Samsung’s flagship OLED for 2026 has landed, and it arrives with a mission statement: to be the OLED that everything else has to beat this year. After testing, reviewers were floored enough by the Samsung S99H to crown it their flagship OLED of the year so far — high praise when the Sony Bravia 8 II has been sitting comfortably at the top of the pile.
The headline story is contrast. Fed a diet of Blade Runner 2049, Civil War and No Time To Die, the S99H serves up dazzlingly bright highlights, deep three-dimensional depth and a picture that reviewers described as an “unflinching visual feast” even sitting next to Sony’s award-winner.
Built for GTA 6 and then some
The gaming credentials are where this set really flexes. All four of its HDMI 2.1 sockets support up to 4K/165Hz signals, including the console-friendly 4K/120Hz format. There’s VRR, ALLM and HDR10+ gaming on board too. Rockstar hasn’t confirmed what frame rate GTA 6 will run at, but whatever the answer, the S99H is ready for it.
Key features at a glance:
- QD-OLED panel with support for up to 4K/165Hz
- Four HDMI 2.1 sockets, each handling the full bandwidth
- VRR, ALLM and HDR10+ gaming support
- 4.2.2-channel, 70W built-in speaker system
- Tizen OS with a refreshed interface and a wide spread of streaming apps
Sound and software
The audio is a genuine step up from the S95F predecessor, with plenty of height and width from the 4.2.2-channel, 70W array. It doesn’t hit huge volumes, but it’s an enjoyable built-in system that most owners won’t feel the urge to immediately replace.
On the software side, Tizen OS returns with a slick refresh and covers both domestic and international streaming platforms. HDR support comes via HDR10+, HDR10 and HLG, plus the next-generation HDR10+ Advanced. The most notable gap is Dolby Vision, which Samsung continues to leave off the spec sheet.
The deal
The good news for early adopters: this brand-new OLED is already discounted. The 55-inch S99H was £2,499 and is now £1,899 at Richer Sounds — a £600 saving on a set reviewed just two weeks ago. Unlocking that price takes a couple of steps: the code TRADE250 brings it down to £2,149, after which you claim £250 cashback from Samsung.
If value is your priority, the Sony Bravia 8 II remains similarly talented and cheaper at £1,699. But if you’re set on splashing out on a 2026 flagship OLED, the S99H makes it genuinely hard to find reasons to look elsewhere.
