Sony Skipped CES 2025 - But Their New TVs Are Still a Big Deal

For the second year running, Sony skipped the spotlight at CES 2025. Here’s what we know about their upcoming TV lineup.

FAQS & Tutorials - Updated 4th April 2025

Sony Skipped CES 2025 - But Their New TVs Are Still a Big Deal

Written By

Elliott Peeters-Vanstone

Why Didn’t Sony Reveal Their 2025 TVs at CES?

Sony’s decision to skip CES 2025 may have come as a surprise, especially for those expecting a big Bravia announcement. But now that the Bravia 3, 5, and 8 II have officially been revealed, it’s clear that Sony had a different strategy in mind.

In this article, we’re breaking down the possible reasons behind Sony’s absence from CES, what it could mean for the future of their TV strategy, and how it compares to what other big names revealed on the show floor.

Why Were Sony TVs Missing From CES 2025?

While Sony hasn’t shared an official reason for skipping CES this year, there are a few ideas floating around that might help explain it:

1. A Late Launch Last Year

If you’re a keen-eyed Sony fan, you’ll remember they announced their 2024 range of TVs, including the Sony Bravia 7, Sony Bravia 8, and Sony Bravia 9, much later in the year compared to other brands.

Historically, they tend to launch their TVs closer to March and because of this timeline, we expected they might follow a similar strategy in 2025, keeping us on our toes for an exciting reveal later in the year.

2. Focusing on Their Own Launch Events

Sony might prefer to do their big reveals at their own events. It’s a great way to control the spotlight and avoid getting lost in the buzz of CES. Just look at Apple’s iconic launch events for example. Sony could be taking a page from that playbook, choosing to create their own moment in the spotlight rather than being one of many in Las Vegas. And honestly, who can blame them?

3. Taking Time to Perfect Their TVs

Let’s face it, developing the next best thing in TV tech like QD-OLED or Mini-LED panels and super-smart processors isn’t quick or easy. Maybe Sony’s 2025 TVs weren’t quite ready in January, and they were holding off until everything was just right. Who knows? All we know is we’re excited the wheels are now in motion!

Sony 2025 TVs: What Sony’s New Lineup Tells Us About Their Direction

Now that Sony has officially unveiled their 2025 TV lineup, including the brand-new Bravia 3, Bravia 5, and Bravia 8 II, we're starting to get a clearer picture of where they’re heading this year. Here are a few key takeaways and developments we’re excited about:

A Continued Focus on Mini LED and a Fresh Take on OLED

Sony’s 2024 lineup was headlined by the Sony Bravia 9, a truly impressive Mini LED TV that continues to lead the range into 2025. That Mini LED focus is still very much part of Sony’s strategy (as seen with the launch of the Bravia 5) but this year, the spotlight also shifts back to OLED with the introduction of the Bravia 8 II.

Replacing the hugely popular A95L, the Bravia 8 II steps in as Sony’s new flagship QD-OLED for 2025. While it technically sits just below the Bravia 9 in the range hierarchy, it marks a significant step forward for Sony’s QD-OLED offering, looking to be a real challenger to rivals like the LG G5 and Samsung S95F.

According to the brand, the Bravia 8 II is set to boast a next-gen QD-OLED panel, deliver a 25% boost in peak brightness, and is expected to be more competitively priced than the Sony A95L it replaces, making premium OLED more accessible without sacrificing performance. This could be the most compelling OLED Sony has launched in years and a clear statement that they’re not backing down in the battle for the best screen tech.

Naming Strategy: A Subtle Evolution

In 2024, Sony moved away pretty dramatically from their previous naming conventions with their Bravia 7, Bravia 8, and Bravia 9 models.

By adopting a simpler numerical system, Sony ditched the confusing jumble of letters and numbers, opting for a single number to indicate the level of performance. (The higher the number, the better the TV.) This approach made it easier for consumers to quickly understand where each model sat in the lineup—a move that we were pretty excited to see.

This year, Sony has continued with its simplified numerical naming, but with a twist. The Bravia 8 II brings in a generational update style we’ve seen in other tech categories. Rather than leaping to Bravia 10 or 11, Sony’s now indicating refinements with a “Mark II”-style naming structure.

This suggests Sony wants to build brand recognition around models like the Bravia 8 rather than reset every year. It also sets the stage for annual performance upgrades without confusing buyers with brand new names each time.

What About AI? All Eyes on the Processor

AI was a key talking point at CES 2025, with competitors like Samsung and LG leaning heavily into smart picture and sound enhancements. Sony already has a strong foundation here with its Cognitive Processor XR, but it’s not yet clear how much further they’re pushing the tech in 2025. We expect the Bravia 8 II to feature deeper AI integration and potentially even more advanced upgrades if and when the Bravia 9 gets refreshed further down the line.

The Competitive Landscape at CES 2025

Even without Sony there, CES 2025 was packed with exciting TV announcements from rival brands:

Samsung:

Samsung revealed their latest range of TVs and soundbars, with a strong focus on making entertainment smarter and more personalised. Their flagship Neo QLED and OLED models took centre stage, showcasing how AI technology can elevate both picture and sound quality to new heights. Plus, news of the Samsung Frame Pro has also got tongues wagging too.

LG:

At CES 2025, LG showcased its latest advancements in OLED and QNED TV technology. The new OLED evo lineup, including the G5 and the innovative M5 offers enhanced brightness and AI-driven features for smarter, more tailored experiences. The QNED range also saw exciting upgrades, including LG's first 100-inch QNED model for those who want to go BIG and the QNED9M featuring the Zero Connect box, which enables wireless 4K video transmission at up to 144Hz.

Watch: LG 2025 TV Lineup Revealed

Panasonic:

Panasonic generated a lot of noise at CES this year by taking OLED technology in a bold new direction, ditching MLA and unveiling their first-ever RGB Tandem OLED model, the Z95B. This innovation has us very excited about what it could mean for the future of OLED technology and how it might shake up the competition with other brands.

Hisense:

Hisense revealed some impressive new TV tech at CES, including the world-first RGB Mini-LED TV the 116UX TriChroma LED TV. They also introduced their first consumer-ready MicroLED TV, the 136-inch 136MX. While these models took the spotlight, Hisense hasn’t revealed their full lineup yet, so there’s plenty more to look forward to in 2025.

What Sony’s Strategy Tells Us About the Year Ahead

Sony’s decision to skip CES 2025 raised a few eyebrows, but with the announcement of the Bravia 3, 5, and 8 II, it’s clear they were simply choosing their own moment to shine. Their 2024 Bravia TVs set a high standard, and based on what we know so far, 2025 is shaping up to build on that momentum in a big way.

We’ll be keeping a close eye on how the rest of the lineup unfolds, and as always, we’ll be covering every update on our blog and YouTube channel . Whether you're looking to upgrade or just stay in the loop, you won’t miss a thing.

Ready to Explore More?

As soon as Sony’s full 2025 lineup becomes available, we’ll have all the details right here.

👉 Bookmark our 2025 Sony TV Buying Guide for the latest news, comparisons and expert insights

👉Or browse our full range of Sony Bravia TVs available now at Smart Home Sounds

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Sony Skipped CES 2025 - But Their New TVs Are Still a Big Deal

For the second year running, Sony skipped the spotlight at CES 2025. Here’s what we know about their upcoming TV lineup.