Samsung and Prime Video to Launch HDR10+ Advanced Globally in August 2026

Global Launch of HDR10+ Advanced on Prime Video

The collaboration builds on a partnership that began in December 2017, when Samsung became the inaugural streaming service provider to offer HDR10+ to customers. That initial launch made the entire Prime Video HDR library available in HDR10+ on Samsung’s 2017 UHD TV lineup by utilizing dynamic metadata to deliver enhanced contrast and color.

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, according to Androidheadlines. 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.

Enhanced Capabilities and Technical Features

HDR10+ Advanced represents the next evolution of the HDR10+ standard, tailored specifically to empower modern advanced televisions featuring larger screen sizes, higher peak brightness, greater color depth, and increased processing power. The format is designed to satisfy the requirements of leading content distribution services while preserving the creator’s intent across compatible displays.

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The standard introduces two primary capabilities for viewers:

• Enhanced Overall Brightness: Utilizes extended statistical metadata to make fuller use of premium TV brightness capabilities, delivering brighter and more precise HDR across the full tonal range. AI-driven tone mapping also preserves shadow detail in darker scenes while supplying the heightened brightness demanded by sports and action content.
• Intelligent Motion Smoothing: Employs scene-by-scene metadata to enable compatible displays to dynamically adjust motion processing, preserving the cinematic feel of film content while delivering smooth and natural motion for fast-moving scenes.

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. “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.”

Ecosystem Growth and Royalty-Free Standards

HDR10+ Technologies, LLC develops and governs the HDR10+ family of standards, which includes HDR10+, HDR10+ Advanced, HDR10+ Gaming, and HDR10+ Adaptive. Co-founded by Samsung Electronics and Panasonic, HDR10+ operates as an open, royalty-free dynamic HDR standard. Both HDR10+ Advanced content and compatible displays carry no royalty fees.

Since the initial 2017 rollout, the broader HDR10+ ecosystem has expanded significantly to encompass 183 adopter companies across the display, content, streaming, and semiconductor sectors, supporting more than 22,000 certified products.

Following its introduction on the 2026 TV models, support for HDR10+ Advanced is planned for future products as the wider ecosystem continues to grow.