- Amazon Prime Video will be the first streaming service to support Samsung's HDR10+ Advanced format on supported titles globally beginning later this month.
- Samsung has announced the launch of HDR10+ ADVANCED streaming experience on Prime Video worldwide, starting with its 2026 TV lineup.
- HDR10+ Advanced is an upgrade to the HDR10+ format, featuring Enhanced Overall Brightness and AI-driven tone mapping for improved picture quality.
- Intelligent Motion Smoothing is also part of HDR10+ Advanced, allowing compatible displays to dynamically adjust motion processing for smoother visuals.
- HDR10+ ADVANCED is designed to enhance the viewing experience on modern televisions, delivering a more dynamic and lifelike picture quality.
- Prime Video was the first to offer HDR10+ back in December 2017, and this collaboration continues to build on that success.
- Samsung's HDR10+ ecosystem has grown significantly, now encompassing 183 adopter companies and over 22,000 certified products.
Amazon Prime Video is set to become the first streaming service to support Samsung's HDR10+ Advanced format, launching globally on supported titles in August 2026. This new standard enhances overall brightness and motion quality, requiring Samsung's 2026 TV lineup for optimal viewing.1234678
The HDR10+ Advanced format is an upgrade to the existing HDR10+ standard, designed to deliver brighter, more immersive picture quality for movies and shows. It features Enhanced Overall Brightness, which utilizes extended statistical metadata to maximize premium TV brightness capabilities, resulting in brighter and more precise HDR across the full tonal range.
Additionally, the format includes AI-driven tone mapping to preserve shadow detail in darker scenes and enhance brightness for sports and action content. Intelligent Motion Smoothing is also part of the upgrade, allowing compatible displays to adjust motion processing dynamically, thus maintaining the cinematic feel of film content while ensuring smooth motion for fast-paced scenes.5
This collaboration builds on the successful launch of HDR10+ on Prime Video in December 2017, when it became the first streaming service to offer HDR10+ to customers. Since then, the HDR10+ standard has expanded to include 183 adopter companies and over 22,000 certified products.
Taeyong Son, Executive Vice President of Visual Display Business at Samsung Electronics, stated, "As home viewing options become more diverse, users are prioritizing elite viewing standards and greater levels of immersion." Meanwhile, BA Winston, Vice President of Technology at Prime Video, emphasized the commitment to providing the best possible viewing experience with HDR10+ Advanced.
“The format introduces Enhanced Overall Brightness and Intelligent Motion Smoothing, using extended statistical metadata and scene-by-scene metadata to adapt picture quality. Viewers will need a Samsung TV from the 2026 lineup to experience it, with the rollout beginning August 2026 after Prime Video first offered HDR10+ in December 2017.”
