The S90F is Samsung's latest mainstream OLED TV offering. Packed with features but spared the expensive trappings which designate flagship status – that's left to this year's S95F – it's the model the South Korean giant expects to shift in volume. On the strength of this 65-incher, it will fly off the shelves.

The screen is a bona fide banger. There was a time when Samsung and OLED were like oil and water, as they just didn't mix. Times have changed, and now the brand has firmly embraced self-emissive OLED, encouraged by the plaudits showered on its own QD-OLED panel technology.

The S90F shares much of its DNA with its expensive stablemate but arrives with a more come-hither price point. This might just transpire to be the upper-middle-range TV to beat in 2025, but there are caveats – more of which later. The good news is that this model is available in multiple sizes: 42-, 48-, 55-, 65-, 77-, and 83-inches, to be precise. There's clearly one for every room size, but the 65-inch version tested here appears to be the sweet spot.

UP CLOSE

The S90F is a no-nonsense design. The back panel and electronics housing are moulded plastic that's functional rather than fancy. Two centrally placed pedestal feet snap into place using a clever slot-in, key-lock system, making physical setup a breeze - please note that other territories may get the single foot as per the header and 'official' images. There's no more fiddling with screws. Still, what it lacks in cosmetic finery, it makes up for in picture processing and usability.

Unlike the S95F, this model doesn't use a separate One Connect box and tuner. You just go direct, which suits me fine. Connectivity is generous, with four HDMI v2.1 ports (one eARC-compatible), two USB ports, an optical digital audio output, Ethernet LAN, and dual tuners for terrestrial and satellite TV reception. A common interface slot is also present for regional broadcast needs.

All four HDMI inputs support a high frame rate for 4K 120Hz gaming. Samsung has long been an advocate of advanced gaming features, and there's no change to that philosophy here. A 144Hz refresh rate, VRR, FreeSync Premium, and G-Sync are available to ensure smooth, tear-free gameplay. Consoles or PC, you're covered. A dedicated gaming interface is available to oversee all key settings, such as Game Genre, Virtual Aim Point, Game Motion Plus and audio output.

It's worth noting that this TV doesn't feature the matte anti-glare screen coating of the flagship S95F, meaning reflections from bright light sources will be noticeable. But on the plus side, this more glossy treatment adds reliable depth to its black-level performance.

Two remote controls are provided. One is a regular button-encrusted wand, and the other is a slimmer Bluetooth pointer. Both have dedicated buttons for Netflix, Prime Video, YouTube, and Samsung TV Plus.

Usability has received a welcome overhaul this year. The S90F comes with a new TV interface that is far less intrusive than its long-serving predecessor. Onscreen menus no longer occupy the centre of the screen, obscuring everything behind. Instead, they're confined to a quarter of the screen. This change makes it far easier to adjust the picture and see the results of your tweaks. This menu window size can also be altered for preference, even while remaining compact and easy to navigate.

Samsung's Tizen OS smart platform has also undergone a minor facelift, emerging with a more user-friendly, less intrusive design. Two voice assistants, Samsung's Bixby and Amazon Alexa, are built in, and a new Daily Board feature displays useful info or artwork when the screen is having some downtime. SmartThings integration also allows the set to double as an automated home dashboard, offering control over connected, compatible devices (security cameras, AC, smart Samsung washing machines and so on). If you want to connect a Bluetooth speaker, you can do so.

Content-wise, Tizen is as robust as ever, providing access to all major streaming services, including Netflix, Disney+, Prime Video, and Apple TV+. There's also Samsung TV Plus, the brand's own linear TV over Internet service, which offers a bewildering array of free-to-view themed channels. Similarly, the Gaming Hub offers cloud gaming services like Xbox Game Pass, GeForce Now, and Amazon Luna, confirming the set as an enticing option for joypad botherers.

PICTURE THIS

The Samsung S90F comes in various screen sizes, but panel type varies across the range. The 65-inch model reviewed here features QD-OLED glass, meaning richer colours and superior brightness (we believe) when compared to the WOLED glass used elsewhere in the range line-up. Consequently, picture observations reported here relate specifically to the 65-inch UK model and may not necessarily translate to other screen sizes.

