For the consumer electronics segment, summer is a traditional time to compare innovative models announced in January at the annual CES. Therefore, the review of flagship TVs 2025 seems quite relevant. The list of dominant brands in the industry is quite short and includes:
– Japanese Sony and Panasonic;
– South Korean Samsung and LG;
– Chinese Hisense and TCL.
Representatives of other regions are absent, as, indeed, in other segments, including smartphones, projectors, robot vacuums, quadcopters, etc. In fact, East Asia has achieved a crushing victory in the competitive battle in global markets in the consumer electronics segment.
Japanese giants are particularly successful in the premium segment. But the lion’s share of the market today belongs to Chinese and South Korean companies due to the superb price-quality ratio.
Flagship TVs
In fairness, in recent years the flagship concept has become a little blurred. In fact, modern flagship represents the most innovative model, which demonstrates the level and direction of the company’s technological development. But the high price radically reduces its price-quality ratio, pushing model beyond the boundaries of mass demand. Therefore, the comparison is relevant only for flagships with a relatively affordable price.
For example, the new 116-inch Hisens UXQ with ultra-innovative RGB miniLED backlight is a flagship by all criteria. For reference, the new backlight uses red, green and blue (RGB) LEDs instead of traditional blue LEDs. In fact, it performs the function of the traditional RGB filter. According to the company, this innovation expands the range of visible colors and increases peak brightness by increasing energy efficiency. Unfortunately, its price reaches $ 30,000. Therefore, the company positions the U9QG as a mass premium model instead of the UXQ.
TCL also faced a similar situation. Superb X11K Ultra Premium Mini LED / QLED series can formally be positioned as a flagship. But the size of 98″/ 85″ and the price of $ 8,999 hardly correspond to the mass segment. Therefore, the more affordable TCL C9K is more effective as a flagship.
Excluding Japanese companies, the list of flagship TVs 2025 in the mass segment includes (65-inches models):
– Samsung S95F with hybrid QD-OLED panel ~ $ 3,300;
– LG OLED G5 evo (OLED65G5WUA, 2025) ~ $ 2,860;
– TCL QM9K (USA) / C9K (Europe) Premium QD-MiniLED ~ € 2,000 (the auction price with initial discount starts at $ 1,720).
– Hisense U9QG ~ $ 3,000 / $ 4,000 for 75″ / 85″ models.
The company also promises to expand this series with a 65″ model.
LG G5 vs Samsung S95F
Both series include 55″, 65″, 77″ and 83″ models. But LG also offers a huge 97″ TV.
HDR brightness (G5 vs S95F):
– peak 2% window ~ 2,400 vs 2,100 nits (cd/m²);
– 25% ~ 1,100 vs 1,050 nits;
– 50% ~ 710 vs 625 nits;
– 100% ~ 400 vs 400 nits.
For reference, this value characterizes the short-term max luminance for a white square covering part of the screen. Typically, it’s measured for 2%, 25%, 50% and 100%.
Game Mode reduces the G5 brightness by about 10%-15%, but has virtually no effect on the S95F brightness.
SDR (G5 vs S95F):
– 2% ~ 1,040 vs 1,050 nits;
– 25% ~ 900 vs 1,050 nits;
– 50% ~ 770 vs 580 nits;
– 100% ~ 470 vs 390 nits.
The panels of both series use self-emitting LEDs without a backlight, so their Contrast and Native Contrast are Inf : 1. As known, in traditional LED LCD TVs, not perfect black due to partial passage of the light flux from the backlight reduces the image contrast.
Color Accuracy
SDR (Pre-Calibration / Post-Calibration):
– White Balance dE 2000 – 0.99 vs 1.37 / 0.11 vs 0.21 (good value <3);
– Color dE 2000 – 1.25 vs 0.69 / 0.79 vs 0.49;
– Gamma – 2.19 vs 2.17 / 2.20 vs 2.19 (2.1-2.3);
– Color Temperature – 6,630K vs 6,506K / 6,541K vs 6,519K (6,500K standard).
HDR:
– White Balance dE ITP – 4.96 vs 10.16 / 3.31 vs 5.73 (good value <9);
– Color dE ITP – 8.6 vs 7.3 / 6.50 vs 7.60;
– Color Temperature – 6,706K vs 6,540K / 6,587K vs 6,480K.
SDR Color Volume of both series almost reaches 100% for CIELAB DCI-P3 and 80% for CIELAB BT.2020.
TCL C9K/QM9K
The list of innovations in the new TCL QM8K and QM9K QD-MiniLED series will impress even the most imperturbable Scandinavians. Precise Dimming and improved WHVA panel top the list.
– Precise Dimming with up to 5184 dimming zones;
– CrystGlow WHVA Panel.
As known, HVA (Huaxing Vertical Alignment) is a type of VA panel technology with high contrast ratios, deep blacks and improved response time due to Monolayer Monomer Technology. The C9K/QM9K uses TCL’s next-gen wide viewing angle WHVA panel, which was introduced last year.
