Samsung HDR10+ ADVANCED has arrived on Prime Video, making Amazon’s streaming service the first in the world to offer the next-generation HDR standard. The rollout begins worldwide in August 2026 and lands first on Samsung’s 2026 TV lineup, extending a partnership between the two companies that dates back to 2017. For home theater enthusiasts, it is one of the more meaningful streaming upgrades of the year: rather than a new panel or a new remote, it is a metadata-driven overhaul of how bright highlights, shadow detail and motion are handled scene by scene, on hardware many viewers already own. For readers weighing a 2026 TV purchase, Samsung HDR10+ ADVANCED support is a reasonable tie-breaker alongside brightness, size and panel type.
Samsung HDR10+ ADVANCED: a brighter, more dynamic standard
Samsung HDR10+ ADVANCED is the next evolution of the HDR10+ format, engineered for today’s most capable televisions: bigger screens, higher peak brightness, wider color volume and more processing power than earlier generations. The standard preserves the creator’s original intent across every compatible display, while pushing picture quality further for supported movies and shows on Prime Video.
“As home viewing options become more diverse, users are prioritizing elite viewing standards and greater levels of immersion,” said Taeyong Son, Executive Vice President of Visual Display Business at Samsung Electronics. “By collaborating with Prime Video, we are bringing HDR10+ ADVANCED to home entertainment systems for the first time, elevating the home viewing experience all over the world.”
Enhanced Overall Brightness and Intelligent Motion Smoothing
Two new capabilities headline the Samsung HDR10+ ADVANCED experience. Enhanced Overall Brightness draws on extended statistical metadata to push premium TVs closer to their true brightness potential, sharpening highlights without crushing shadow detail. AI-driven tone mapping keeps darker scenes readable while letting bright, high-motion moments in sports and action content shine.
Intelligent Motion Smoothing works scene by scene, letting compatible displays adjust motion processing on the fly. Films keep their cinematic feel, while sport, action and other fast-moving footage stays smooth and natural — a distinction that used to require manually switching picture modes.
Prime Video’s long history with HDR10+
Prime Video was the first streaming service to support the original HDR10+ format back in December 2017, when its entire HDR catalogue became available in HDR10+ on Samsung’s 2017 UHD TVs. “At Prime Video, we’re dedicated to providing the best possible viewing experience, and HDR10+ ADVANCED represents a meaningful step forward for our customers,” said BA Winston, Vice President of Technology at Prime Video. Since that 2017 debut, the open, royalty-free HDR10+ ecosystem has grown to 183 adopter companies and more than 22,000 certified products worldwide, spanning displays, content platforms and semiconductor makers, and Samsung HDR10+ ADVANCED is set to expand that reach even further.
Pricing and availability
Samsung HDR10+ ADVANCED support is a free feature update rather than a paid upgrade or separate product. It rolls out globally from August 2026, starting with Samsung’s 2026 TV lineup, with support for future models planned as the HDR10+ ecosystem continues to grow. One limitation to note: HDR10+ ADVANCED is not available while Filmmaker Mode is switched on. More information on Samsung’s TVs is available at samsung.com, and further detail on the format itself at Samsung’s official announcement.
Key specifications
- Standard: HDR10+ ADVANCED, the next generation of the open, royalty-free HDR10+ format
- New capabilities: Enhanced Overall Brightness, AI-driven tone mapping, Intelligent Motion Smoothing
- First streaming platform: Prime Video, rolling out worldwide from August 2026
- First compatible hardware: Samsung’s 2026 TV lineup
- Ecosystem: 183 adopter companies, 22,000+ certified HDR10+ products
- Limitation: not supported while Filmmaker Mode is enabled
