Samsung’s HDR10+ Advanced Arrives on Prime Video This August

Samsung has confirmed that its next-generation HDR10+ Advanced picture format will begin reaching Amazon Prime Video customers by the end of August 2026, bringing new picture-enhancement features to compatible Samsung televisions and projectors.

Samsung’s 2026 TV lineup already supports HDR10+ Advanced at the hardware level, and the latest announcement confirms that compatible movies and television shows will soon be available through Prime Video. The rollout marks the first major content partnership announced for the upgraded format.

The original HDR10+ standard, introduced in 2017, uses scene-by-scene metadata to help supported displays produce more accurate and dynamic high-dynamic-range images. HDR10+ Advanced expands that system with six additional technologies designed to improve brightness, motion, gaming, tone mapping and color reproduction.

HDR10+ Bright uses additional source metadata to help compatible screens reproduce image tonalities more effectively and deliver greater overall brightness. Genre-based Optimization, also known as HDR10+ Genre, allows creators to identify the genre of their content and provide more detailed classifications within the video stream.

Intelligent Motion Smoothing gives content creators greater control over frame-rate effects on a scene-by-scene basis. Adaptive Cloud Gaming Mode, or HDR10+ Intelligent Gaming, is designed to adjust tone mapping in real time according to changes in ambient lighting during cloud gaming.

Detailed Local Tone Mapping divides an image into a substantially larger number of analysis zones, allowing compatible displays to make more precise adjustments to brightness. Advanced Color Control provides content creators with more detailed color information for supported televisions.

Samsung has not yet revealed which Prime Video titles will be the first to receive HDR10+ Advanced support. It also remains unclear whether the technology will be automatically applied to a large number of existing HDR10+ titles on the streaming service when the rollout begins.

BA Winston, vice president of technology at Prime Video, described the new format as a “meaningful step forward” for viewers. “With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene and we’re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices,” Winston said.

Taeyong Son, Samsung’s executive vice president of Visual Display Business, said the partnership with Prime Video would bring HDR10+ Advanced to home entertainment systems for the first time. “By collaborating with Prime Video, we are bringing HDR10+ Advanced to home entertainment systems for the first time, we are elevating the home viewing experience all over the world,” Son said.

The Prime Video rollout comes as competition among premium HDR technologies continues to intensify. Dolby has also announced the arrival of the second generation of its Dolby Vision format, Dolby Vision 2, on Hisense televisions, putting two competing next-generation HDR standards in the spotlight at the same time.