- Matching (Score)
- Our verdict
- Competing TVs
- TV appearance
- Where to buy
- Contrast and black detail
- HDR effect quality
- Factory color reproduction
- Color reproduction after calibration
- Smoothness of tonal transitions
- Image scaling and smoothness of tonal transitions
- Blur and motion smoothness
- Console compatibility and gaming features
- Input lag
- Compatibility with PC
- Viewing angles
- Daytime performance
- TV features
- Apps
- Playing files from USB
- Sound
- Panel details
Haier M90E Review
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Panel type: LCD VA Refresh rate: 144Hz Brand: HAIER Resolution: 3840x2160 System: Google TV Model year: 2025
Haier M90E hits the market with a very strong specification. On paper, it looks impressive: VA panel, Mini LED backlighting, 144 Hz refresh rate, and brightness exceeding 1000 nits. Theoretically, we are dealing with a complete television for cinema and gaming. However, reality tests these assumptions. During our tests, excellent contrast measurement results clashed with unfinished software and an aggressive dimming algorithm. Is it worth the risk for picture parameters at this price, or is it better to opt for proven solutions from the competition? We checked it out.
HAIER M90E - Our verdict
7.1
Overall rating
Haier M90E is an ambitious attempt by the manufacturer to enter the higher segment of the market. "On paper," the specifications look impressive: Mini LED backlighting, a VA panel, and 144 Hz refresh rate suggest comprehensive hardware. However, reality verifies these assumptions. We get a device with two faces: a powerful hardware base that chokes under the weight of unfinished software. On one hand, we have great brightness, high contrast, and deep blacks, which combined with low input lag and HDMI 2.1 ports should make this TV a hit. On the other hand, daily usage is marred by annoying bugs: a weak dimming algorithm or an unstable Google TV system. It’s clear that the manufacturer lacks experience in optimizing such a complex device. Who is this model for? Mainly for conscious users who can overlook software errors in exchange for high brightness. However, for the average consumer, the Haier M90E poses too much of a risk at this moment. In this price range, the competition is immense. We can easily find proven models from other brands that offer similar image parameters but provide significantly more stable and predictable performance. Instead of experimenting, it would be safer to reach for solutions that do not suffer from "growing pains."
Advantages
High peak brightness in HDR (over 1000 nits)
Very high native contrast and deep black (VA panel)
Supports 144 Hz refresh rate and HDMI 2.1 ports
Very low input lag in mode (<10 ms)
Versatile USB multimedia player
Good sound quality with discernible bass
Supports dynamic HDR formats (Dolby Vision, HDR10+)
Disadvantages
Aggressive and unstable local dimming algorithm
Poor stability and errors in the operation of the Google TV system
Narrow viewing angles
Lack of font sharpness at 144 Hz refresh rate
Poor tone mapping in standard HDR10 format
Movies and series in UHD quality6.7
Classic TV, YouTube6.1
Sports broadcasts (TV and apps)5.9
Gaming on console7.8
TV as a computer monitor6.7
Watching in bright light7.8
Utility functions5.0
Apps9.6
Sound quality8.6
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HAIER M90E - Competing TVs in this price range
HAIER M90E - TV appearance
HDMI inputs: 2 x HDMI 2.0, 2 x HDMI 2.1 (40Gbps) Other inputs: RCA (Chinch) Outputs: Toslink (Optical audio), eARC (HDMI), ARC (HDMI), Mini-Jack (Headphones) Network Interfaces: Wi-Fi 2.4GHz, Wi-Fi 5GHz, Ethernet (LAN) 100Mbps
Build quality: Good
Stand type: Central
Bezel color: Silver
Stand: Fixed
Flat design: No
Accessories: Stand
Let’s start with the exterior, as the Haier M90E has been built really solidly here. The TV features metal frames in a silver colour, which are very minimalist and narrow. Importantly, they are made of metal, which in this class of equipment is not a given and adds elegance to the device. Structurally, the TV stands on a solid, central base. This is a huge practical advantage – it means it can easily fit even on narrower furniture, which can be problematic with the widely spaced legs on competitors' models. The only thing that might be critiqued is the lack of cable management at the back of the device. The cords remain loose, which may bother aestheticians. Despite the fact that the TV is quite thick and protrudes significantly from the wall, this has its justification – there are two subwoofers at the back that need space. Overall, however, the craftsmanship is really good and gives the impression of durability.
