Samsung really seems to have gone out of its way to make its TV lineup as confusing as possible this year, especially where its flagship OLEDs are concerned.

In the UK, Samsung’s top OLED is the S99H. It’s a glorious TV that takes OLED performance to new heights, wrapped in a fancy, somewhat divisive frame design.

Elsewhere in the world, though, this TV is known as the S95H.

Not too confusing yet, right? But get this: in the UK, we also get an S95H, and it’s different to the S95H found elsewhere in the world.

So, what is the UK S95H? Prevailing wisdom says that it’s essentially the S99H with a wired One Connect box and the large metal frame removed.

We were excited about this prospect: we like the S99H’s frame when the TV is wall-mounted, but it looks rather awkward when the TV is set on the – let’s face it – rather cheap, plastic feet.

If we could get a version of the TV with the same performance, a more typical design and a lower price, that would be a winner, right?

Well, it would, but that isn’t what the UK S95H is.

With both models set up side by side in our test room, there’s an instantly appreciable difference in brightness and vibrancy, with the S99H being clearly better in both regards.

Samsung is always (infuriatingly) coy about which of its models feature what panel tech, but we do know that the S99H is a QD-OLED model. Given that the UK S95H is less vibrant and less bright, you might assume that it’s a WOLED, but while I can’t be 100 per cent sure, I don’t think that’s the case.

The S95H’s screen has a very similar matte coating to the S99H, and while it’s less bright and vibrant than the S99H, it looks more ‘step-down QD-OLED’ than ‘WOLED’ to me. In fact, it looks remarkably similar to Samsung’s 2025 OLED flagship, the S95F.

To be clear, the S95H looks like a very good TV, and, having tested all of the brand’s OLEDs and several of its backlit models as part of our Awards process, I think it’s probably the second-best Samsung TV you can buy this year.

It isn’t, though, in the same league as the awesome S99H.

Frankly, no TV we’ve seen so far this year is in the same league as the S99H, but our Awards testing isn’t quite finished yet. Could anything else knock it off the top spot? Find out when we announce the What Hi-Fi? Awards on 13th October.

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Here's our Samsung S99H review

Got a burning question about your hi-fi, home cinema or TV setup? Or perhaps you’re struggling to decide what to buy next? Our Sound Advice live Q&A is back this Friday, giving you another chance to put your questions directly to the What Hi-Fi? team.

Following the success of our first Sound Advice Q&A, we’ll be back between 1pm and 3pm this Friday, 2nd October, to tackle your questions on everything from choosing new kit to getting the most out of the equipment you already own.

Ketan Bharadia, our Technical Editor, Kashfia Kabir, our Hi-Fi & Audio Editor, and I (I'm the TV & AV guy) will be on hand to offer our advice on hi-fi, headphones, home cinema and TVs.

Wondering whether you should buy an OLED or Mini LED TV? Trying to choose between two of the best speakers? Not sure which turntable would make the most sense with your existing system? Or perhaps you’ve got a question about Dolby Atmos, streaming, vinyl or one of the latest AV formats? Ask away.

We can also give you our thoughts on the latest products and technologies, help you decide whether a tempting deal is actually worth taking, and answer questions about how we test and review the products we recommend.

As before, the Q&A page will go live on Friday morning, so you can get your questions in before we start at 1pm. You can also leave questions in the comments below or email them to whathifi@futurenet.com, and we’ll do our best to answer as many as possible during the session.

Sound Advice is about giving you the kind of personalised advice that isn’t always possible in a standard review or buying guide. So whether you’re facing a tricky buying decision, want to know what we think about the latest hi-fi and home cinema tech, or fancy a peak behind the What Hi-Fi? curtain, we’d love to hear from you.

Join us this Friday – and get your questions in nice and early!

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Want immediate buying advice? Here are the best turntables, best headphones, best speakers, best TVs and best soundbars you can buy right now

And here's the lowdown on how we test products at What Hi-Fi?