Sony Stops Production of its 8K Bravia XR Z9K TVs to Focus on 4K QD-OLED Panels
Sony has officially ceased production of its 8K televisions with the discontinuation of the Bravia XR Z9K series, which featured 75 and 85-inch displays. Introduced in 2022, the Z9K models remained in production through 2023 and 2024, but as of the 2025 lineup, no direct successors are planned. Existing stock will continue to be available until depleted, signaling Sony's strategic pivot away from the 8K market for the time being.
Transitioning from 8K, Sony is focusing its efforts on high-end QD-OLED panels with 4K Ultra HD resolution under the Bravia 8 II branding. Additionally, the company showcased a 2026 prototype of an LCD television utilizing RGB LED backlighting, also maintaining a 4K resolution. These developments highlight Sony’s commitment to enhancing visual fidelity within the 4K spectrum, leveraging advanced display technologies to meet evolving consumer demands.
Despite the release of the PlayStation 5 Pro supporting 8K output via HDMI 2.1, consumer adoption of 8K content has remained limited. The scarcity of native 8K content and the high cost of remaining 8K models have contributed to the lukewarm market response. As a result, Sony acknowledges that the current industry momentum does not favor a sustained push for 8K television adoption.
Meanwhile, Samsung continues to lead in the 8K television space, planning to introduce multiple 8K TV lines in 2025. This contrasts with other major brands like LG Electronics, which halted new 8K TV releases after 2023. Sony has not ruled out a future return to 8K technology, contingent on significant shifts in market conditions and technological advancements that could reignite consumer interest.
Overall, Sony's strategic realignment emphasizes the enhancement of 4K display technologies while temporarily stepping back from the 8K arena. This move reflects broader industry trends and consumer preferences, underscoring the challenges faced in mainstreaming ultra high-definition formats.