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HAIER M90E - Contrast and black detail
6.9/10
Local dimming function: Yes, number of zones: 240 (15 x 16)
Result
139,700:1
Result
25,250:1
Result
23,150:1
Result
9,500:1
Result
5,550:1
Visibility of details in the lights:
Haier M90E is a fully-fledged Mini LED television using a VA panel. This technological combination typically ensures deep blacks and high contrast. In the tested 55-inch model, the backlight system is based on 240 independent dimming zones, and their number increases proportionally in the larger variants of this model. Laboratory measurements confirm high hardware potential – in synthetic tests with active dimming, the contrast exceeded 100,000:1.
However, the dry measurement data do not translate into an ideal image in real-world applications, which forced us to lower the rating in this section. The bottleneck turned out to be the software controlling the zones. The algorithm operates too aggressively and replicates the errors we observed earlier in the more expensive model M95E. The problem becomes apparent when bright objects move across a dark background on the screen. The system struggles to smoothly adjust the brightness of individual zones, resulting in unnatural flickering of certain parts of the image. Instead of smooth motion, we see an effect reminiscent of a flickering broken lantern, as ruthlessly exposed by our test night scene from the film Sicario 2.
Halo effect and black detail visibility:
HAIER M90E - HDR effect quality
6.1/10
Supported formats: HDR10, Dolby Vision, Dolby Vision IQ Color gamut coverage: DCI P3: 95.0%, Bt.2020: 75.7%
Luminance measurements in HDR:
Result
1004 nit
Result
517 nit
Result
615 nit
Result
399 nit
Result
774 nit
Haier M90E is a television that doesn’t lack brightness. In most film scenes, peak luminance exceeds 1000 nits, which gives the image a distinct "punch" and high dynamics. This performs really well with typical bright HDR material. However, one must take into account the previously mentioned dimming algorithm. In scenes that are not evenly flooded with light – for example, when displaying individual stars on a black sky – the high brightness highlights the shortcomings of zone control. Instead of a precise light point, we often see a distinct halo effect around bright objects. Despite these drawbacks, the overall presentation of the image can be pleasing, thanks in large part to the colour reproduction. The manufacturer has applied a PFS phosphor coating, which allows for wide coverage of the colour palette. In our measurements, the coverage of the DCI-P3 space reached a solid 95%.
Scene from the movie “Pan” (about 2800 nits)
Scene from the movie “Billy Lynn” (about 1100 nits)
When it comes to reproducing details in highlights, the M90E performs in two ways. Starting with the good news: with most popular film materials, the television has no problems presenting details correctly. This is due to the high brightness of the panel – the screen often doesn't need to use signal compression (adaptation) because it is physically capable of displaying bright elements with appropriate intensity. This is well demonstrated in scenes from the film Billy Lynn’s Long Halftime Walk, where the details are clear and natural. However, things start to go awry with materials mastered for very high brightness levels (e.g. 4000 nits), which exceed the native capabilities of the panel. Here, the tone mapping algorithm struggles. This is clearly visible in the test scene from the film Pan, where the sun's disc merges into one, burnt area devoid of any details. Although such demanding content is rare and the effect of clipping won't be bothersome on a daily basis, it's worth being aware that the television's software has its limitations in this regard.
HDR luminance chart:
HDR luminance
As we mentioned, support for the static HDR10 standard is a weak point of this model. The TV's ability to tone map in this format is minimal, resulting in a loss of detail in the brightest parts of the image. However, the situation is saved by support for dynamic formats: HDR10+ and Dolby Vision. Here, the M90E shows a completely different side. This is perfectly illustrated by our test image featuring a scene with horses. Switching to the Dolby Vision signal results in a colossal improvement over standard HDR10. Thanks to the use of dynamic metadata, the TV recovers details that previously merged into a white blob. The manufacturer deserves a clear plus for the correct implementation of these standards.
