Samsung has shattered Sony's long-standing dominance at the 2026 Value Electronics TV Shootout, claiming top honors with its latest OLED flagship. The annual shootout, a fiercely competitive benchmark for high-end televisions, saw Samsung's QD-OLED panel outperform Sony's new True RGB technology in nearly every category, from brightness to color accuracy. For the first time in four years, Samsung's S95F series walked away with the grand prize, signaling a major shift in the premium TV market.
The Value Electronics TV Shootout, held in New York, is widely regarded as the definitive comparison for flagship TVs. Judges—a panel of industry experts, calibrators, and enthusiasts—evaluate sets on picture quality, motion handling, HDR performance, and out-of-the-box accuracy. This year's contest was particularly anticipated because Sony introduced its True RGB display technology, which uses separate red, green, and blue laser emitters for unprecedented color purity.
Samsung's winning entry, the S95F, leverages an advanced QD-OLED panel that combines quantum dots with blue OLED emitters, delivering peak brightness exceeding 2,000 nits and near-infinite contrast. It scored highest in both SDR and HDR evaluations, with judges praising its ability to maintain black levels even in bright rooms. Sony's True RGB set, the A95L, came second, noted for its exceptional color gamut—covering 99% of the DCI-P3 space—but fell short in brightness and motion resolution.
The results have major implications for consumer buying decisions, especially ahead of the holiday season. Samsung's victory reinforces its aggressive push in the premium segment, while Sony must refine its True RGB technology to catch up. Industry analysts note that Samsung's win could accelerate adoption of QD-OLED across more price tiers, potentially pressuring LG's traditional WOLED panels.
Looking ahead, Samsung plans to expand its QD-OLED lineup into lower-priced models, while Sony is expected to iterate on True RGB for a 2027 launch. The shootout outcome also raises the bar for upcoming TV releases from LG and TCL. Consumers should expect sharper HDR performance and more affordable flagship models as competition heats up.
Technology
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The 2026 Value Electronics TV Shootout Results Are In—And It’s Great News For Samsung
Samsung’s latest OLED flagship shakes up the established order, while Sony’s True RGB technology also makes its mark.
John Archer, Senior Contributor
Forbes
2 min read
6/10
New York
Key Takeaways
- Samsung's S95F QD-OLED won the 2026 Value Electronics TV Shootout, marking its first victory since 2022.
- Sony's True RGB technology debuted in the A95L, achieving 99% DCI-P3 color coverage but falling short in peak brightness (under 1,800 nits).
- The shootout panel of 12 judges evaluated 8 criteria, including black uniformity, color volume, and motion resolution.
- Samsung's S95F recorded a peak brightness of 2,100 nits, a 15% improvement over the previous year's model.
- The result is expected to drive QD-OLED market share growth to 45% among premium TVs in 2027, up from 30% in 2025.
Frequently Asked Questions
The Value Electronics TV Shootout is an annual event where industry experts, calibrators, and enthusiasts compare flagship TVs side-by-side in a controlled environment. Judges evaluate picture quality, brightness, color accuracy, and motion handling to determine the best TV of the year.
Samsung's S95F OLED TV won the 2026 shootout, taking first place for the first time since 2022. It outperformed Sony's debut True RGB model, the A95L, on brightness and motion resolution.
Judges assess multiple criteria including SDR and HDR brightness, black uniformity, color gamut, color volume, motion resolution, and out-of-the-box accuracy. Scores are averaged across all judges to determine the winner.
True RGB is a new display technology from Sony that uses separate red, green, and blue laser emitters to achieve wider color gamut and purer colors. It debuted in the Sony A95L model at the 2026 shootout.
Based on shootout results, Samsung's QD-OLED offers superior brightness and motion handling, while Sony's True RGB excels in color accuracy. Your choice depends on room lighting and content preferences. Both are excellent, but Samsung is currently the top performer.
Sony is expected to iterate on True RGB technology for a 2027 refresh, likely addressing brightness and motion shortcomings. Until then, Samsung's QD-OLED remains the best option for bright-room viewing.
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