What just happened? Once positioned as the successor to Ultra HD, the 8K TV format has struggled to gain traction. Sony has been one of the tech’s most prominent backers, but is now stepping away from the market. A long-term return remains possible, but only if broader industry conditions shift.

Sony has quietly confirmed it has no plans to release new 8K TVs anytime soon. Its last models, the 75 and 85-inch Bravia XR Z9K, launched in 2022 and remained in rotation for two years. Now the company is discontinuing the line entirely. Sony said it may eventually return to 8K TVs, but there is not enough momentum in the market right now.

The company’s remaining 8K TVs will stay on shelves until inventory runs out. Its upcoming models focus on high-end QD-OLED panels with 4K Ultra HD resolution, sold under the Bravia 8 II brand. The manufacturer is also developing a 4K LCD prototype featuring RGB LED backlighting.

Defined by the ITU-R BT.2020 standard for 8K broadcasting, the format supports a 7680×4320 resolution with 33.2 million pixels – double the linear resolution of 4K, triple that of 1440p, and four times that of 1080p. The newly introduced PlayStation 5 Pro supports 8K video output via HDMI 2.1, but consumers have shown little interest, and 8K content remains scarce.

The PS5 Pro debut failed to ignite meaningful interest in 8K content, and the few remaining 8K TVs on the market still sell at a premium compared to 4K Ultra HD or even Full HD models.

Massive 8K displays need native 8K content to deliver optimal results since upscaled lower-resolution material can introduce artifacts or blurriness.

Ironically, Sony is exiting the 8K TV market while continuing to produce 8K native cameras designed to capture video feeds at a 7680×4320 resolution. Early adopters eager to get a jump on that 8K content have very few other options. Samsung has released massive 8K TVs with microLED backlighting, while LG introduced its latest 8K models in 2024 with the QNED 99 Series.