TV Shoppers Want Big Screens and the Best Pictures, but Their Budget May Not Cut It, CNET Finds

The Super Bowl is less than two weeks away, and you may have your sights set on a new TV, especially if you contemplated buying one during October or Black Friday sales. But how much are you willing to pay for the TV you really want?

CNET’s TechPulse findings show that US adults plan to spend an average of $1,177 on a new TV. In fact, that’s how much CNET’s TV editor, Ty Pendlebury, said he would spend.

Yet 42% expect to make some sacrifices on their TV wish list, including a bigger screen (11%) and high-quality pictures (6%). Luckily, since the 2026 models will come out this spring, now’s a good time to score a deal on a 2025 model. 

For example, the  Samsung S90F OLED TV is our Editor’s Choice for the best all-around TV. Last year, it cost $2,500 at retail price. Now, you can find the same TV for $500 to $1,000 less, depending on the size and retailer. It has top-notch OLED picture quality and fast motion.

Here’s a deep dive into what else CNET’s findings show and expert advice on how to get the best TV for your money.

CNET’s top TV picks 

US adults want a new TV for a bigger screen

Nearly 4 in 10 (37%) of US adults want to upgrade their TV for a bigger screen. Half of those surveyed want a TV screen that’s 65 inches or bigger. 

A noticeably bigger screen was my top motivator for a new TV, too. After buying a house with a bigger master bedroom, I found myself squinting to see on my smaller TV. Most TVs have Ultra HD 4K resolution, and you’ll need to sit close or get a bigger screen to see all the details. And even if you’re sitting the recommended distance for ideal TV viewing, you may still need a bigger screen to get the full 4K effect. 

Pendlebury says that if you’re upgrading, consider a bigger size than what you initially want. For example, if you’re upgrading from a 50-inch to a 65-inch, consider a 75-inch TV if it’s not too big for your room. Your upgrade may feel small in a few years, so getting a larger size now may keep you from buying a new TV sooner. 

As much as a bigger screen can make a difference in watching shows, it’s best to measure before you buy.

Most US adults want a high-quality picture on their TVs

Nearly three-quarters of US adults (72%) say the most important feature in a new TV is a high-quality picture, while 60% cite a bigger screen. Here’s a closer look at the must-haves:

It’s important to know which specifications really show high-quality shows, movies and games. Pendlebury says it all boils down to contrast. 

“The first thing people notice is contrast. You’ll see brightness, which is what you see whenever you walk into a TV store — they’ve got TVs jacked up to the brightest thing,” Pendlebury said. “But when you have a TV in your house, what you’ll notice the most is contrast.” 

For example, the big difference you’ll notice with good contrast is how well the TV displays shadows and brightness. Brightness is also worth considering for high-definition resolution movies or gaming. However, color isn’t as important as brightness and contrast. 

“When you walk into a TV store, and they’re really bright and colorful, you know you’re not going to watch content that looks like that unless you’re watching a video game. That’s why colors are not as important,” Pendlebury said. 

The big differentiator for an entry-level TV and a high-end pick is the ability to show fast movement, high brightness and shadow detail together, Pendlebury said. 

There are different price levels. If you’re looking to spend under $500, you’ll likely get an LCD TV with a backlight and a few zones. Meanwhile, for $1,000, you’ll get an LCD TV with a mini-LED backlight. Ideally, look for an LCD with a backlight and many zones that mimic the look of an OLED or plasma TV, with good contrast. It shows very bright and dark parts of the picture, Pendlebury said. OLEDs usually cost more, and may be worth considering if you’re planning to spend over $1,000, he adds. 

“If you can afford a TV that has OLED in it, or is an OLED, that’s what I’d recommend because they still have the best picture quality for the money,” he said. 

Pendlebury recommends the Samsung S95F for the best image quality. It has good contrast, off-angle viewing and glare reduction, which can be helpful in bright rooms. The Samsung S95F costs close to $2,300.

Nearly half of US adults want smart features

Among top features, 42% of US adults want smart features for their TVs, like voice control and smartphone connectivity, and 31% say smart home compatibility is a must. CNET experts say the best smart TV picks can range from $100 to $2,000 — depending on the retailer, size and other features. And introductory TVs usually have more worthwhile smart TV systems compared with pricier options with better picture quality. 

However, if smart home connectivity and smart features are high on your TV feature list, CNET recommends the TCL QM8K series. It has great picture quality, Google TV and connectivity for popular gaming consoles. The LG OLED C4 is a high-end smart TV option that costs $1,300. 

Surprisingly, AI integrations aren’t at the top of the list for TV shoppers 

Google integrated its Gemini AI assistant into some TVs last fall, so you can ask Gemini to give TV show recommendations, adjust TV settings, create artificial intelligence images and even give upcoming game times. It’s a convenient feature I use occasionally from my remote. Honestly, it wasn’t a make-or-break on my list of top features. 

AI isn’t a must-have for most US adults. Only 12% of those shopping for a new TV say that artificial intelligence integration is the most important feature. CNET found that other features are more important — including access to a wide selection of apps, such as YouTube and Netflix (47%), a good warranty and technical support (45%) and the ability to connect to wired devices (45%). 

Some US adults still find other aesthetic features important, such as a thin, lightweight design (37%), an attractive and stylish design (25%), and the ability to display art and photos when not watching TV (15%).

These Are the Most Head-Turning TVs of CES 2026

3 TV shopping tips to know before you buy

Planning to buy a new TV in the coming weeks for the big game? Pendlebury offers expert advice on choosing the right TV for your home. 

1. Know your budget 

The best TV is the one that you can comfortably afford. 

“There are some great TVs you can get at an entry level, between $200 and $300, that look like TVs that are much more expensive,” Pendlebury says. One of his recommendations is CNET’s best budget TV — the Hisense QD7QF. It has good contrast, fully saturated images and costs around $350. 

Staying within your budget may mean sacrificing some of your favorite features, such as a bigger screen or better picture quality. If you have to choose, go with the best picture quality first, then choose your size, Pendlebury says. 

2. Know the size you want (and need) 

Before you buy, make sure you’ve measured the space and used the Society of Motion Picture and Television Engineers’ equation to get the right size. Sometimes bigger screens aren’t always the best. 

CNET experts had trouble fitting a 115-inch TCL TV into a freight elevator, and while that’s not the concern for most, you’ll want to make sure it can fit up any stairs and doors. And most importantly, make sure the TV can be safely installed in a room before buying. Imagine getting a big TV that takes up half of your room and makes it uncomfortable to watch. 

3. Know what TV features you plan to use the most

Some features sound great, but may not be ideal depending on what you plan to use the TV for. That’s why Pendlebury recommends knowing what features you need and plan to use the most. For example, gamers and avid movie watchers may need high resolution and gaming connectivity. Whereas I only need TV apps and a screen that doesn’t hurt my eyes. Knowing what you need now and in the future can save you money and stress when narrowing down your options. 

Methodology

A quantitative survey was conducted online between October 27th – Nov 9th, 2025, with US adults aged 18 to 70. Over 3,700 people participated across two segments: N=2,665 CNET Media Group consumers and a Nationally Representative sample of N=1,050 adults reflecting the US Census distribution on Age, Gender and Region. Data is quantitative in nature, and comparisons between the CNMG Total and National Sample are statistically significant at the 95% confidence level.