Samsung Launches World’s First HDR10+ ADVANCED Streaming Experience on Prime Video
Prime Video will introduce HDR10+ ADVANCED streaming on Samsung’s 2026 TV lineup starting August 2026, marking the first global deployment of the next-generation HDR standard.
Samsung Electronics announced that Prime Video will be the first streaming service to offer HDR10+ ADVANCED on supported titles globally beginning August 2026, with initial availability on Samsung’s 2026 TV models. The new standard introduces Enhanced Overall Brightness and Intelligent Motion Smoothing, designed to improve picture quality for movies and shows by leveraging extended metadata and AI-driven processing. Samsung’s Executive Vice President of Visual Display Business, Taeyong Son, highlighted the collaboration as a step toward meeting rising consumer expectations for high-end home viewing experiences.
HDR10+ ADVANCED is an evolution of the HDR10+ standard, tailored for advanced televisions with larger screens, higher brightness, and greater color depth. It preserves creators’ artistic intent while delivering a more dynamic and lifelike image through two key features: Enhanced Overall Brightness, which optimizes brightness across the tonal range, and Intelligent Motion Smoothing, which adjusts motion processing dynamically for smoother playback in fast-paced content.
Prime Video’s Vice President of Technology, BA Winston, stated that the integration of HDR10+ ADVANCED will enhance detail and visual richness in supported titles, building on the service’s prior adoption of HDR10+ in December 2017. The new standard will first appear on Samsung’s 2026 TV lineup, with plans to expand support to additional products as the HDR10+ ecosystem grows.
The rollout reflects Samsung’s long-standing leadership in display technology, with HDR10+ ADVANCED representing a continuation of its efforts to advance premium viewing experiences. For further details, Samsung directs users to its official website and the HDR10+ ADVANCED resource page.