I have the Samsung 77" S90C and love it.

More than bright enough for my living room with sliding doors on the left side and curtains open. Not direct sunlight but not dim either. I even had to reduce the brightness cos it was too bright for me out of the box.

I "upgraded" from the Sony a90j and I think the Sony has a better picture but a little dimmer. They're both awesome, but the Sony is better. I miss it sometimes lol.

Sony picture is more pleasing and seems smoother but not like soap opera. Don't know how to describe it, but it's just nicer. YouTube looks better too.

Don't really care for Dolby Vision so I don't miss it on the Samsung.

The sound from the s90c is surprisingly good, loud with good base. But I hook it up to my avr with 5.1 so I don't use it.

S90C small remote controller is not the best. Would have preferred more buttons and no backlight like the Sony. Also hate the operating system on the Samsung. I hook it up to an Nvdia Shield. Sony has Android built in.

All in all, the S90C is good and to my mind it's 90% the capabilities of the much more expensive sony (of the same size).

Bottom line, I think you can't go wrong with any new OLED TV. Plus, it's not like you'll have the "best" TV next to it to show you what you're missing. You'll just enjoy the deep blacks and wonderful picture of your shows.

Not a very technical review I know but hope it helps.

I upgraded to the s90c when I moved to a new house last year. I wanted to try out the new, supposedly better, QDOLED so I thought, why not?

Also wanted to upgrade to the larger size.

Don't be overwhelmed.

It's really an embarrassment of riches if you ask me.

Any OLED, in my humble opinion, whether it be from Samsung, Sony, or LG will be fantastic. Especially if it's been a few years since your last purchase.

So stick to your budget and enjoy.

Whatever's the best today will be yesterday's news in a few years anyway. Don't worry about it.