Hands on: Philips OLED910 review

Philips is the latest TV manufacturer to launch its 2025 TV lineup, and the company kindly flew us out to Barcelona to see its latest OLEDs and Mini LEDs in action. One such model on show was the OLED910, which is the successor to last year’s OLED909 – a four-star OLED with plenty to offer but that was ultimately overshadowed by its step-down sibling.

That came as a shock, especially considering the prior OLED908 and OLED907 scored five stars, so we hope that the OLED910 will be a return to form for Philips. Will the company’s staple formula of combining the latest panel technology, a powerful sound system backed by a huge name in hi-fi and an absolute boatload of AI features be enough?

Unfortunately, we can’t definitively answer that question quite yet, as our brief time with the OLED910 was spent in various hotel meeting rooms – not the ideal testing environment. We’ll make a final assessment once we get the OLED910 into our dedicated testing room but, for now, these are our initial impressions.

Price

Pricing remains a mystery for the OLED910, as a lot can change between now and its prospective September launch. It’s also worth noting that this TV will only launch in the UK and Europe, so readers in the US and Australia will unfortunately have to look elsewhere for their next OLED fix.

We do expect a premium price tag to be attached to this TV, especially considering the 65-inch version of the OLED909 launched at £3499. With tough competition coming up from the likes of Samsung, LG and Panasonic, we can only hope that Philips prices the OLED910 competitively.

Build

Philips' design language for this OLED series has remained fairly consistent, with the OLED907, OLED908 and OLED909 all looking pretty similar – though the OLED909 is notable for swapping a centrally mounted swivel stand for two pill-style feet. While it looked sleeker on that TV, it did sacrifice some flexibility, as you could no longer pivot the TV. Unfortunately, Philips has stuck to this concept with the OLED910.

You'll notice that compared to its predecessor, the Kvadrat-covered speaker bar that adorns the bottom edge of the TV is now grey instead of black, and the feet are slightly plumper than the flatter blade-style stand of the OLED909. All in all, the OLED910 looks like an amalgamation of all the aforementioned TVs before it. Considering those models all looked rather suave, we have no complaints here (apart from the loss of the swivel feature).

We also can't overlook Ambilight, which comes in the advanced four-sided variety on the OLED910, but we'll dig deeper into that in the features section.

Features

The biggest news in the TV world this year is that Micro Lens Array OLED is no more. Primary RGB Tandem OLED has officially replaced MLA, and we had suspicions that Philips would adopt the new panel tech considering that it has remained loyal to LG Display's META OLED panels for the previous two generations of this TV. Our suspicions have been confirmed, as this TV sports the latest high-brightness OLED panel, with a quoted peak brightness figure of 3700 nits – not too shabby at all. Furthermore, Philips has implemented an "ultra-low reflectivity" coating to the display to reduce reflections and intrusions from ambient light.

It has also outfitted the OLED910 with its latest 9th Gen P5 AI Engine processor. Note that this is the single processor version and not the Dual Engine version found on the step-up OLED950, which supports a Specular Highlight HDR feature. However, it does come with a raft of AI-backed picture performance features, such as the ability to classify content on-screen and adapt the picture quality to best suit the content you're watching. The latest versions of Philips' Machine Learn Sharpness system, AI Smart Bit Enhancement algorithm and AI Perfect Reality are also on board, which should enhance sharpness, colour vibrancy and contrast. The OLED910 also continues Philips' legacy of being HDR format agnostic, as it supports both HDR10+ and Dolby Vision, as well as HDR10 and HLG.

Philips promises "exceptional image quality joined by the outstanding sound quality" on the OLED910, hence it's once again teamed up with long-time collaborator and legendary brand within the hi-fi realm, Bowers & Wilkins. As a result, the OLED910 features a 3.1 channel system, consisting of two 30mm X 50mm midrange drivers, a single titanium dome tweeter, and a Nautilus tube in each channel – an identical set-up to that of the OLED909.

