As 2025 comes to a close, what a storming year it's been for the best OLED TVs. We've been absolutely spoiled by unexpected new technologies in the field, with LG's new multi-layer panel (as seen in the LG OLED G5) also making its way into this model: the Philips OLED 910.
I'd already seen the OLED 910 – and tested it alongside the Sony Bravia 8 II, LG G5 and Samsung S95F, with surprising results – so knew I was in for a treat when the set was delivered to my house. That's where I've been living with and testing the TV for the past month for this review.
As ever with Philips TVs – which, by the way, you can't get in the USA, they're only in Europe and the UK (albeit no 55-inch model for the latter region) – the OLED 910 comes with its unique selling point: Ambilight. This real-time edge illumination – which spills colours onto surrounding walls – is as eye-catching as it is immersive.
So in such a strong year for the best TVs – and with more new models expected at CES 2026, which might make you ponder whether to purchase now or wait until the summer – how does the Philips OLED 910 fit into the equation? Well, let me tell you, very well indeed. Here's why it's a 5-star set through and through (and even the one I'd buy over the pricier OLED 950).
Price & Availability
Philips sells the OLED 910 in 55-, 65- and 77-inch sizes – although the 'smallest' of those isn't ranged in the UK. So it's go big or go home for this year's model (which, given the number of queries I've had about that from readers, seems like bad judgement).
The 65-inch product is priced at £2199, but as I noted during the Black Friday sales, it was available for far less. Same with the 77-inch's £3,399 asking price – which you can already get with more than a grand off the asking price. Check out the shopping widget above for the current lowest prices.
My point being simple: Philips' RRP for the OLED 910 was already competitive at full price, especially when you consider the Samsung S95F or Sony Bravia 8 II pricing by comparison. With aggressive price reductions on top, however, it's a veritable bargain.
And that the Philips OLED 950 also exists – albeit with minor processing differences that don't make it worth the extra money in my view – the OLED 910 is the clear winner in my book.
What's New?
The Philips OLED 910 is the successor to the OLED 909, bringing a variety of new improvements.
The key change is the introduction of that new multi-layer OLED panel type – here termed 'META OLED' panel – which brings with it even greater brightness. It's not tuned with quite such a low black 'floor', as I'll get to – but I think most people will find that's actually to the new model's benefit.
Visually, the structure of the set is almost identical to its predecessor, except the 'soundbar'-like speaker section to the bottom edge is a much lighter grey than the darker finish previously. It gives a more distinctive look overall in my view.
There's a 9th Gen P5 processor powering everything (a step up over the 8th Gen from before), otherwise that's about your lot. There's still four-sided Ambilight. There are still four HDMI ports, but only two of them are HDMI 2.1 standard (with the eARC being one of those). And there's still very much to like!
Design
I've built and set up a whole bunch of TVs this year. The OLED 910 might be the easiest I've assembled of them all. Two elongated feet simply screw into the bottom edge and, that's it, you've built your new TV in mere minutes.
Those feet are simple yet elegant – and, importantly, remain sturdy – jutting out about a quarter way into the TV's footprint. The set is marginally raised, so there's a small gap, but there's no multi-height position option here – not that you'll need to add one of the best soundbars, given the built-in Bowers & Wilkins sound collaboration.
Because the feet are fixed there's no swivel to get around the back of the set. That's hardly the end of the world, as you can just pull it forward to access the all-important HDMI ports. Philips isn't the only one to lack a full four HDMI 2.1 standard ports, by the way, even the Sony Bravia 8 II has this same bother (but the LG OLED G5 does not).
Included in the box is a simple Philips remote, which hasn't changed for multiple iterations, but works well. It's got shortcuts to the core stuff you'll want – Ambilight, settings, menus, and streaming app quick-access – and separate volume and channel rockers that have a great feel to them.
The set runs on Google TV, which does negate to include the default UK catch-up apps natively – BBC iPlayer, etc. – but you can access Netflix, Amazon Prime and the usual big-hitters, no problems.
An affordable solution, such as a Netgem Pelio streaming box, or one of the best streaming devices, would solve this, though. Other sets do offer more from their operating systems, such as the Panasonic Z95B's FireOS integration, but I don't see this as a deal-breaker for the Philips.
Picture Quality
The real reason to go and buy any TV, though, is down to how good its pictures are presented. And it's here that the Philips OLED 910 undeniably excels, thanks to its new META OLED panel.
Philips is agnostic when it comes to high dynamic range (HDR) formats, with Dolby Vision, HDR10 and HDR10+ all supported – in much the same manner as Panasonic's Z95B will deliver the best, irrelevant of format.
Brightness is an important factor for picture quality, although it's not everything. Just because the OLED 910 can go super-bright (with peaks of 3700 nits; although full-screen brightness is 350 nits) doesn't mean that it'll always be sensible to do so, with some picture modes – Home Cinema and Filmmaker Mode, for example – leaning more into nuance.
