Can the Samsung Frame Pro replace my TV? My advice after weeks of testing

ZDNET's key takeaways

• The Samsung Frame Pro (65-inch) is on sale at Amazon for $1,597.
• Unlike most TVs, it looks great even when it's turned off.
• Plan on getting a soundbar for the most immersive experience.

Follow ZDNET: Add us as a preferred source on Google.

My friend who works for an international shipping company said the breakroom at his office has three Samsung Frame TVs hanging on the walls. None of them functions as a television. 

“All they do is cycle through images,” he said. “From like classic paintings to company photos. No streaming shows at all, and the truth is, nobody has a problem with that.”

Also: Best early Amazon Spring Sale Apple deals 2026

My first thought was: That seems like a colossal waste of exceptional television engineering. Yet, his statement is a testament to one of the selling points of Samsung's Frame series. I tested the 2025 Samsung Frame Pro earlier this year to analyze its other attributes, and, like my friend, I was not disappointed.

The “Art TV” concept

For many years, our living rooms have been dominated by black, rectangular voids when our TVs are turned off. Back in 2017, Samsung sought to change this with its “Art TV” concept by introducing its Frame line of televisions. 

Samsung's design-first approach caters to homeowners who prioritize interior aesthetics as much as raw technological specs. The Frame series serves a dual purpose: a high-end TV and as a piece of wall art. 

The Frame Pro, in particular, has a matte display with glare-free technology that aims to make digital art appear as realistic as a physical print or painting. I can attest that it pulls that off remarkably well.

Also: Got a Samsung TV? I recommend changing these 6 settings for the best performance

The Frame Pro's slim fit makes the TV flush with your wall if properly installed, but it does require a wired power source; running its power cord discreetly can require solutions like recessed electrical outlets installed directly behind the Frame. 

To get the most out of this TV, you'll want to install it on your wall just like you would a Rembrandt. And unless you are confident with your DIY capabilities, you might consider hiring a contractor for the cleanest possible installation.

What makes this TV a “Pro”?

What sets the 2025 Samsung Frame Pro apart from its less expensive siblings in the Frame lineup is a substantial upgrade in core technology. While standard Frame TVs utilize Samsung's Quantum Dot (QLED) technology, the Frame Pro boasts a Neo QLED display. 

Neo QLED incorporates mini-LED backlighting, which yields dramatic contrast, deep blacks, and brighter, more impactful highlights compared to standard QLED. This translates to a more dynamic and visually stunning picture, especially with HDR content.

Also: How to find and update your TV firmware (and why it's critical to do it properly)

The Frame Pro also has an updated NQ4 AI Gen3 processor. Samsung's pricey and powerful chip enhances AI-driven upscaling, picture optimization, and overall smart features, ensuring content looks its best regardless of the original resolution. 

But how does it look?

With its expensive hardware and the inclusion of Neo QLED, the Samsung Frame Pro's picture quality is, in a word, superb.

For me, the most impressive feature might be the Frame Pro's anti-reflection matte display. Crucial for an “Art TV,” it dramatically reduces glare, helping to make the displayed artwork look realistic. In our studio with overhead light fixtures, the matte display virtually eliminated the battle with glare. Samsung took the extra step to ensure the Frame Pro is “Pantone validated,” guaranteeing exceptional color accuracy — especially for faithful art reproduction.

Its Neo QLED technology allows the Frame Pro to achieve levels of brightness and contrast that were literally not possible with earlier Frame models. Bright highlights in HDR content explode off the screen with remarkable intensity, while dark scenes reveal nuanced details that often get lost on less capable displays. 

Also: Dolby Vision or HDR10+? I compared the popular TV formats to help you decide

Black levels are impressively deep, although in a completely darkened room, you might discern a faint hint of blooming around extremely bright objects on a pure black background. All in all, the visual experience is truly immersive, whether you're watching “Thunderbolts” or a vibrant nature documentary on YouTube TV.

Plan on getting a soundbar

The Frame Pro's audio capabilities, though surprisingly competent for such a slim device, are the one area where compromise is most noticeable. 

For casual viewing — like news, talk shows, or dialogue-heavy dramas — the integrated speakers perform admirably. Dialogue is clear, and the overall volume gets sufficiently loud without significant distortion.

Also: My living room TV sounded so much better after I considered these 3 factors

However, for cinematic movies, action-packed blockbusters, or immersive gaming, the limitations become apparent. The bass response lacks the deep rumble and impact that a dedicated subwoofer provides. The soundstage, despite OTS, can't replicate the expansive, enveloping quality of a true surround sound system. To truly complement the Frame Pro's impressive visuals, investing in a high-quality soundbar is a wise decision.

When paired with a compatible soundbar, Samsung's proprietary Q-Symphony allows the TV's internal speakers to work in conjunction with the soundbar, rather than being disabled. This synergy will create an even fuller, richer, and more enveloping soundstage, especially enhancing your audio experience in terms of height and spaciousness.

ZDNET's buying advice

Ultimately, the Samsung Frame Pro brings flagship-level performance to the design-conscious tech enthusiast, the art lover, or anyone who aspires to establish a clean setup. It occupies a unique and compelling niche in the television market, not merely as a TV, but also as a fusion of advanced technology and sophisticated design. 

If your priority is a television that seamlessly integrates into your living space, camouflaging as a convincing piece of art when not in use, then the Frame Pro is an exceptional choice. 

Also: How to disable HDMI-CEC on your TV – and why it's critical to do so

If the price tag is too high for your budget, consider alternatives like the TCL NXTFrame and Hisense CanvasTV. These offer similar matte screens and art display features at far lower price points. They may not match Samsung's overall polish or Art Store breadth, but they are worth investigating as budget-friendly options.