Samsung Leads the Pack, Brings HDR10+ Advanced to Its TVs Thanks to Prime Video

From August 2026, Prime Video will be the first global streaming service to offer content compatible with the new HDR10+ Advanced standard.

The technology will debut initially exclusively on the Samsung’s 2026 TV lineup, delivering viewers images that are significantly brighter and more detailed.

Samsung, HDR10+ Advanced on all 2026 TVs with Prime Video

Today’s announcement complements the information released last November, when the Asian company unveiled the specifications of the new open format, developed together with Panasonic, without naming any partner for content distribution.

Amazon’s choice marks a return to its roots: as early as December 2017, the famous e-commerce platform pioneered adopting the original HDR10+ on Samsung’s then lineup of displays.

Although precise details on the exact number of titles involved or the specific models of the 2026 lineup that will support it from day one are currently lacking, the open ecosystem continues its steady expansion.

There are currently 183 member companies of the consortium and well over 22,000 certified devices.

The royalty-free nature of the project constitutes a huge commercial advantage for display manufacturers and content creators, marking a clear difference compared to license-based strategies adopted by rival formats such as the Dolby Vision 2, unveiled at IFA 2025.

Brightness and Fluidity Made to Measure

Examining image processing, the format introduces two main tools to maximize the capabilities of modern panels. The first novelty is called Enhanced Overall Brightness and uses advanced statistical metadata to optimize brightness across the entire tonal range.

Using AI applied to tone mapping, the TV can preserve details in the darker areas and, at the same time, enhance the brightness in high-contrast scenes.

The second novelty is Intelligent Motion Smoothing, a mechanism capable of analyzing scene-by-scene information to dynamically adjust frame interpolation. This technique allows preserving the natural cinematic cadence during the playback of auteur films, while ensuring perfectly smooth viewing during live sports or action movies.

It is important to note that these processing steps are disabled automatically when the user chooses to activate the Filmmaker Mode, designed specifically to remove the digital filters and show the work exactly as conceived by the director.

Audience Habits and Market Challenges

Despite the evident quality leap guaranteed by the integration of these technologies into home systems, there remains a significant hurdle related to how audiences consume content.

A large share of subscribers often opts for affordable or mid-tier plans supported by advertising. Unfortunately, these subscriptions almost always exclude access to 4K video streams and HDR.

This saving trend, coupled with a general impoverishment of image culture, slows the mass diffusion of new visual formats.