Static HDR10
Dynamic: Dolby Vision
Factory color reproduction
4/10
For the measurements, we chose the Film mode, which is supposed to provide an image closest to the intentions of the creators. Unfortunately, in the case of the M90E, its characteristics – besides the reduced brightness – differ little from the Dynamic mode. In both SDR and HDR materials, the image is noticeably tinged with a cool blue hue. The white balance is heavily skewed towards blue, reminiscent of typical, aggressive "store" settings. This results in unnatural skin tone reproduction and makes the image tiring to the eyes during longer viewing sessions. The way brightness is managed also negatively impacts colour fidelity. The TV struggles to maintain proper levels – small details are often too dim, while larger, bright areas of the image become overexposed. These deviations in the brightness curve, combined with the cool white balance, lead to very large colour reproduction errors (DeltaE) in the factory settings.
Color reproduction after calibration
6/10
Haier M90E clearly improves after undergoing professional calibration, especially for SDR content. The television's menu offers a sufficient number of tools to effectively correct factory errors. We managed to "tame" the white balance and eliminate the dominant blue glow. We also adjusted, albeit to a lesser extent, the gamma curve, which allowed us to recover some details in the shadows that were too heavily dimmed in the factory settings. The final effect in SDR is a significantly more natural and pleasing image. In HDR mode, the success is only partial. While we managed to improve the white balance here too, color reproduction errors (Color Checker) remained at a high level. Analysis of the EOTF curve (responsible for brightness in HDR) points to the cause of the problem: the television imposes its own interpretation of the signal and does not provide tools to modify this curve. The source of high errors is not the calibration itself, but the specificity of the device – aggressive and imprecise zone dimming interferes with measurements and is "stiffly" embedded in the characteristics of this model.
HAIER M90E - Smoothness of tonal transitions
9.1/10
The reproduction of gradients is one of the strongest points of this model. In the vast majority of film scenes, the Haier M90E handles this task flawlessly, smoothly blending adjacent colours. We did not observe any issues with posterization or distinct colour separation (banding). We were able to spot minor imperfections only on very demanding scenes based on a grey palette. However, even under such challenging conditions, the errors are minimal, and the image remains cohesive.
Image scaling and smoothness of tonal transitions
5/10
Smooth transition function
Image without overscan on the SD signal
The evaluation of the image processor must be divided into two distinct aspects, as the Haier M90E behaves inconsistently here. The first issue is the upscaling itself, which is the process of scaling lower resolution content to 4K. In this task, the television performs quite decently. The algorithms effectively enhance detail, making the final image relatively sharp, clear, and readable. In this respect, it’s hard to have major complaints about the device.
The situation is completely different with materials that have a high degree of compression, which we encounter in older recordings or on platforms like YouTube with a lower bitrate. Here, the processor struggles with smoothing tonal transitions and masking the imperfections of the source. The television fails to hide compression blocks, resulting in a very harsh, "digital" character of the image. The lack of effective artifact reduction can certainly deter viewers from watching lower quality content on this screen.
HAIER M90E - Blur and motion smoothness
7.2/10
Maximum refresh rate of the panel: 144Hz
Film motion smoothing option: Yes
Blur reduction option: Yes
Haier M90E is equipped with a simple yet functional motion smoothing system (MEMC). In the settings menu, users will find a three-level adjustment scale: low, medium, and high. This allows for adjusting the level of intervention in the image to personal preferences – from gentle smoothing of 24p films to maximum fluidity (soap opera effect). The system operates stably and fulfills its purpose in typical applications.
Blur (native resolution, maximum refresh rate):
Blur (4K@144Hz):
When it comes to the response time of the panel and motion blur, the television behaves typically for LCD constructions based on VA technology. On the test screen with a moving "ufo," a visible but subtle trail follows the object. Interestingly, however, is the panel's performance at maximum refresh rates. We noticed that the motion blur becomes more pronounced in the 144 Hz mode dedicated to PCs compared to the standard 120 Hz used by consoles or sports broadcasts. The increase in refresh rate paradoxically worsens the sharpness of objects in fast motion.
