Samsung just launched its latest OLED TVs, and I got a hands-on first look. Here's what's new and how to buy.

Samsung just dropped its 2026 lineup of OLED 4K TVs, including the S95H, S90H, and S85H. They come in a wide range of sizes, from a compact 42-inch screen to an extra-large 83-inch option. I got some early hands-on time with the S95H and S90H at Samsung's New Jersey facility, and based on my initial testing, both are already shaping up to be among the top TVs you can buy this year.

The S95H is the flagship, and it offers the brightest picture I've ever measured on an OLED. It also boasts access to Samsung's Art Store and a gorgeous new "FloatLayer Design" that gives it a frame-like appearance, making it look stunning on a wall. Meanwhile, the S90H is mostly an incremental upgrade over the already-great S90F from last year, with small improvements like a higher refresh rate. The big change this time around is the addition of Samsung's glare-free screen, which could be a pro or con depending on your preferences. I haven't had a chance to see the more affordable S85H in person yet, but based on the specs, it looks like a solid replacement for last year's model.

All three TVs are rolling out now through Samsung and other retailers. If you're considering a purchase, here's everything you need to know about 2026 Samsung OLED TV pricing, sizes, specs, and performance.

Samsung S95H OLED 4K TV price and specs

Samsung's S95H is its latest premium OLED TV, and it's an impressive flagship display. Compared to last year's S95F, this model is notably brighter and features a few cool design tweaks that make it a beautiful addition to any living room.

During my initial testing time, the S95H blew me away. Like all OLED TVs, it delivers pixel-level contrast so black levels completely disappear in a dark room. Viewing angles are also wide, so colors and contrast don't distort from an off-center position. It also supports a fast 165Hz refresh rate, which is a cool perk for PC gamers. But what really sets the S95H apart from most rivals is its incredible brightness.

I measured a peak brightness of 2,780 nits on a 10% test pattern. That number is close to flagship Mini LED territory, which just a couple of years ago would have been unthinkable for an OLED. It's also a nice upgrade over last year's already impressive S95F, which put out around 2,170 nits in the same test. This kind of brightness translates to stunning HDR highlights.

Another notable upgrade this year is the TV's aesthetics, which features what Samsung calls its "FloatLayer Design." Basically, the TV has a metal frame-like bezel, with the panel almost appearing to float in front of it. In person, mounted on a wall, it looks gorgeous. To complement this design, the S95H is the first OLED to offer access to Samsung's Art Store, featuring a selection of high-quality paintings and photographs. The Art Store does require a subscription for full access, but buyers get a selection of 30 free pieces that rotate monthly.

The S95F is available in sizes ranging from 55 to 83 inches. Samsung doesn't get specific about the type of OLED panels it uses, but based on previous iterations of this series and what I measured during my testing time, it's likely that the 55, 65, and 77-inch S95H use Samsung's latest QD-OLED panel, while the larger 83-inch size is likely using a four-stack OLED panel.

Pricing is similar to last year's model, but the 55- and 65-inch sizes are slightly more expensive than their S95F counterparts were at launch. I'll have a more detailed first-look review of the S95H soon, but the bottom line is that this is a very worthy successor to the S95F and easily one of the best Samsung TVs ever made. That said, you can currently pick up the S95F for around $1,000 less than this new model. I do think the brighter image, new design, and Art Store support are worthwhile perks for enthusiasts. But more casual buyers should probably snag the cheaper S95F while it's still in stock.

Samsung S90H OLED 4K TV price and specs

Samsung's S90 Series has earned my recommendation as the best TV overall for several years in a row now. The new S90H could continue that trend. However, it does make one design change that may limit its appeal to certain buyers.

Based on my initial testing time, the S90H looks like an incremental upgrade over last year's S90F. That's not a bad thing, as the S90F earned my highest recommendation. When it comes to upgrades, the S90H's most notable change comes with its refresh rate. Like the pricier S95H, it supports up to 165Hz for smoother PC gaming.

However, brightness is about the same as last year. I measured around 1,440 nits on a 10% window. That's about on par with what our reviewer measured on the S90F. That's a great number for an OLED in this price range, but it is notably dimmer than the flagship S95H, and it's a little disappointing that we're not getting a bigger boost with this new model.

When it comes to design, the S90H's biggest change is its screen coating. Previous S90 series TVs used a glossy panel, but the S90H now features the same glare-free, matte-like screen as the S95H. This kind of screen dramatically reduces reflections and glare. Seriously, it's almost night and day. However, it causes black levels to appear slightly hazy when the screen is hit with light from certain angles. This was evident during my testing with the set, but the effect was less noticeable than on previous-gen glare-free TVs.

Ultimately, whether you like this kind of glare-free screen or not comes down to personal preference. For people who struggle with reflections in their room, getting this feature on a midrange Samsung OLED is definitely a win. But those who favor a glossy screen to preserve black levels should grab the cheaper S90F while it remains available. Likewise, the competing LG C6 OLED is a worthy glossy-screen alternative.

Samsung S85H OLED 4K TV price and specs

The S85H is Samsung's most affordable OLED TV for 2026. This model wasn't available for testing during my visit, so I haven't had a chance to see it in person yet. However, based on specs, it looks similar to last year's S85F.

The S85H is the dimmest OLED in Samsung's lineup, so it won't match the brightness of the S90H or S95H. Likewise, it's limited to a 120Hz refresh rate rather than the 165Hz you get on Samsung's step-up models. A 120Hz refresh rate is enough to unlock high frame rate modes on consoles, but PC gamers can benefit from a higher rate.

When it comes to design, the S85H is the most basic of the trio. But it does have one feature that may or may not be a pro depending on your preferences: a glossy screen. Unlike the S95H and S90H, which use Samsung's glare-free tech, the S85H has a traditional glossy screen. This means the TV will be much more prone to reflections, but it can preserve black levels better in a bright room.

Given the lack of major upgrades, most shoppers on the hunt for an entry-level Samsung OLED are likely better off getting last year's cheaper S85F while it's still in stock. But as the year goes on, I expect the S85H's price to drop, which will make it a better value.

The post Samsung just launched its latest OLED TVs, and I got a hands-on first look. Here's what's new and how to buy. appeared first on Business Insider