Why Were Sony’s 2025 TVs Not Unveiled at CES 2025?

CES has always been a key event where tech brands reveal their most exciting innovations, and TV fans look forward to big announcements from industry leaders like Samsung, LG, and Sony. But for the second year running, Sony didn’t reveal any new TVs at CES 2025.

Naturally, this has sparked plenty of questions. Why would a brand so well-known for its cutting-edge TVs skip such a major event? Before we dive in, it’s worth noting that everything in this blog is purely speculation—but that’s part of the fun, right? Let’s unpack what could be behind this decision and what we might expect from Sony’s 2025 TV lineup.

Why Were Sony TVs Missing From CES 2025?

While Sony hasn’t shared an official reason for skipping CES this year, there are a few ideas floating around that might help explain it:

1. A Late Launch Last Year

If you’re a keen-eyed Sony fan, you’ll remember they announced their 2024 range of TVs, including the Sony Bravia 7, Sony Bravia 8, and Sony Bravia 9, much later in the year compared to other brands. 

Historically, they tend to launch their TVs closer to March and because of this timeline, we expect they might follow a similar strategy in 2025, keeping us on our toes for an exciting reveal later in the year.

2. Focusing on Their Own Launch Events

Sony might prefer to do their big reveals at their own events. It’s a great way to control the spotlight and avoid getting lost in the buzz of CES. Just look at Apple’s iconic launch events for example. Sony could be taking a page from that playbook, choosing to create their own moment in the spotlight rather than being one of many in Las Vegas. And honestly, who can blame them?

3. Taking Time to Perfect Their TVs

Let’s face it, developing the next best thing in TV tech like QD-OLED or Mini-LED panels and super-smart processors isn’t quick or easy. Maybe Sony’s 2025 TVs aren’t quite ready yet, and they’re holding off until everything is just right. Who knows? All we know is we’ll be tuning in for the big unveiling!

Sony 2025 TVs: What We're Excited For

Like we've mentioned, Sony hasn’t spilt the beans on their 2025 lineup just yet, but that doesn’t stop us from dreaming! Here’s what we’re excited to learn when they do finally release their new lineup:

Continuing to Push for Mini LED or Re-entering the Race for OLED?

Sony’s 2024 lineup showcased a clear strategy: the Sony Bravia 9 Mini LED TV took the spotlight as the flagship, while the Sony A95L carried over as a standout QD-OLED model from 2023. This balance of Mini LED and OLED technologies leaves us wondering about 2025...

Will Sony double down on their Mini LED approach, much like other brands have done, or could they re-enter the OLED race to take on heavyweights like Samsung and LG? Either way, it’s shaping up to be an exciting year where Sony might push the boundaries of one—or both—key display technologies, and we can’t wait to see where it’s headed.

What Will Sony Do With The Naming Convention?

In 2024, Sony moved away pretty dramatically from their previous naming conventions with their Bravia 7, Bravia 8, and Bravia 9 models. By adopting a simpler numerical system, Sony ditched the confusing jumble of letters and numbers, opting for a single number to indicate the level of performance. (The higher the number, the better the TV.) This approach made it easier for consumers to quickly understand where each model sat in the lineup—a move that we were pretty excited to see.

Now, the big question is: where will they go next? Will they continue with the straightforward numbering and introduce a Bravia 10, 11, or 12? Or could we see something like a Bravia 9 (Gen 2), signalling refinements to the flagship model? Whatever they choose, we’re here for it and can’t wait to see what twist they might add to keep things fresh for 2025.

AI-Powered Cognitive Processing

AI was one of the biggest buzzwords at CES 2025, with brands like Samsung showcasing how artificial intelligence is shaping the future of TV technology. Sony’s Cognitive Processor XR has already set a high standard for lifelike image and sound quality. Could 2025 see Sony taking AI integration even further to rival their competitors?

The Competitive Landscape at CES 2025

Hisense 136MX on CES show floor

Even without Sony there, CES 2025 was packed with exciting TV announcements from rival brands:

Samsung: 

Samsung revealed their latest range of TVs and soundbars, with a strong focus on making entertainment smarter and more personalised. Their flagship Neo QLED and OLED models took centre stage, showcasing how AI technology can elevate both picture and sound quality to new heights. Plus, news of the Samsung Frame Pro has also got tongues wagging too.

Read More: Samsung at CES 2025: 5 Things You NEED to Know About!

LG: 

At CES 2025, LG showcased its latest advancements in OLED and QNED TV technology. The new OLED evo lineup, including the G5 and the innovative M5 offers enhanced brightness and AI-driven features for smarter, more tailored experiences. The QNED range also saw exciting upgrades, including LG's first 100-inch QNED model for those who want to go BIG and the QNED9M featuring the Zero Connect box, which enables wireless 4K video transmission at up to 144Hz.

Watch: LG 2025 TV Lineup Revealed

Panasonic: 

Panasonic generated a lot of noise at CES this year by taking OLED technology in a bold new direction, ditching MLA and unveiling their first-ever RGB Tandem OLED model, the Z95B. This innovation has us very excited about what it could mean for the future of OLED technology and how it might shake up the competition with other brands.

Hisense:

Hisense revealed some impressive new TV tech at CES, including the world-first RGB Mini-LED TV the 116UX TriChroma LED TV. They also introduced their first consumer-ready MicroLED TV, the 136-inch 136MX. While these models took the spotlight, Hisense hasn’t revealed their full lineup yet, so there’s plenty more to look forward to in 2025.

Read More: Hisense 2025 TVs: 116UX RGB Mini LED & Micro LED First Look

Our Early Verdict: What’s Next for Sony’s 2025 TVs?

Sony's decision to skip CES 2025 might have some people scratching their heads, but they're clearly playing the long game. Their 2024 Bravia TVs set a high bar, so we're eager to see how they'll keep things exciting this year.

We'll be following their moves closely and sharing the latest news on our blog and YouTube channel but we're confident that whatever they're up to will be worth the wait!

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