Samsung and Prime Video Introduce HDR10+ Advanced Streaming Worldwide
Samsung Electronics and Prime Video have introduced HDR10+ Advanced globally, making Prime Video the first streaming platform to offer content using the next-generation high dynamic range format. As a result, compatible Samsung televisions can deliver brighter images, smoother motion, and improved picture quality.
The new technology builds on the existing HDR10+ standard while introducing advanced brightness optimization and intelligent motion processing. Consequently, viewers can expect a more immersive experience across supported content.
HDR10+ Advanced Brings Smarter Picture Enhancements
HDR10+ Advanced expands Samsung’s open, royalty-free HDR10+ format by adding two major features. First, Enhanced Overall Brightness combines scene-by-scene metadata with AI-powered tone mapping to maximize peak brightness while preserving fine details and accurate colors. Meanwhile, Intelligent Motion Smoothing adjusts motion processing dynamically based on content metadata, creating smoother playback for sports and fast-action scenes without sacrificing the cinematic appearance of films.
The technology marks the commercial debut of the next-generation HDR standard for streaming entertainment and aims to deliver a more consistent viewing experience across compatible televisions.
Global Rollout Expands the HDR10+ Ecosystem
HDR10+ Advanced is now available on Samsung’s 2026 television lineup, and the company plans to extend support to additional products. Furthermore, the technology serves as a royalty-free alternative to Dolby Vision, reinforcing an open HDR ecosystem strategy.
The HDR10+ consortium, co-founded by Samsung and Panasonic, now includes 183 member companies and more than 22,000 certified products. Additionally, the latest launch builds on a partnership that began in 2017 when Prime Video became the first streaming service to support HDR10+.
Prime Video, which serves approximately 250 million subscribers worldwide, will begin rolling out HDR10+ Advanced on supported titles globally this month.
Open HDR Strategy Targets Premium TV Market
The launch comes as competition among HDR formats continues to intensify across the streaming and television industries. Therefore, Samsung continues expanding partnerships with major platforms, including Prime Video and YouTube, to accelerate adoption of its open HDR standard.
Moreover, industry observers expect the collaboration to strengthen Samsung’s position in the premium television market, where picture quality remains a key factor influencing consumer purchasing decisions.
