Between the Winter Olympics, Grammys and the eagerly anticipated Super Bowl, you may be eyeing a new TV to catch all the action on a bigger screen or in higher definition. I just bought a new one myself.

My husband and I upgraded our bedroom TV to a TCL 55″ Class Q77K Series 4K UHD QLED Smart TV (55Q77K). I wanted a bigger screen than my 13-year-old 42-inch Roku smart TV. But TVs have come a long way since then. Every night, I’m blown away by the high-quality picture and sound that cost me less than $300. 

There are plenty of reasons for wanting to upgrade your TV. CNET’s TechPulse survey shows that, like me, 37% of US adults’ top reason is a bigger TV screen — and they’re willing to pay close to $1,200 for a TV upgrade. 

Here’s a deep dive into what CNET’s survey found and what CNET’s go-to TV expert wants you to know about buying a new TV ahead of the big game. 

US adults are spending an average of $1,177 on a new TV 

CNET found that Americans plan to spend close to $1,200 on a new TV. That price tag doesn’t surprise CNET’s TV editor, Ty Pendlebury — in fact, that’s how much he would spend. 

If you’re looking to get a new TV before the big game or the Winter Olympics, you’ll likely need to get a 2025 model, since Pendlebury noted that 2026 models aren’t usually released until March or April. And with a nearly $1,200 budget, you can find a good deal on a top-notch 2025 TV model without paying full price. 

Pendlebury recommends CNET’s Editors’ Choice for the Best TV — the Samsung S90F OLED TV. It has excellent image quality and fast motion for gamers. Last March, the TV was priced at $2,500, but prices dropped in the fall. Now you can get a Samsung S90F for between $500 and $1,100, depending on the size and retailer.

US adults want a new TV for a bigger screen

Nearly four in 10 (37%) of US adults want to upgrade their TV for a bigger screen. Half of US adults 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 points. 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. 

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 US adults 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%).

Read more: 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 SMPTE’s 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.