HAIER M90E - Console compatibility and gaming features
7.5/10
- ALLM:
Yes
- VRR:
Yes
- VRR range:
48 - 144Hz
- Dolby Vision Game Mode:
Yes
- Correct implementation of HGIG:
No
- 1080p@120Hz:
Yes
- 1440p@120Hz:
No
- 4K@120Hz:
Yes
- Game bar:
No
From a hardware perspective, the Haier M90E is a solid offering. The television is equipped with two full-bandwidth HDMI 2.1 ports, which ensure support for key technologies: VRR (variable refresh rate) and ALLM (auto low latency mode). Another plus is the correct implementation of Dolby Vision for gaming, which maintains a relatively low input lag. Problems arise with the software configuration. The biggest drawback is the forced, continuous dynamic tone mapping by the television's processor. This prevents proper HDR calibration from the console using system panels (HGiG) – the television ignores source settings and processes the image in its own way. We also noted deficiencies in the interface: the M90E does not have a typical "Game Bar" (overlay with parameters), which is standard among competitors. Cooperation with Xbox consoles has also proven problematic with atypical parameters – the device struggles to properly display 1440p resolution at 120 Hz refresh rate. Despite the aforementioned software shortcomings, the Haier M90E remains a very attractive screen for gamers. The final reception is saved by a solid hardware foundation. Native refresh rate of 144 Hz and the presence of full-featured HDMI 2.1 ports are advantages that are crucial in everyday use. If we are looking for a television that provides high fluency and supports 4K signal, this model will do its job.
HAIER M90E - Input lag
9.8/10
In terms of the signal delay, the Haier M90E performs very well. Measurements for the 120 Hz signal showed a value below 10 ms. This result guarantees high responsiveness in games, and the delay between pressing a button on the controller and the reaction on the screen is practically imperceptible to the user.
| SDR | HDR | Dolby Vision |
|---|---|---|
| 1080p60: 17 ms | 2160p60: 17 ms | 2160p60 DV: 20 ms |
| 1080p120: 9 ms | 2160p120: 8 ms | 2160p120 DV: 10 ms |
| 2160p60: 17 ms | ||
| 2160p120: 8 ms |
HAIER M90E - Compatibility with PC
6.7/10
Chroma 444 (maximum resolution and refresh rate): No
Font clarity: Average
Readability of dark text and shapes: Poor
Matrix subpixel arrangement: BGR
Max refresh rate: 144Hz
G-Sync: Yes
Connecting a computer to the M90E yields mixed results. Hardware-wise, it's good: the TV supports G-Sync, FreeSync, and a refresh rate of up to 144 Hz. In games, everything works fine. The problem arises when displaying the desktop and text. In 144 Hz mode, the TV struggles with chroma sampling 4:4:4. Fonts are jagged and unclear, which strains the eyes while reading. To achieve readable, sharp text (as seen in our comparative photos), you have to drop the refresh rate down to 60 Hz. This forces the user to constantly "mess around" with the Windows screen settings – 144 Hz for gaming, 60 Hz for browsing the internet or working.
HAIER M90E - Viewing angles
2.9/10
Brightness drop at an angle of 45 degrees: 82%
The use of a VA panel comes with specific consequences. The viewing angles on the M90E are simply very poor. This is a typical feature of this technology, but it’s important to be aware of it before purchase. Even with a small deviation from the central axis, the image begins to degrade. Blacks become greyish, contrast drops drastically, and colours lose saturation and become washed out. In direct comparison to IPS (or ADS) panels, Haier falls short. Where IPS maintains a consistent picture even for viewers sitting off to the side, the M90E requires viewing directly head-on. If you plan to set up the TV in a wide living room where family members watch movies from different spots, this model won't be a good choice.
HAIER M90E - Daytime performance
7.8/10
Panel finish: Satin
Reflection suppression: Decent
Black levels during daytime: Good
The screen is coated with a satin finish. This solution does a fairly good job of reducing glare, although it doesn't completely eliminate it. The biggest advantage of the M90E in this aspect is its high brightness. In everyday use (SDR content), the luminance can exceed the 1000 nit threshold. Such power reserve means that the TV easily "cuts through" ambient light. The picture remains clear and readable even in very brightly lit rooms.