Moreover, in TVs 2026 the company promises a new WHVA-based HVA Pro version with:
– expanded color gamut to 88% Rec.2020;
– reduced reflectance (2%);
– ultra-slim 2.9mm bezels.
The set of new technological solutions company called Halo Control Technology Suite.
Innovative Super High Energy LED Chip developed in TCL Pangu Lab increases brightness by 53% and can control up to 500 local dimming zones. The new Condensed Micro Lens, which narrows and sharpens light paths, improving the quality of HDR content playback. The improved Micro OD backlight system almost completely eliminates the halo effect. Reducing the distance between the backlight and the diffuser plate from 25mm to just 8mm minimizes light scattering, which increases image contrast.
Motion handling and brightness precision:
– Zero-Delay Transient Response reduces input lag;
– 23-Bit Bi-Directional Backlight Controller (smoother transitions with control for 65,000 brightness levels).
– Dynamic Light Algorithm – converts standard dynamic range (SDR) signals into near-HDR quality.
Main specs:
– peak HDR brightness up to 5800/6000/6500 nits for 65″/75″/85″;
– Native Contrast – 7,000:1 and Dinamic Contrast – 65 mln :1;
– color gamut – up to 97% in DCI P3 color space;
-144Hz Native Refresh Rate;
– ZeroBorder;
– audio by Bang & Olufsen.
Hisense U9QG
The flagship Hisense U9QG is part of the premium ULED line with quantum dot technology (Quantum Dot Color), mini LED backlight (Mini-LED X) and Hi-View Engine X processor.
The series includes 65″, 75″ and 85″ models. The announced price is ~ $ 3,000 / $ 4,000 for 75″ / 85″ models. The price of the 65″ TV is still unknown. For comparison, the price of 75-inch South Korean flagships reaches $ 4,000 and $ 4,900 for LG and Samsung, respectively.
Its mini LED backlight uses up to 5,300 zones of local dimming, delivering peak brightness of up to 5,000 nits.
AI-driven Hi-View Engine X processor improves brightness, contrast, color rendition and image scaling. It uses:
– AI 4K Upscaling, AI Super Resolution and AI Noise Reduction – improve image quality from sources below 4K;
– AI Local Dimming, AI HDR Upscaler and AI Depth Enhancement – adaptive adjustment of contrast and image depth.
U9QG uses Hisense Ultra LR panel which was designed to minimize reflections and glare. Ultra LR is an acronym for ‘Ultra Low Reflection’.
The company positions the series as a gaming one. Indeed, it supports 165Hz refresh rate, providing smooth playback in dynamic games, AMD FreeSync Premium Pro, eliminating image tearing in games, Auto Low Latency Mode (ALLM) and Dolby Vision Gaming.
In addition, TVs support Dolby Vision IQ, IMAX Enhanced and Filmmaker Mode, designed to optimize playback in films.
CineStage X Surround sound has a 5.1.2ch configuration for 75″ and 85″ TVs and 4.1.2ch audio in 65″ model.
Of course, Google TV with support for Google Assistant, Amazon Alexa, Apple HomeKit is an additional bonus of the series.
Conclusion
The comparison of the South Korean did not reveal a winner. Both series provide impeccable image quality. Minor differences are insignificant due to the general redundancy of specs. For example, a slight advantage of SDR peak brightness of S95F in 25% window (1,050 vs 900 nits) loses its meaning given the obvious redundancy of 900 nits for impeccable reproduction of SDR content. In this situation, the price advantage ($ 2,860 vs $ 3,300 for 65″) becomes a significant bonus in LG’s favor.
To be fair, the not-flagship, but superb 65-inch Samsung Neo QN90F (QD and Mini LED) costs $ 2,000. But the price of the LG C5, which follows the flagship G5, is also $ 2,000 ‘only’. Curiously, their ‘side-by-side’ comparison also does not reveal a winner due to the impeccable image quality of both series.
The Chinese flagship TCL C9K/QM9K and Hisense U9QG with QD technology and mini LED backlight use fantastic 5,184 and 5,300 dimming zones, providing incredible peak brightness of up to 5,800 and 5,000 nits, respectively. Moreover, TCL uses a huge number of innovations. As a result, the prices of ~€ 2,000 for 65″ TCL and ~$ 3,000 for 75″ Hisense provide a clear advantage of their price-qwality ratio. However, it’s partially compensated by the impeccable service and flexible discounts of the South Korean giants.
In general, the industry leaders offer an excellent choice for perfectionists with a good budget. Following the flagships, Samsung Neo QN90F, LG C5, Hisense U8QG and TCL QM8K are the perfect choice for pragmatists. They support almost all innovations, but are significantly cheaper.
This video introduces the flagship Samsung S95F 2025.