There is also a rear-facing subwoofer with four passive radiators, and a total of 81W of amplification powering the system. While not much has changed on paper, B&W's Andy Kerr assures us that the OLED910's speaker array has been slightly re-tuned and will sound even better than the OLED909 (which scored a five for sound quality in our review). The onboard sound system features support for visualised Dolby Atmos as, unlike the Panasonic Z95B's Technics sound system, it doesn't feature dedicated upward-firing drivers.

Gaming-wise, the OLED910 unfortunately only carries two full-fat HDMI 2.1 sockets, though they do support 4K/144Hz signals with VRR and ALLM. Philips has also included an updated game bar feature for 2025. This features content recognition to identify what type of game you're playing and it adjusts the settings of the TV accordingly. One of those HDMI sockets serves as the eARC connector, so those with two or more gaming sources and a sound system will need to make compromises.

Finally, we come to the literal highlight of the OLED910. This TV features four-sided Ambilight which makes it ideal for those who wish to wall-mount their TV, as it will be framed with a perfect halo of light. While Ambilight may not be favoured by all, there are claimed benefits to perceived contrast, and paired with the right content it can be truly captivating. That all being said, there don't appear to be any enhancements to Ambilight this year, not that we found any issues with it on last year's OLED909.

Picture

Here is where we like to remind you that this is not our conclusive assessment of the OLED910, as we'll need to get the TV into our dedicated TV testing room to make any final judgements. Philips made it very clear that this TV is still around eight months away from release, too, so further refinements to the picture will almost certainly be made between now and then.

These are just our initial impressions based on some of the demo content shown at TP Vision Live and a sequence of A Quiet Place: Day One, which was featured during the audio presentation.

We can say that the benefits of Primary RGB Tandem OLED are becoming apparent. Highlights on this set pop with enhanced brightness, while the rich colours afforded by the panel's enhanced colour volume were noticeable, especially with the yellow coat and red beanie seen on Lupita Nyong'o's character in A Quiet Place.

Shots of nature from Philips' demo reels pointed towards vibrant blue oceans and lush vegetation, and while we know that the company likes to lean towards high saturation, it's worth noting that skin tones didn't look overcooked in our demo sessions.

There was also a nice depth to the image, with characters in the foreground of A Quiet Place looking sharp and present against a bustling city street. There was a noticeable bit of stuttering with a panning shot, but we're aware that this TV likely wasn't in our preferred setting, and we assume motion can be tweaked on the final version of this set.

Sound

The Philips and Bowers & Wilkins partnership, which began in 2018, has yielded some seriously impressive results over the years. While the OLED909 wasn't entirely perfect, we were very impressed by its sonic presentation, so expectations are high for the OLED910.

We were treated to three sound demonstrations; two musical and one with the aforementioned A Quiet Place movie. We should note that there was a B&W subwoofer attached directly to the TV, so the bass presentation enjoyed a boost. That being said, the vocals of Lady Blackbird's Beware The Stranger were crisp, with an overall warm presentation that sounded direct, and Massive Attack's Paradise Circus came across with a balanced and engaging presentation compared to most TV sound systems we experience.

With A Quiet Place: Day One, we were impressed at the atmospheric capabilities of the system, as it managed to deliver a convincing sense of space, despite it being a 3.1 set-up. Cars cruised from left to right with well-tracked sound, and it even attempted the sound of a helicopter soaring above, despite the lack of upward-firing drivers. We're still not convinced that it will beat a decent soundbar, and we won't get into comparing it to a full surround-sound speaker system, but for built-in TV audio, the OLED910 showed some promise.

Early verdict

We'll refrain from making any final judgements quite yet, but the OLED910 makes a strong first impression, with a brighter, punchier panel and impressive built-in sound system. While it carries some frustrations over from its predecessor, including a less functional stand and only two HDMI 2.1 sockets, the enhancements from last year's model do seem to be taking shape.

Will it get the OLED900-series back to its former five-star glory? We certainly hope so, though we'll need to test it fully before we can make that call.

MORE:

Read our full Philips OLED909 review

As well as our LG G5 OLED hands on review

And check out our picks for the best OLED TVs