One thing I found with the previous 909 was its tendency to lean into a little black 'crush' for some particularly dark scenes, but I've found the OLED 910 avoids this issue.
This might be why its black 'floor' isn't quite so low, but, as I said earlier, I think that's to the benefit of most people. I'm not talking 'grey' either, it's mere decimals different, yet still delivers the rich look for which OLED is so well regarded.
I've performed my usual tests, delving into my 4K Blu-ray library, plus relying on the best streaming services, to witness how the OLED 910 handles its business. And it handles it with panache, delivering bold colours and sharpness that's almost tickling the upper limits of allowable. But it all comes together beautifully in my view.
With TVs now so bright, a great viewing test is with Spider-Man: Into the Spider-Verse, which is not only a brilliant animated movie, it's brilliantly vibrant and colourful too. The OLED 910 leaves you in no doubt, with verdant greens and bursting reds. Add in Ambilight and it's a true visual treat, with motion also deftly handled.
Speaking of motion: I've been deeply impressed with this set's default handling of fast movement, especially in sports. On the flip side, it's a rare moment that motion is so deftly handled in movies that it avoids looking too smoothed out and soap opera-like – but the OLED 910 is a real gem in this department.
Philips offers a whole heap of further customisation options, too, with the main settings offering Contrast, Colour, Sharpness, Picture Noise, and Motion adjustments. These aren't just simple sliders with a one-press-does-all approach, either, with per-picture-setting adjustment to ensure everything you watch is to your preference. So even if the on-screen motion doesn't feel quite right, you can change it as you see fit.
There are even Ambient Intelligence options, adapting the display to surrounding lighting conditions, with Light Level Optimisation, Dark Detail Optimisation, Colour Temperature Optimisation and HDR Optimisation available via individual toggles. You'd think having them all on all of the time makes best sense – but, personally, I've skipped them in movie settings, to avoid any discernible sudden rise in levels.
Gaming is well catered if your console is plugged into the correct HDMI port, delivering up to 120Hz of smoothness, which I've been appreciating via my PS5 and the TV set to Game Mode.
Overall, the Philips OLED 910 betters its predecessor's pictures. Not solely because there's more brightness. But because there's enough subtle upgrades in the latest processing that avoid black crush, deliver colours with zing (a Philips staple, frankly), and respect sharpness and motion to a high degree. Throw in Ambilight and it's an impressive experience – the ideal option to make movie night feel like a true event.
Sound Quality
I've tested a lot of TVs and, let me tell you, a lot of them sound pretty horrible. After all, these modern thin panels don't have a lot of space to play with and, therefore, sound quality can be thin and tinny.
Not so with the Philips OLED 910. Here it's Bowers & Wilkins to the rescue, with an integrated 3.1 soundsystem – delivering a centre, left, right from the front 'bar', with a central woofer to the rear adding bass.
I think one of the most comprehensive aspects to this set's sound output is the height it achieves. The connection between what's happening on-screen – particularly speech – always feels pinpoint in delivery.
Sometimes the AI Mode preset can push the high-end a little too much, but stacks of Sound Style options are available (Original, Entertainment, Music, Spatial Music, Dialogue, Personal), so there's a choice for everyone.
And while bass isn't boomy or huge by any means – the Music preset does amp it up a little – it helps to bring a natural roundness to the mix. Nothing that'll challenge an added soundbar, of course, but if you don't want to add one of those then few TVs will rival this kind of out-the-box quality.
That said, the Panasonic Z95B, while pricier, does have an even more complete spatial sound system integrated into its build. This is a further step above, so is certainly something to consider if you're adamant that a 'no soundbar' minimalist setup is what you're after.
Philips OLED 910 review: Verdict
Nothing short of astounding: that's the Philips OLED 910 in a nutshell. That it offers so much, yet undercuts its key competitors on price, is a minor miracle. Shame there's no 55-inch model in the UK, though.
That Philips has managed to considerably improve upon its top-tier 909 from the previous year is nothing short of staggering. The picture isn't only brighter, it's better handled with processing subtleties, and avoids the black crush that sometimes affected its predecessor. This is a Philips masterclass in OLED quality, with its usual zingy colours and biting sharpness to boot.
Not only that, if you're firmly in the 'no soundbar' club and want a TV that stands on its own two feet (as is the literal case here), then the Bowers & Wilkins audio collaboration makes the OLED 910 one of the best-sounding sets you can buy – straight out of the box.
Pepper all this with additional Ambilight appeal, the full suite of HDR formats, and great price appeal – and Philips certainly has crafted one of 2025's best OLED sets.
Also Consider
If you want even more sound and can up your budget, but maintain that you don't want a separate soundbar, then Panasonic's Z95B is unbeatable. It also has the same core LG panel as the Philips.
For just sheer out-and-out OLED excellence, however, the Sony Bravia 8 II is hard to deny. You will want a soundbar with this beast, mind, but if budget allows then there's little better.
Both the above are available in 55-inch formats, too, which plugs a hole that Philips has, for whatever reason, left in the UK market...
