The Samsung Frame TV, first announced in 2017, doesn’t look all that great as an actual television. But switch it off and it sure is pretty—certainly much better to look at than an empty black void.
This is thanks to its matte-finish, anti-glare screen and the picture-frame-like bezels that together transform whatever fine art you choose to display on the TV when it's in standby mode (Samsung offers a variety of high-resolution digital slides) into something that resembles a framed painting. In the years since its debut and through a few updates, the Frame TV has become one of the more considered options for people who live in smaller spaces without dedicated rooms for watching TV.
It has taken a while for other brands to catch up, but we're now seeing a huge wave of Frame-like TVs hit the market. The trend is largely driven by aesthetes in cities where smaller living rooms are the norm, but it's getting a boost from advances in screen design.
Late last year, Hisense announced its CanvasTV, a frame competitor that also has a matte screen and displays art. (We have a review unit coming shortly.) TCL has the similar NXTvision model that uses a Vincent van Gogh self-portrait in the marketing, and LG has announced the Gallery TV (also repping van Gogh) for later this year. Even Amazon has decided to throw its hat in the ring, with the Ember Artline TV. Announced this week at CES 2026, Amazon's $899 television can display one of 2,000 works of art (available for free to Ember Artline owners) and even has a tool that uses Alexa AI to help you decide which artworks are the best fit for your room.
So what's so great about Art TVs, and why do brands seem to be pivoting so hard into the category?
Part of it has to do with personal space. It's true that many younger buyers just don't have the same taste or sense of style as folks from previous generations. But also, young city-dwelling professionals are less likely to have the room to place a large screen in a dedicated area in their home, a pain point compounded by the fact that TV screen sizes have ballooned over the past decade.
The other reason TV makers are getting artsy has to do with the evolution of TV technology itself. Brands are choosing to step into this space now because they have finally developed the means to create matte screens that can accurately represent a painting or a fine art photograph. Though Samsung is a pioneer in the space, matte LED screens are enjoying something of a renaissance across all television brands.