Samsung and Prime Video launch HDR10+ ADVANCED streaming format
August 4, 2026 11.58 Europe/London By Julian Clover


Samsung Electronics and Prime Video have introduced HDR10+ ADVANCED, a new version of the HDR10+ picture standard designed to improve brightness, motion handling and overall picture quality on compatible televisions.

Prime Video becomes the first streaming service to support the format globally, with availability beginning this month on Samsung’s 2026 television range.

HDR10+ ADVANCED adds two headline features. Enhanced Overall Brightness uses additional dynamic metadata and AI-powered tone mapping to deliver brighter HDR images while preserving detail in darker scenes. Intelligent Motion Smoothing introduces scene-by-scene metadata that allows compatible TVs to optimise motion processing, aiming to improve sports and fast-moving action without compromising the cinematic look of films.

Samsung said the technology has been developed for the latest generation of high-brightness televisions and builds on the HDR10+ standard first introduced on Prime Video in 2017.

The companies say support will initially be available on selected Prime Video titles worldwide, with Samsung planning to extend HDR10+ ADVANCED across future TV models.

Unlike Dolby Vision, HDR10+ is an open standard backed by Samsung, Amazon and other partners. HDR10+ ADVANCED extends that format with new metadata designed to take advantage of increasingly bright and AI-powered television displays.

However, adoption will depend on broader industry support. At launch, Prime Video is the only streaming platform supporting HDR10+ ADVANCED and Samsung is the only TV manufacturer announcing compatible devices.

Samsung’s announcement comes just days after Disney+ temporarily lost Dolby Vision, HDR10 and 4K support across parts of Europe because of an unrelated patent dispute.