"They did suffer burn-in, yes, but only because the test was deliberately designed to torture test them. Every single OLED was affected, but RTINGS reiterates that under normal circumstances, these TVs wouldn't have experienced any burn-in. "
So 100% of OLEDs had burn-in.
This is what I came to post, they did torture them with the same content which most people would never do... but also they all got burnt in so it could 100% happen at home.
When I worked in a major retailer every single OLED except the ones running their own demos, those models had the ability to detect when retention was beginning and could engage the compensation cycle or the 1 hour refresh if it thought it needed it.
The non supplier bay models could also do this but the retailer digital ticketing feed made them auto boot 30 seconds after they were turned off for the pixel refresh so they never got to do it - and thus were all badly burnt-in after less than a month.
All these problems could be solved by the retailer just leaving the TVs on standby for one extra hour at night, but I guess at massive scale even standby mode power adds up.
The brands - LG & Samsung I know definitely was kicking up a big fuss, didnt hear about Sony directly but given they were very badly affected as well so it stands to reason they'd be at least a bit annoyed - Lucky Goldstar & Samson was constantly pushing to go back to only having their own demo mode feed on the screen and a paper ticket, but the retailer put 10s of millions into the digital ticketing system so they didnt want to go back to paper tickets.
Side note: They must've lost a lot of man hours and literal money by doing paper tickets cause they were often wrong and the staff shirked their collective responsible to change them so it wasnt going to get better.
Also staff are pissed at the OLED burn issues since they cant buy the ex-display models for super cheap anymore. Well they can but the TVs are extremely compromised by the burn-in.
As my job was selling Hisense this was a hilarious selling tool since they have no OLED really - its only a 55 and 65", its only on display on Hennessy supplier bays that aren't in many stores + have no takeaway stock nationwide and even delivery stock is in the double digits nationwide - if you wanted to be a cunt (I told them it wouldn't happen in a home setting except without "stupid" usage, ie same game every day, same news channel all day with enough interruptions like volume changing or voice assistant usage so that it wouldn't dim over time to protect itself) since you just say: "OOooOOoo this could happen to yOOooUU" *raises skeletal hand*.
Sornby not saying much was maybe down to them having significantly less sizes of significantly less models on display. They only have 1x 42" and 1x 48" then 2x 55", 2x 65" and 1x 77" and it would be rare for all those sizes to be on display since Hermen, Sampung and Lego dominate the "ranging".
Sonny tend to keep them on their own supplier fixtures where they can control the demos. Its not them being clever though they've just lost a lot of share of business and are struggling to justify ranging them as much.
They wont put the Bravia 9 in this major retailer for example, but thats an LCD not an OLED. That sort of changed in 2025 because they've priced the Bravia 8 very "aggressively" against the S90F and C5 (they made it the same price which is nuts for them).
Sony TVs are traditionally several hundred more in 55 and 65" in the UK. Sometimes that much is justified for people choosing between it and the C5/S90F for many reasons, but then other times the other brands are offering a lot more at much lower prices. Hisense's Bravia 9 equivalent is like a grand less in 65" and 75".
Anyway I'm talking about Sony because they were also controlling the brightness of their OLED TVs based on panel hours rather than actually monitoring the type of usage, so it penalised people who used it sensibly but put a lot of time on it.
They said they will consider changing the behaviour now people know and dislike it, but i dont know if that's a firmware update or new models. Probably the former.
One guy (in the comments of Calebrated's youtube video on "Sony dimming") measured his as having lost almost half its brightness over a few years - ~900 down to ~550 i think it was - because he used it as a monitor 8 hours a day or something like that.
He said he always kept it below 80 nits (in HDR mode) which is really not bright ime.
TL;DR - Burn-in definitely can happen but just don't stop it from running the short pixel refresh cycle if you're watching a lot of similar content or playing similar/the same game and certainly dont leave a taskbar/UI/HUD there all the time as you're constantly interrupting it and stopping it from auto dimming and you will 99.9% chance be fine.