with a premium audio package delivering Dolby Atmos sound. The TV can be paired with up to five Samsung sound devices; Samsung will release details on its 2026 soundbars later this month.

I found it curious that Samsung would choose this image, effectively a monochrome picture, for the OLED TV product, as it seems to de-emphasize the vivid colors that are available with the OLED TVs. It seems that Samsung may want to differentiate its Micro RGB series with color, but I think it sells the OLED product range short.

The S95H series is available in four sizes – 55”, 65”, 77” and 83”, while the S90H series adds 48” and 42” models and the S85H series drops the 42” model but includes the other five. Since SDC makes QD-OLED panels in three sizes – 55”, 65” and 77”, the 42”, 48” and 83” TVs must include White OLED panels from LGD.

I asked Samsung if it could specify which products had QD-OLED and which ones had White OLED panels, and it skirted around the question: “While we can't speak to this. What we can tell you is that the real power behind the picture is our processors, like the NQ4 AI Gen3 Processor, which drives new OLEDs like the S95H and S90H.”

We believe that the QD-OLED panels will be used only on the S95H series, which was Samsung’s approach in its 2025 product line. The rest of the products will have White OLED panels from LGD.

At the NJ event, Samsung provided measurements of color gamut for the S95H, performed by an independent firm using a Konica Minolta CA-410 colorimeter. I believe this is a reliable reflection of the TV’s color performance. The data is shown in the following table; the calculation of the % area reflects purely the area of the triangle formed by the three points.

The calibration firm assessed the BT-2020 as 84.1%; I cannot explain the difference with my calculation, but it is not meaningful. The performance appears better under the CIE 1976 format, as the BT-2020 performance is 90.2% according to the calibration firm. That difference should be a reminder – when you see a figure on BT-2020 color gamut performance, find out whether it is using 1931 or 1976 coordinates.

The S95H score of over 100% indicates that it can deliver a perfect representation of content mastered in DCI-P3. The performance above 100% on DCI-P3 may apply to Samsung’s Color Booster Pro feature, which “analyzes each scene to amplify colors for vibrant visuals”. For a home theatre purist, this amplification is undesirable, as it deviates from the director’s original intent. Nevertheless, the more vivid colors may be more attractive to mainstream viewers.

The recommended prices for these OLED TV lines range from $1,199 for the 48” S85H to $6,499 for the 83” S95H. Typical retail prices will be lower, and during promotions like Black Friday, they can be much lower.

For comparison, according to Counterpoint’s Advanced TV Shipment and Forecast Report, the average 55” Samsung OLED TV price in 2025 was $1,209, while the average price across all brands (heavily influenced by LG, which captures 50% of the OLED TV market) was $1,184.  The comparable figures for 65” were $1,403 for Samsung and $1,350 across all brands.

As we noted in our article last week, Samsung’s TV product line in 2026 includes eight distinct display technology variants, two of which are in the OLED TV product line. Samsung’s Head of Home Entertainment, Shane Higby, described his company as the “fastest growing OLED TV brand”, which aligns with Counterpoint’s data. Samsung has gained a share of the OLED TV market at the expense of Sony and Panasonic.

While Samsung has surged in OLED TV, that’s a little bit like a college winning the NIT basketball tournament (for our non-US readers, that is a second-tier tournament for teams that don’t make the top-tier NCAA tournament). OLED TV has been losing share at the top of the market to MiniLED, a category that Samsung once dominated but more recently has fallen to third place.

Samsung aims to regain some of its MiniLED mojo in 2026, as it adds MicroRGB (what we call RGB MiniLED) TVs as a third tier on top of its Neo QLED and MiniLED TVs. Later this month, Samsung is scheduled to release details, including pricing, on its MicroRGB TVs.

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