Samsung has launched its new HDR standard, HDR10+ Advanced, which will debut on Amazon Prime Video starting in August 2026. This marks the first time a streaming service will offer content in this format, though initially it will be limited to select premium Samsung televisions from the 2026 model year. The introduction of HDR10+ Advanced comes ahead of the launch of Dolby Vision 2, a competing HDR technology currently under development. The rollout of HDR10+ Advanced follows months of anticipation and speculation within the television and media industries. According to reports, Amazon Prime Video will begin offering selected titles in the new format later this month, with specific content details yet to be announced. A promotional image suggests that the Amazon series Ride or Die may support HDR10+ Advanced, but neither Samsung nor Amazon have confirmed the exact range of titles or the extent of the initial offering. Additionally, it remains unclear which models from the existing 2026 Samsung lineup will be compatible with the new standard or whether older models might receive a software update to enable support. HDR10+ Advanced represents an evolution of Samsung’s existing HDR10+ standard, which uses dynamic metadata instead of static data to enhance picture quality. The new format adds further layers of metadata and advanced image processing techniques. One key feature is “Enhanced Overall Brightness,” designed to better utilize the brightness capabilities of modern premium TVs and provide more precise tonal gradations across the entire brightness spectrum. AI-driven tone mapping aims to preserve detail in dark scenes while delivering higher brightness levels required for sports and action content. Additional features are intended to improve color representation and allow for targeted adjustments to specific areas of the image rather than applying uniform processing across the entire frame. Another notable addition is “Intelligent Motion Smoothing,” which tailors motion optimization based on the type of content being viewed. For films, this should help avoid the undesired “soap opera effect” often associated with overly smooth motion processing. In contrast, for sports and fast-paced action sequences, the television can apply stronger smoothing to ensure fluid movement. Metadata related to genre, lighting, motion, and camera perspective will further refine the image processing. HDR10+ Advanced and Dolby Vision 2 share similar goals, both aiming to dynamically adjust brightness, tone mapping, and motion depiction according to the content, display, and viewing environment. However, Dolby emphasizes creative control by studios and filmmakers, whereas HDR10+ Advanced focuses on expanded metadata, AI-based image processing, and its own cloud gaming optimization. Licensing differences also distinguish the two formats. HDR10+ Advanced is built upon Samsung’s open-source HDR10+ standard, which does not require licensing fees, while manufacturers must pay for Dolby Vision. Samsung continues to rely on HDR10 and HDR10+ rather than Dolby Vision, and Dolby Vision content is typically played back using compatible HDR formats such as HDR10 on Samsung devices that lack Dolby Vision support. Amazon Prime Video will become the first streaming service to offer HDR10+ Advanced content beginning in August. Meanwhile, Hisense, TCL, and TP Vision have announced several television lines compatible with Dolby Vision 2. On the content side, Peacock and CANAL+ plan to support the format. It is likely that the performance of each format will not be fully evaluated until early 2027, once compatible devices and content become widely available.
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