Samsung Launches Affordable OLED TVs to Rival LG’s Entry-Level Models

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Key Takeaways

  • The Samsung S85D Series starts at a lower price point than comparable models, making high-end OLED technology accessible to a broader audience.
  • The series includes Samsung’s NQ4 AI Gen2 Processor and Pantone-validated colors, enhancing both the performance and the visual experience.
  • Samsung's surprising use of LG OLED panels marks a significant shift in market dynamics and strategies between the two tech giants.

Samsung is shaking up the OLED TV market with its new S85D series, offering an affordable alternative to LG’s entry-level models

Priced competitively, the series starts at $1,699 for the 55-inch model, with the 65-inch and 77-inch versions available at $2,099 and $3,399 respectively.

This strategic pricing undercuts LG’s equivalent models and even Samsung’s premium S95D OLEDs, making the S85D series a compelling choice for consumers seeking top-notch technology without the premium price tag.

With such appealing costs, Samsung’s latest offering could soon top the list as the best value in the current OLED market.

Samsung's affordable OLED | Source:
Samsung’s affordable OLED | Source:

New Additions to Samsung’s 2024 OLED TV Lineup

Samsung Electronics America has unveiled new additions and enhancements to its 2024 OLED TV lineup, introducing several exciting new models and features to enhance viewing experiences for all media types, from blockbuster movies to fast-paced gaming.

As the new entry-level option, the S85D Series is designed to make Samsung’s advanced technology more accessible. Here are its key features:

  • Samsung NQ4 AI Gen2 Processor: This processor boosts performance and visual clarity, making it ideal for both everyday viewing and more detailed graphical content.
  • Dolby Atmos Sound: Provides immersive audio that enhances the enjoyment of movies and games.
  • Pantone-validated colors: Ensures accurate color display, appealing to both creative professionals and consumers who value visual fidelity.

The S90D Series is also available in additional sizes—42”, 48”, and 83”—to suit any room or preference. Here’s an overview of its main features:

  • Motion Xcelerator 144Hz: Provides ultra-smooth playback, perfect for watching fast-action sports and activities.
  • AI Auto Game Mode: Automatically adjusts sound and picture settings based on the type of game being played, improving the gaming experience.

These updates across Samsung’s OLED TV lineup offer various options to meet different needs, reinforcing Samsung’s commitment to innovation and leadership in the global TV market.

Technical Specs: Simplifying Your Choice

If you’re wondering about the differences across Samsung’s 2024 OLED TV models, the following comparison provides a clear and concise overview of the entire lineup. Whether you’re a gamer, a film enthusiast, or someone who appreciates precise color accuracy, here’s how each model stacks up to help you find the perfect TV for your needs.

Feature  S85D Series  S90D Series  S95D Series 
Price (MSRP) 55”: $1,699.99

65”: $2,099.99

77”: $3,399.99

42”: $1,399.99

48”: $1,599.99

55”: $1,999.99

65”: $2,699.99

77”: $3,699.99

83”: $5,399.99

55”: $2,599.99

65”: $3,399.99

77”: $4,599.99

Resolution 4K (3840 x 2160) 4K (3840 x 2160) 4K (3840 x 2160)
Refresh Rate 120Hz Up to 144Hz Up to 144Hz
OLED Glare Free No No Yes
Super Ultrawide GameView & Game Bar Yes Yes Yes
Upscaling 4K AI Upscaling powered by NQ4 AI Gen2 Processor 4K AI Upscaling powered by NQ4 AI Gen2 Processor 4K AI Upscaling powered by NQ4 AI Gen2 Processor
Sound Dolby Atmos, Object Tracking Sound Lite Dolby Atmos, Object Tracking Sound Lite True Dolby Atmos 4.2.2ch Sound, Object Tracking Sound +
Who Is This For? Ideal for everyday users seeking quality and affordability in a TV for mixed usage, like watching movies and day-to-day viewing. Best for gaming enthusiasts and tech-savvy users looking for advanced features like higher refresh rates and gaming optimizations. Perfect for users seeking top-tier tech with features for both high-quality home cinema and gaming in brightly-lit rooms.

Strategic Market Shifts

Samsung is strategically redefining the budget OLED TV market with its S85D series, directly challenging LG’s leadership in this area. This aggressive pricing strategy aims to attract more consumers looking for premium TV experiences without the high cost.

And here’s an intriguing development: the S85D series almost certainly includes OLED panels manufactured by LG Display. Last year, Samsung placed a substantial order for these panels as part of a strategic business alliance—an unexpected move considering the companies’ past competition. Once thought improbable, this partnership illustrates a major shift in industry cooperation and strategy.

Furthermore, Samsung has chosen not to focus on quantum dot technology in the S85D series. Instead, it highlights “Pantone-validated colors” and the ability to display “pure blacks and bright whites,” indicating the use of more affordable WOLED panels. This move supports Samsung’s pricing strategy and appeals to artists and designers who prioritize color accuracy.

By combining competitive prices with specific features targeted at both general and niche markets, Samsung’s introduction into the budget OLED segment represents a smart blend of strategy and innovation, setting the stage to alter the competitive landscape significantly.