Haier S90 TV review – ‘the pound-for-pound best TV on the market, bar none’

The Daily Star’s in-house ‘A TV is not just something you plug in and watch without really knowing what it’s showing you’ expert Adam Cailler tried Haier’s new S90 range – and was blown away by it

When it comes to upgrading your home entertainment setup, the Haier S90 series is quietly turning heads. Having tested the 55-inch version, it’s clear that Haier has packed an impressive amount of premium technology into a highly accessible package. Here is why this model stands out in a crowded market.

Specifications

• £549.99 (prices vary, and that is an offer price via Haier directly)
• Screen Size: 55 inches (138.7 cm diagonal)
• Panel Technology: 4K QLED Full Array (D-LED)
• Resolution: 3840 x 2160 (Ultra HD)
• Refresh Rate:144Hz (Gaming 240Hz DLG support)
• Smart Platform: Fire OS 8 (Built-in Fire TV & Freely)
• HDR Support: HDR10+, Dolby Vision IQ
• Audio: Sound by KEF, 2.1ch (2x10W), Dolby Atmos
• Connectivity: Wi-Fi 6, Bluetooth 5.2, 4x HDMI 2.1 (incl. eARC), 1x USB 3.0

Design and Setup

Right out of the box, the Haier S90 is incredibly stylish-looking. With a slim profile and nearly edge-to-edge glass, it looks like a flagship model that belongs in a modern living room. Despite the advanced tech under the hood, it is exceptionally easy to set up. Between the straightforward physical assembly and the intuitive Fire TV onboarding process, you’ll be connected to Wi-Fi and streaming your favorite platforms in a matter of minutes.

It does also come with in-built Freely (a different version of Freeview), but we used this alongside Sky Q so I can’t tell you if Freely is good, bad or indifferent at this stage.

Picture Quality: Punching Above Its Weight

The true star of the show is the QLED Full Array panel. Simply put, this television delivers the sharpest picture quality you’ll find without spending £1000s. Thanks to its precise backlight control and quantum dot technology, the panel effortlessly produces deep blacks alongside vibrant colours, creating a highly realistic and immersive viewing experience.

While the standard settings offer excellent color accuracy, diving into the picture modes reveals just how bright the panel can get. You’ll quickly notice that the “vivid” colour option really makes 4K TV shows stand out, making HDR content pop with rich depth and incredible brightness.

Audio Performance

Audio is often the Achilles’ heel of modern flat screens, but Haier partnered with audio specialists KEF to build a 2.1 channel system directly into the S90, complete with Dolby Atmos support. The result? You get great speakers for the price, but did lack punchiness in the low-end bass during heavy action sequences. For everyday viewing and casual gaming, the built-in sound is clear and spacious, though hardcore home theater fans might still want to add an external subwoofer.

The Verdict

Finding a TV that balances high-end gaming specs, top-tier smart home integration, and stunning QLED visuals is rare at this price point. The Haier 55″ S90 offers excellent value for money, making it an easy recommendation for anyone looking to maximize their budget without compromising on quality.