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2023 Sony A80L, A95L OLED TVs Are Up to 200% Brighter Than Last Year [Updated with Pricing]

More competition in the high-end OLED TV market is leading to big advancements in picture quality.

2023 Sony A95L TV Lifestyle

Last Update: 8/1/23 – added pricing of QD-OLED models

Today Sony unveiled details in its Bravia XR 4K OLED TV lineup for 2023 and one spec stood out. The company claims the brightness of its A80L OLED TV will be up to 110% higher than last year’s model and the A95L QD-OLED TV will have up to 200% higher color brightness than its predecessor. While OLEDs are no slouch in the brightness department, they haven’t quite been able to match the peak brightness of high-end LED/LCD models so any improvement in overall luminance is welcomed. This will be particularly helpful on 4K content with HDR (High Dynamic Range).

The flagship Bravia XR A95L is built with the latest generation of Samsung Display’s QD-OLED panels. These combine the pixel level detail and luminance advantages of OLED with the color accuracy and saturation benefits of Quantum Dots. By combining the two technologies, a QD-OLED TV is capable of high brightness without sacrificing color accuracy and color volume. Sony deploys XR Triluminos Max technology, which the company says boosts color brightness by up to 200% on the A95L, compared to last year’s A95K model.

Sony’s A95L QD-OLED TVs boast color brightness up to 200% higher than last year’s model.

Meanwhile the Bravia XR A80L OLED TV uses WRGB OLED panels manufactured by LG Display. While LG used to own the OLED panel manufacturing market, the re-emergence of Samsung in OLED panel fabrication has provided incentive to LG to make their own advancements in OLED performance. And as LG’s customer, Sony’s own TVs benefit from these panel improvements. On the A80L OLED TV, Sony has enhanced their XR OLED Contrast Pro and XR Triluminos Pro technologies to boost panel brightness approximately 110% compared to the previous year’s A80K model.

Sony’s A80L will be available in sizes from 55 inches up to 83 inches.

It’s a TV… It’s a Speaker… IT’S BOTH!

If you pair up your new Sony OLED TV with a Sony soundbar, Sony A/V receiver or the HT-A9 surround speaker package, you can take advantage of the TVs’ “Acoustic Center Sync” feature. This uses the speakers built into the television as the center channel in a surround sound system so that the dialog and other center channel sounds are locked in with the on-screen action. On the A95L and A80L OLED TVs, Sony has developed a technology called “Acoustic Surface Audio+” where sonic actuators turn the TV screen itself into the speaker. This prevents any issues with dialog being reflected off the rear wall or stand while allowing the screen’s bezel to remain remarkably slim.

Sony Acoustic Surface Audio+
With Acoustic Surface Audio+, sound comes directly from the screen instead of from the sides or bottom.

Sony’s new OLED sets are all compatible with Dolby Atmos and IMAX Enhanced formats for an immersive surround experience. They also work with Sony’s “360 Spatial Sound Mapping” (360SSM) technology which creates a more seamless and immersive listening experience. 360SSM is built into most of Sony’s current soundbar line-up as well as Sony’s brand new suite of A/V receivers.

All This and Gaming Too

OLED’s naturally low panel latency makes Sony’s new OLED TVs an excellent match for the hard-core or even casual gamer. The 2023 Bravia XR OLED TV line-up also includes a suite of features designed to enhance the gaming experience, when used with Sony’s next generation PS5 gaming console. These include Auto HDR Tone Mapping and Auto Genre Picture Mode. These features optimize the picture settings depending on the specific game or content being viewed. The sets also feature native 4K/120fps, Variable Refresh Rate and Auto Low Latency Mode for an enhanced gaming experience.

A dedicated Gaming menu allows gamers to adjust picture and sound settings quickly and easily for their specific preferences. Users will even be able to change the picture size to minimize the need for extensive head motion during game play. A multi-view feature will also be available allowing you to play a game on one side of the screen while watching a YouTube or Twitch stream on the other side.

2023 Sony TV Gaming On-screen Menu
A “Gaming” menu puts commonly adjusted audio and video settings at your fingertips.

Sony’s 2023 OLED and QD-OLED TVs are built on the most recent version of Google TV for integrated access to a wide selection of audio, video and gaming apps and streaming services. All sets include HDR10, IMAX Enhanced and Dolby Vision HDR support for optimized reproduction of 4K HDR content. All of the new sets also include access to the premium Sony “Bravia Core” streaming service which offers high quality 4K UHD and IMAX-Enhanced content.

The A95L QD-OLED TVs have expanded from a single size to three sizes this year: 55-inch, 65-inch and 77-inch. The A80L OLED line will include screens sized at 55, 65, 77 and 83 inches (all measured diagonally).

The new models are expected to begin hitting stores this Spring. Suggested retail prices and specific model availability details are expected to be announced in the near future.

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Update: US Pricing/Availability



  • 77″ Class XR-77A95L (76.7″ diag): $4,999.99 MSRP (Available to pre-order on 8/21/2023)
  • 65″ Class XR-77A95L (64.5″ diag): $3,499.99 MSRP (Available to pre-order on 8/21/2023)
  • 55″ Class XR-77A95L (54.6″ diag): $2,799.99 MSRP (Available to pre-order on 8/21/2023)

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