We’re knee-deep in new TVs at CES 2026, and unsurprisingly, Samsung is showcasing a slate of exciting, bleeding-edge models. But of all the sets in the Samsung 2026 TV lineup, one is shaping up to be a popular pick for savvy shoppers: the S90H OLED.
The S90H is the follow-up to one of the best OLED TVs of 2025, the Samsung S90F. Like its predecessor, the S90H is a mid-range set. It sits between the Samsung S85H OLED and the brand’s next flagship offering, the S95H OLED.
As a mid-range option — and a direct competitor to LG’s sure-to-be-popular C6 OLED — the S90H is inherently poised to make a splash in 2026. But two of its advertised features took me totally by surprise, and they could be the difference-maker for people trying to pick between LG and Samsung this year.
Samsung’s glare-free display is expanding
In 2025, one of the key differences between the mid-range Samsung S90F and the flagship S95F OLED (other than performance) was the design. The S90F has a standard, glossy screen, while the higher-end S95F features Samsung's glare-free, matte finish.
This year, the all-new S90H will rock the glare-free look, too, meaning the design flourish is no longer limited to Samsung's highest-priced OLED.
The glare-free look is more than a gimmick. While not everyone's cup of tea, Samsung's matte screen (seen above on an older model) dramatically reduces glare by scattering light across a wider area.
It's a divisive design decision among A/V enthusiasts because, in an average-lit room with a fair amount of ambient light, the matte finish tends to lift the OLED's inky, perfect black levels into a darker gray.
Despite some viewers' reservations, I'd estimate that more people appreciate the look than those who don't. And, in 2026, the feature will find its way into the mid-range tier of Samsung's OLED lineup.
Regardless of where you stand on matte-style screens, it's worth emphasizing how effective the design is at mitigating direct glare. For viewers with strong light sources in and around their living room, the feature goes a long way towards minimizing the potential visual distraction.
At the time of publishing, the S90H and flagship-level Samsung S95H are the only two Samsung OLED TVs confirmed to carry the glare-free display in 2026. The feature is also available on the brand's Micro RGB flagship TV, the Samsung R95H.
HDR10+ Advanced is here — and it’s not just for high-end TVs
In the HDR format ecosystem, a new contest is beginning to unfold: Dolby Vision 2 vs. HDR10+ Advanced. Both represent the newest version of the most popular enhanced HDR formats (Dolby Vision and HDR10+), and the Samsung S90H is confirmed to support HDR10+ Advanced.
Given the newness of Dolby Vision 2 and HDR10+ Advanced, I didn't expect to see many TVs at CES 2026 that supported either, but I was pleasantly surprised to see that HDR10+ Advanced support is already reaching Samsung's mid-range OLED.
The Samsung S90H is confirmed to support HDR10+ Advanced.
HDR10+ Advanced is the open-source, royalty-free answer to the next iteration of Dolby Vision. Its relatively rapid expansion into Samsung's portfolio suggests the brand is comfortable doubling down on its commitment to a royalty-free version of Dolby Vision, despite the current popularity of Dolby's enhanced HDR format.
HDR10+ Advanced is designed for the newest, highest-end displays on the market. It builds upon the HDR10+ formula, offering creators more ways to ensure that content looks as intended on current- and next-generation displays.
The new format reportedly improves motion handling thanks to an added feature called HDR10+ Intelligent FRC (frame rate conversion), taps AI-based algorithms to balance brightness on a scene-by-scene basis and more.
While you may not find yourself needing HDR10+ Advanced for the time being, it's something that might be nice to have in your TV's back pocket when more movies, shows and games are mastered for HDR10+ Advanced sometime down the road.
We probably won't get our hands on the Samsung S90H for formal testing until sometime in the spring. I'm eager to see how its new look and features resonate with OLED TV shoppers in 2026.
Follow Tom's Guide on Google News and add us as a preferred source to get our up-to-date news, analysis, and reviews in your feeds.
More from Tom's Guide
You must confirm your public display name before commenting
Please logout and then login again, you will then be prompted to enter your display name.