Panel brightness
Average luminance SDR
Haier M90E: 843 cd/m2
HAIER M90E - TV features
5/10
System: Google TV
System performance: Poor
- HDMI inputs: 2 x HDMI 2.0, 2 x HDMI 2.1 40Gbps
- Other inputs: RCA (Chinch)
- Outputs: Toslink (Optical audio), eARC (HDMI), ARC (HDMI), Mini-Jack (Headphones)
- Network Interfaces: Wi-Fi 2.4GHz, Wi-Fi 5GHz, Ethernet (LAN) 100Mbps
- TV reception: DVB-T, DVB-T2, DVB-S, DVB-S2, DVB-C
Classic features:
- Recording to USB (terrestrial TV): No
- Recording programming: No
- Picture in Picture (PiP): No
- RF remote control (no need to aim at the screen): RF
- Backlit remote control: No
- Teletext: Yes
- Audio only mode: No
- Bluetooth headphones support: Yes
- Simultaneous Bluetooth headphones & TV audio: No
Smart features:
- AirPlay: No
- Screen mirroring (Windows Miracast): Yes
- Voice search: Yes
- Voice search in native language: Yes
- Ability to connect a keyboard and mouse: Yes
Smart TV System – Google TV
Haier M90E operates on the Google TV platform. This means access to a vast array of applications, efficient voice search, and built-in Chromecast for streaming content from your phone. Theoretically, the functionality is thus complete. In practice, the manufacturer's adaptation of the software leaves much to be desired. The system in Haier's version is unstable and "leaky". During testing, we encountered errors repeatedly, with applications freezing or refusing to cooperate. It is clear that the company is still gaining experience in optimising such a demanding environment as the Google system. We hope that over time, with subsequent updates, these "growing pains" will be eliminated, but at this moment, the experience can be frustrating.
Classic and Multimedia Features
In terms of traditional equipment, there is really only one element worth praising: the physical headphone jack. This connection is increasingly being removed by competitors, and here it is still available, which older audio equipment owners will appreciate. Apart from this exception, the list of features is quite average. The television does not offer the ability to record TV channels to a USB memory (PVR). There is also a lack of picture-in-picture (PiP) functionality. We receive only the necessary minimum, without any added value.
Sound connection options
HDMI audio:
Other audio outputs:
- Toslink: Yes
- Stereo (Mini-Jack): Yes
Wireless audio:
- Bluetooth: Yes
Supported audio formats (external HDMI eARC audio):
- Dolby Digital Plus 7.1: Yes
- Dolby True HD 7.1: No
- Dolby Atmos in Dolby Digital Plus (JOC): Yes
- Dolby Atmos in Dolby True HD: No
- DTS:X in DTS-HD MA: No
- DTS-HD Master Audio: No
Senior accessibility
- Numeric keyboard on TV: No
- Font size adjustment: No
- Audio description: No
HAIER M90E - Apps
9.6/10
HAIER M90E - Playing files from USB
9.5/10
| Maximum photo resolution: | Supported photo formats: |
|---|---|
| 4 Mpix | JPEG |
| 6 Mpix | HEIC |
| 8 Mpix | PNG |
| 10 Mpix | GIF |
| 12 Mpix | WebP |
| 16 Mpix | TIFF |
| 20 Mpix | BMP |
| 24 Mpix | SVG |
| 28 Mpix | |
| 32 Mpix |
The built-in media player is one of the strongest features of this model. We can confidently say that it is one of the best and most "versatile" players we have had the opportunity to test. The device handles virtually every audio and video format. During trials with our test library, the television flawlessly opened the vast majority of files, regardless of the codec or container used. Users with extensive film collections on external drives will not encounter compatibility issues here.
HAIER M90E - Sound
8.6/10
83dB
Maximum volume
Supported codecs
(TV speakers)
Dolby Digital Plus 7.1
Dolby True HD 7.1
Dolby Atmos in Dolby Digital Plus (JOC)
Dolby Atmos in Dolby True HD
DTS:X in DTS-HD MA
DTS-HD Master Audio
Haier M90E offers sound quality that pleasantly surprises, considering the lack of an extensive external audio system (e.g., a soundbar). The design is based on hidden main speakers and two visible subwoofers located on the rear wall of the casing. This configuration results in a specific sound characteristic. The television generates clear, audible bass and well-exposed high tones. The only weaker point is the reproduction of mid tones. Our measurements of the frequency response showed a slight drop in this range (a dip on the graph). Despite this technical unevenness, the overall sound experience during everyday use remains pleasant.
Sound Quality Test:
Acoustic Measurements
83dBC (Max)
75dBC
HAIER M90E - Panel details
Software version during testing: RTMA.250416.189
Image processor: mt5889
Panel uniformity and thermal imaging:
Backlight Type: PFS LED
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