Bright picture, quieter living room – why Samsung’s The Frame 2024 keeps winning space on the wall

Samsung’s The Frame 2024 wants to be more than a TV – a 4K QLED canvas that turns into framed art when you are not watching. How convincing is the trick in everyday use, and where does the lifestyle focus leave classic TV strengths?

Reviewed: ad hoc news Software & Services desk. Edited and checked on 2026-06-18, 10:13. Details in the imprint.

Samsung The Frame 2024 hangs on the wall like a gallery print, matte screen flush with the plaster, the bezels looking more like wood than consumer electronics. Only when you pick up the remote does the picture spring from watercolor landscapes to 4K football in an instant.

What makes The Frame special

The Frame 2024 remains a 4K QLED TV at its core, with quantum-dot color, 120 Hz panels in larger sizes, and HDMI 2.1 for current game consoles. The trick sits on top: an anti-reflective matte display and Ambient Art Mode that shows curated artwork when the TV is idle.

Mounted on Samsung’s Slim Fit Wall Mount, the TV hugs the wall far tighter than most competitors, cables routed through the external One Connect box. Optional magnetic bezels snap on with a satisfying click and change the look from modern black frame to light oak or white within seconds.

Everyday use in the living room

In bright rooms, the matte coating is a relief. Reflections from windows or ceiling lights turn into soft haze instead of mirror-like glare, so sports and talk shows remain readable even on sunny afternoons. Dark scenes lose a touch of punch compared with glossy OLEDs, but the trade-off feels consistent.

Samsung’s Tizen smart TV platform boots quickly and lays out the usual streaming apps in a tidy ribbon. A solar-powered remote charges via ambient light or USB-C, which means rummaging for fresh batteries becomes a rare exception.

Art Mode, subscription and storage

The art illusion stands or falls with content, and Samsung leans into that. Through the Art Store, users gain access to more than 2,500 curated pieces from museums and galleries worldwide for a monthly or annual fee. Without a subscription, you can still upload your own photos or a small selection of free images.

A motion and brightness sensor tries to keep power usage in check. The Frame dims or switches off art when nobody is detected in the room, and adjusts luminance to match ambient light. In a hallway or open-plan living space this works quietly, though in smaller rooms the motion detection can occasionally feel a bit over-eager.

Picture, gaming and sound

For films, The Frame 2024 supports HDR10+ but not Dolby Vision, a recurring Samsung decision that will annoy some home-cinema fans. Color reproduction is rich without looking cartoonish in the more neutral picture modes, and motion interpolation remains restrained when you dial down processing.

Console owners benefit from features like 4K at 120 Hz, Variable Refresh Rate and Auto Low Latency Mode on compatible HDMI ports, making the TV feel responsive with PlayStation 5 or Xbox Series X. Input lag is low enough that fast shooters and racing games feel tight rather than mushy.

Where The Frame falls short

For all the lifestyle charm, The Frame’s contrast and black levels still trail good OLED sets in dark viewing rooms, especially with letterboxed movies. The built-in speakers sound acceptable for news and casual viewing, but lack the weight and width that a mid-range soundbar can add.

The Art Store subscription also adds up over several years if you always want fresh content rotating on your wall. Some buyers may prefer to invest the recurring fee into professionally printed photos or art instead, even if the TV then behaves less like a digital gallery.

Context for Televisa and TV hardware

While Samsung builds the screen hardware, Grupo Televisa and its US-listed ADR remain focused on Spanish-language content, free-to-air channels and pay-TV platforms in Mexico and beyond. The hardware race with products like The Frame only increases demand for 4K content libraries and flexible streaming rights.

Shares of Grupo Televisa (ADR) (US90058R1068) trade on the NYSE in US dollars.

Key facts on Samsung The Frame 2024

• Product: Samsung The Frame 2024
• Manufacturer: Samsung Electronics Co., Ltd.
• Category: Software/Service/Subscription
• Launch: 2024 model year, available in multiple sizes
• RRP / Price: from around 999 euros for smaller sizes in European retail, higher for larger diagonals
• Availability: Widely available via electronics retailers and online shops in Europe, North America and other Samsung markets
• Target group: Design-conscious users who want a TV that visually disappears into the living space and doubles as digital art
• Highlight / USP: Matte QLED panel with slim wall mount and extensive Art Mode ecosystem including optional paid Art Store subscription

This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.