- Samsung 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 HDR10+ ADVANCED format globally, with availability beginning this month on Samsung's 2026 television range.
- HDR10+ ADVANCED adds two headline features: Enhanced Overall Brightness and Intelligent Motion Smoothing.
- 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.
- HDR10+ standard was first introduced on Prime Video in 2017.
- 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.
Samsung and Prime Video have unveiled HDR10+ ADVANCED, a next-generation streaming format aimed at enhancing HDR picture quality and motion handling. This format, which builds on the original HDR10+ standard introduced in 2017, will be available on Samsung's 2026 TV lineup starting this month.123678
HDR10+ ADVANCED introduces two key features: Enhanced Overall Brightness and Intelligent Motion Smoothing. The former utilizes additional dynamic metadata and AI-powered tone mapping to deliver brighter HDR images while maintaining detail in darker scenes. The latter allows TVs to optimize motion processing on a scene-by-scene basis, improving the viewing experience for fast-moving content like sports without sacrificing the cinematic quality of films.45
Currently, Prime Video is the only streaming service supporting HDR10+ ADVANCED, with selected titles available worldwide. Samsung's announcement comes shortly after Disney+ faced a temporary loss of Dolby Vision support in Europe due to a patent dispute, highlighting the competitive landscape of HDR formats. Unlike Dolby Vision, HDR10+ is an open standard backed by Samsung, Amazon, and other partners, which may facilitate broader adoption across the industry.
As the technology is designed for high-brightness televisions, its success will depend on the support from other manufacturers and content providers. Samsung plans to extend HDR10+ ADVANCED across future TV models, but initial adoption remains limited to its own devices.
“HDR10+ ADVANCED adds Intelligent Motion Smoothing, using scene-by-scene metadata to improve sports and fast-moving action without compromising the cinematic look of films. At launch Prime Video is the only streaming platform supporting HDR10+ ADVANCED and Samsung the only TV maker with compatible devices, so broader adoption depends on industry support.”
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