The Samsung S95F: Everything we've learned from CES 2025

Samsung officials unveiled the Samsung S95F at CES 2025, and it’s already shaping up to be one of the most captivating TVs of the year.

Samsung’s flagship OLED, the S95F builds on the success of last year’s Samsung S95D, a TV that marked a significant turning point for Samsung with its QD-OLED technology. Competing directly with LG’s G5 and Panasonic’s Z95B, the QD OLED vs WOLED battle continues and makes for a very exciting year for OLED enthusiasts.

At Smart Home Sounds, we had an early look at the S95F at Samsung’s exclusive First Look event, held at CES in January. This annual showcase is where Samsung unveiled its latest TV innovations, and it gave us the opportunity to check out what's coming in their 2025 lineup. 

Samsung S95F vs S95D: What’s new?

The headline feature of the Samsung S95F is its brighter QD-OLED display. Samsung claims a 30% boost in peak brightness, taking it from the S95D’s impressive 1,650 nits to 2,000 nits on a 10% HDR window. Full-screen luminance has also seen an upgrade, now reaching 400 nits compared to the 300 nits of its predecessor.

But where is this step up in performance coming from? 

Well, Samsung Display, the panel manufacturer behind Samsung’s OLED TVs, revealed its 2025 QD-OLED display at CES. According to FlatpanelsHD, Samsung Display have shared it will have the ability to hit 4,000 nits peak brightness on a 3% HDR window—a massive step forward for QD-OLED technology.

These improvements are driven by advancements in panel driving technology and the use of new organic materials which increase light-emission efficiency by around 30% compared to last year’s models. While real-world TVs like the S95F won’t quite reach those extremes, they will benefit from the step up in performance.

Now while there’s still more information to be shared from Samsung, it’s believed that this advanced 4th Gen QD-OLED panel will feature in most sizes of the S95F. However, the 83-inch model is speculated to use LG’s four-stack WOLED panel, but Samsung has not officially confirmed this detail. If true, however, this means the S95F lineup will mix QD-OLED and WOLED panels.

We saw this “panel confusion” in last year’s Samsung S90D where it wasn’t clear which sizes were using a QD OLED panel or WOLED panel. It seems Samsung are no longer officially disclosing the panel type they’re using. While they have stated that the picture quality will remain consistent across the range - regardless of panel type, I know a lot of us would prefer to know exactly what we are getting with our TV.

Oh and quick note on the naming convention for Samsung this year in case you’re confused, last year was D and this year it looks like they’ve skipped E and gone straight to F. 

Samsung Glare-Free 2.0 technology: Brighter Spaces, Fewer Reflections

Another place Samsung is doubling down on technology is with their Glare-Free technology - introduced in their 2024 S95D model and now upgraded to Glare-Free 2.0 in the S95F. The introduction of this tech last year was a game-changer for bright spaces, reducing reflections and making OLED TVs more practical for daytime viewing. However, it came with some trade-offs in vibrancy and black levels, particularly in brighter environments.

At CES, we saw Samsung’s claims of improved ambient contrast and deeper blacks in action - albeit in a pretty dark and controlled environment. The new coating is set to retain the benefits of glare reduction but introduces advanced materials to reduce reflections more effectively. This makes the S95F a strong contender for daytime viewing, although traditionalists who prefer the glossy look of OLEDs may still need convincing.

Samsung’s confidence in its anti-glare technology was clear as it has expanded Glare-Free technology to its Neo QLED lineup this year as well.

We're keen to test out the upgraded glare-free technology to see how it's improved and compare it against the likes of the G5 to see which offers a better experience in a bright, light space. 

Design and Build: Sleek and Functional

Samsung’s flagship TVs have long been praised for their stunning designs, and the S95F continues that tradition. The TV boasts an ultra-thin profile, ensuring it blends seamlessly into any living space. The bezels are incredibly slim, offering an almost edge-to-edge viewing experience that enhances immersion.

One standout feature is the return of the One Connect Box, which has been a staple in Samsung’s flagship models for years. Samsung uses this to house all connections and ports, keeping the TV itself sleek and clutter-free. This design not only keeps the TV itself sleek and clutter-free but also provides flexibility during setup, allowing users to hide the box and maintain a clean aesthetic. Whether wall-mounted or placed on a stand, the S95F’s design ensures it remains a statement piece in any room.

Other Upgrades: AI, Gaming, and Smart Features

The S95F also delivers significant improvements under the hood. Samsung’s new NQ4 AI Gen 3 processor ups the ante with 128 neural networks, providing enhanced SDR upscaling and more refined picture quality. This upgrade stood out during our hands-on time with the TV, particularly in scenes with challenging detail and dynamic range.

For gamers, the S95F offers a bump in refresh rate to 165Hz, up from last year’s 144Hz. While this change will appeal primarily to high-end PC gamers, it highlights Samsung’s commitment to maintaining its position as a top choice for gaming enthusiasts. No doubt this will be one of the best gaming TVs of 2025. Coupled with the usual suite of HDMI 2.1 features, including VRR and ALLM, the S95F remains a solid gaming option.

Finally, the Tizen OS continues to evolve, integrating seamlessly with Samsung’s SmartThings ecosystem and voice assistants like Alexa and Google Assistant.

Closeup of the Samsung Frame Pro

The Samsung Frame Pro and Samsung’s TV Lineup at CES

While the S95F stole the spotlight, Samsung also introduced exciting innovations across its TV range. One standout is the Samsung Frame Pro, which takes their lifestyle TV lineup to a new level with improved glare reduction and a more premium finish. If you’re interested in Samsung’s full 2025 offering, check out our detailed roundup of Samsung at CES: 5 things you need to know about where we cover everything from the S95F to the Frame Pro and beyond.

Final Thoughts: A Worthy Successor?

After seeing the Samsung S95F in action at CES, it’s clear that this TV is building on the solid foundation of the S95D while delivering significant advancements. The brighter QD-OLED display, improved Glare-Free 2.0 coating, and upgraded AI processor make it a strong option for brighter spaces and mixed viewing environments.

However, the competition is fiercer than ever. With both LG and Panasonic pushing advancements in WOLED with their flagship G5 and Z95B models respectively, the S95F will have to prove its worth in real-world testing. For now, though, it’s safe to say Samsung is continuing to fly the QD-OLED flag, and we can't wait to get it in the studio for testing.

Pricing and launch dates are yet to be confirmed for the Samsung S95F but we are hoping for similar prices to the S95D when that launched. It's still early days to offer a verdict on this TV but we are definitely excited to see if it can hold its own against the likes of the G5. Stay tuned for our full review once the S95F is officially released.

More: Panasonic Z95B First Look: OLED TV reinvented?