Section 1.1: The Role of LG and Samsung

The enhancements necessary for OLED TVs to evolve in the marketplace are being spearheaded by two major Korean tech giants: LG and Samsung. LG has dominated the OLED panel production for traditional OLED TVs, while Samsung disrupted this dominance last year with its introduction of QD-OLED technology, which offers several benefits.

In 2023, LG is countering with its MLA OLED panels, while Samsung continues to push forward with its second-generation QD-OLED models. This competitive dynamic is crucial for the advancement of the TV market, and it is undoubtedly benefiting consumers looking to purchase an OLED TV this year.

Samsung's S95C QD-OLED TV boasts enhanced brightness compared to its predecessor, thanks to improved efficiency and advanced software algorithms.

At CES 2023, Samsung announced a more affordable version of its QD-OLED TV, the S90C, alongside the premium S95C model, which promises elevated performance and a sleek design. The most notable improvement is a significant increase in brightness, with Samsung Display announcing that its 2023 screens can achieve peak brightness levels up to an astonishing 2000 nits, surpassing any previous OLED technology.

LG made a similar claim regarding its latest OLED screens, utilizing MicroLens Array (MLA) technology, which can also reach over 2000 nits of brightness. Notably, the LG G3 model's brightness leap is especially remarkable, as no prior LG OLED has approached 1000 nits in a 10% white window in FilmMaker mode.

The first reviews of Samsung’s S95C and LG’s G3 OLED models are in: both are exceptional, showing substantial improvements across various metrics and fulfilling their promise of unprecedented brightness. While both can indeed reach 2000 nits when displaying HDR content, this is typically achieved in non-color-accurate modes, such as Vivid, which few users will utilize for extended periods.

After calibration in FilmMaker mode—preferred by discerning viewers and gamers alike—both models maintain around 1400-1500 nits of brightness in a 10% window. This is remarkable, particularly in the realm of OLED technology. They also surpass the 250-nit threshold in full-screen brightness, both in SDR and HDR, addressing common complaints from sports fans and regular TV viewers about brightness levels.

Section 1.2: Real-World Impact of QD-OLED and MLA Technology

What does this enhanced brightness mean in practical terms for consumers using these new OLED models? Primarily, it signifies that both the LG C3 and Samsung S95C can now deliver exceptional picture quality in a variety of lighting environments without any caveats. This is a refreshing shift, eliminating the need for dark rooms or controlled lighting conditions, which had been a limitation of previous models.

Sony is also expected to release its own brighter QD-OLED model, the Bravia XR A95L, within the next six months, which is anticipated to be a strong contender in the 2023 TV market.

While a G3 or S95C may struggle against direct sunlight from a large window, this challenge is common across most TVs today. Only a select few high-brightness LED/LCD models can withstand such conditions, and they are becoming increasingly scarce due to new energy consumption regulations in Europe.

Achieving around 1500 nits in a color-accurate mode is a benchmark that was once desirable in the LED/LCD TV realm; now OLEDs are meeting that standard while retaining their inherent advantages, such as perfect black levels, superior contrast, pixel-level control, and instantaneous response time.