Business Insider called this the best TV of 2026. But here are our thoughts...
The Samsung S90F strikes the perfect balance between performance and price. With QD-OLED technology delivering stunning contrast and colors in a glossy panel, it's ideal for dark rooms. Note: The S95F flagship gets brighter (2,100+ nits) with a matte "glare-free" screen and One Connect box, but costs roughly $1,000 more.
If you've been following TV recommendations this year, you've likely seen the buzz: Business Insider named the Samsung S90F the best TV of 2026. It's positioned as the "sweet spot" OLED that delivers premium performance without the flagship price tag.
But let's dig deeper. While we're big fans of the S90F, we believe in giving you the complete picture, including how it stacks up against the competition and where it might not be the right choice for everyone.
In our experience mounting hundreds of TVs throughout Colorado, we've seen every type of panel technology imaginable. The S90F is genuinely impressive, but it's important to understand exactly what you're getting and what alternatives exist.
Business Insider's roundup of the best TVs of 2026 placed the Samsung S90F at the top of the list, calling it the "sweet spot" for most buyers. The publication also recommended:
But here's the thing, the right choice depends entirely on your room, viewing habits, and budget. Let's break it all down so you can decide if the S90F is truly right for you.
Ultra-thin profile
If budget isn't a concern, the Samsung S95F is Samsung's flagship QD-OLED for 2025/2026. It shares the same NQ4 AI Gen3 Processor as the S90F, but that's where many similarities end.
The S95F features a matte "glare-free" coating that virtually eliminates reflections, making it the best OLED for bright living rooms. It also includes the Slim One Connect Box for a clean, ultra-thin wall-mounted look with no cables visible.
One of the S90F's biggest strengths is its range of sizes and competitive pricing
| Size | Model Number | Panel Type | Avg. Price |
|---|---|---|---|
| 42" | QN42S90F | WOLED | $999 |
| 48" | QN48S90F | WOLED | $1,099 |
| 55" POPULAR | QN55S90F | QD-OLED | $1,497 |
| 65" BEST VALUE | QN65S90F | QD-OLED | $1,299 |
| 77" | QN77S90F | QD-OLED | $1,997 |
| 83" | QN83S90F | WOLED | $3,499 |
Only the 55", 65", and 77" models use Samsung's premium QD-OLED panels. The 42", 48", and 83" versions use standard WOLED panels, which still deliver excellent image quality but don't quite match the color vibrancy and peak brightness of the QD-OLED variants. If maximum color pop is important to you, stick with the 55", 65", or 77" sizes.
QD-OLED delivers pixel-level contrast, rich colors, and deep blacks that make movies and shows really pop.
144Hz refresh rate (VRR) on PC, 120Hz on PS5/Xbox Series X, plus 4x HDMI 2.1 ports for all your gaming gear.
Excellent viewing angles mean everyone sees accurate colors regardless of where they sit.
~1,450 nits peak brightness handles ambient light well, though blacks rise slightly with the lights on.
The 65" at ~$1,500 delivers flagship-level picture quality at a fraction of the premium OLED price.
While blacks are deep, some premium OLEDs (especially LG's G5) achieve slightly darker blacks in pitch-black rooms.
Samsung doesn't support Dolby Vision, only HDR10, HDR10+, and HLG. Most streaming content is fine, but 4K Blu-ray collectors may notice.
No ATSC 3.0 tuner means you'll need an external box for 4K over-the-air broadcasts.
At $1,000+, it's not cheap. The TCL QM6K offers solid performance for significantly less if budget is priority.
While slim at 1.6", it has a central stand. The S95F or Frame TV might be better for truly flush wall mounting.
NQ4 AI Gen3 Processor with 128 AI neural networks for superior 4K upscaling
1,150-1,450 nits peak HDR brightness
Native 120Hz, up to 144Hz VRR for PC gaming
4x HDMI 2.1 ports (4K/120Hz capable)
2.1 channel 40W with Dolby Atmos
Tizen OS (7 years of OS updates promised)
After extensive research and hands-on analysis, we believe the Samsung S90F is the best TV for most people in 2026. Business Insider named it the best TV of 2026, and we tend to agree with that assessment.
Here's why: The S90F strikes that rare balance between flagship-level performance and accessible pricing. At around $1,500 for the 65-inch model, you're getting QD-OLED technology that was exclusive to $3,000+ TVs just two years ago. The pixel-level contrast control means movies actually look like movies. Those deep blacks and blinding highlights create that cinematic experience we all crave.
For gamers, the 144Hz refresh rate (with VRR support) on PC and 120Hz on current-gen consoles makes this a future-proof choice. Combined with 4 HDMI 2.1 ports, you won't be swapping cables between your PS5, Xbox, and gaming PC.
Is it perfect? No TV is. The lack of Dolby Vision is noticeable for some 4K Blu-ray collectors, and the Tizen interface could use some organizational improvements. But these are minor nitpicks against what is fundamentally an exceptional television that delivers premium OLED performance without the premium OLED price tag.
If you're looking for the best all-around TV that won't break the bank, the Samsung S90F is our top recommendation. It's the TV we'd buy for our own living rooms.
Ready to bring home the ultimate home theater experience? Here's where to get your Samsung QD-OLED TV.
65-inch Class Smart QD-OLED TV
65-inch Class Smart QD-OLED 4K with OLED Glare Free
Pro Tip: Need professional installation? Book our TV mounting service and we'll set up your new S90F or S95F perfectly!
Everything you need to know about the Samsung S90F