Sony enters the arena with a – more expensive – alternative to TCL and Samsung's 98-inch 4K TVs. 98-inch X90L is available now in the US, the UK and more countries.

8K has not become a hit and prices remain sky-high. Consumers have shown greater interest in more affordable 98-inch 4K LCD TVs. Leading the way in this trend is TCL, which successfully kickstarted and captured the market last year.

Sony is now ready to challenge TCL with the launch of the 98-inch X90L.


 Sony's first 98-inch 4K LCD TV. Photo: Flatpanels

It features a 100/120Hz VA LCD panel with LED zone dimming. It is powered by Sony's latest video processor 'Cognitive Processor XR' and supports up to 4K 120Hz over HDMI 2.1 with PlayStation 5 and Xbox Series X.

 Also read: Sony 2023 TV line-up


 The 98-inch Sony has a carrying handle. Photo: FlatpanelsHD

$10000, €10000
Sony launched its first 98-inch TV in 2019 but with 8K resolution and a staggering $70,000 price tag, it was a hard sell, even though 8K resolution actually starts to make sense at this size.

Sony's new 98-inch X90L with 4K resolution costs a lot less at $10000 / €10000 but it is still significantly more expensive than Samsung and especially TCL's 98-inch 4K LCD TV. At the time of writing, TCL's 98-inch is selling for $5000 in the US, £3400 the UK and €3600 in Germany.

Sony, Samsung and TCL's 98-inch 4K TVs all use the same VA LCD panel produced TCL CSOT.

Sony X90L – prices & dealers
 FlatpanelsHD