While Samsung won't be drawn on how it's deploying its OLED panels when it comes to the S90F, the full model number provides a vital clue: GQ65S90FAT. That final 'T' appears to signify that this is a QD-OLED panel. Other S90F screens have a suffix that includes the letter 'E', meaning they use a regular WOLED panel. More uniformly, the S90F series employs the same advanced NQ4 AI Gen 3 processor as the S95F series, and it's this that provides tip-top AI-based 4K upscaling and motion enhancement.

During setup, you're invited to optimise sound and vision to suit your viewing environment and broadcast content; this involves setting Adaptive Picture, Adaptive Sound Pro, Adaptive Volume, and Active Voice Amplifier Pro. You can choose to engage these AI enhancements or set them up later. The audio options will likely prove useful if you typically watch TV in a noisy environment, but if this isn't the case, I would steer clear.

The most immediate impression the 65-inch S90F makes when turned on and tuned in, is brightness. This set is a veritable beacon. HDR performance is predictably good. The set supports HDR10 and HDR10+ Adaptive but, in typical Samsung fashion, omits Dolby Vision. While that might disappoint some home theatre purists, the S90F's panel is certainly bright enough to handle HDR content without much need for Dolby's tone-mapping magic. I measured peak brightness in HDR mode up to an impressive 1,900 nits on a 2% patch and 1,783 nits on a (more realistic) 5% patch in Dynamic mode, with striking highlights and deep, inky blacks.

Watching The Mandalorian on Disney+, the interplay between deep space blacks and pinpoint star highlights is mesmerising and a great challenge for the set's various picture presets. The Standard picture mode delivers a colour-rich and dynamic presentation, while Filmmaker mode, which ostensibly adheres more closely to director intent, dims some stars to near invisibility, at least when seen from a typical viewing distance. Movie mode is somewhat better. But, for most eyeballs, I reckon Standard is the best option, offering cinematic impact without sacrificing detail.

In some ways, the balance of picture on this 65-inch S90F OLED is reminiscent of that which graced Pioneer's final plasma screens – and I mean that as a compliment. No one aspect of the image overpowers the other, as granular detail, colour vibrancy and contrast create a harmonious whole that's a joy to watch.

Upscaling is another strong suit. Standard Dynamic Range (SDR) content benefits from subtle HDR-style highlights, with NQ4 AI Gen 3 silicon enhancing textures and depth without looking artificial. This is important because, for most of us, SDR still constitutes the majority of programme material we're likely to watch.

Samsung's motion processing is generally top-notch, keeping fast-moving content free of major artefacts. When it comes to motion interpolation, I would suggest leaving picture clarity settings on Auto. The system makes no obvious mistakes – movies look cinematic, while footage of athletics, with fast action, is clean and free of ringing and edge effects.

Off-angle viewing is another plus point. The S90F retains brightness and colour saturation when viewed from the side, making it a solid choice for wide-seating arrangements. Consequently, this is a strong option for large families. Ultimately, I suspect the S90F's picture is difficult to beat when it comes to bang for the buck.

It may be relatively slim, but the S90F boasts a surprisingly decent-sounding 2.1-channel audio system, with 40W of power at its disposal. I found sonics to be clear, uniform, and fine for everyday viewing, but inevitably, the screen lacks the depth and bass extension needed for a truly immersive movie night. Even in action-heavy scenes, dialogue remains intelligible, particularly if you embrace Samsung's copious voice enhancements. That said, if you want more aggressive audio steering and deep, rumbling bass, pairing this TV with a soundbar or AV receiver is wise.

THE VERDICT

For those seeking a premium OLED TV experience without a flagship price tag, the 65-inch Samsung S90F is clearly an outstanding choice. Its imagery is top-tier, its gaming capabilities are cutting-edge, and its smart features are more refined than ever. While cinephiles should still look to an external audio upgrade – the set is fully compatible with Samsung's Q-Symphony soundbars – and Dolby Vision fans may feel miffed by its snub, the sheer quality of this display more than makes up for such shortcomings. Just remember that all this enthusiasm is focused on the 65-inch model. Samsung's predilection for panel obfuscation means its sibling models must stand on their own two (slot-in) feet.

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