News in Short
- Samsung and Prime Video have launched HDR10+ ADVANCED.
- Prime Video becomes the first streaming service to support the new format.
- HDR10+ ADVANCED debuts on Samsung’s 2026 TVs this month.
- The upgrade introduces AI-powered brightness and motion enhancements.
- More streaming services and TV brands are yet to announce support.
Samsung and Prime Video have introduced HDR10+ ADVANCED, a new version of the HDR10+ video format designed to improve picture quality on compatible TVs. Prime Video is the first streaming platform to support the technology globally, with the rollout beginning this month on Samsung’s 2026 television lineup.
While HDR10+ has been available on Prime Video since 2017, the new ADVANCED version adds AI-powered enhancements for brightness and motion. Here’s what’s actually new and whether it matters for viewers.
What’s New in HDR10+ ADVANCED?
Unlike the existing HDR10+ format, HDR10+ ADVANCED introduces two major improvements designed for modern high-brightness TVs.
1. Brighter HDR scenes with AI
The biggest upgrade is Enhanced Overall Brightness. The new format uses additional dynamic metadata alongside AI-powered tone mapping to make HDR content appear brighter without washing out highlights or losing detail in darker scenes.
This is especially useful for newer premium TVs capable of much higher brightness levels than older displays.
2. Smoother motion for sports and action
The second major addition is Intelligent Motion Smoothing.
Instead of applying the same motion processing across an entire movie or show, HDR10+ ADVANCED delivers scene-by-scene metadata. Compatible Samsung TVs can then optimise motion depending on what’s playing.
Fast-moving sports, racing and action sequences should appear smoother, while films can retain their intended cinematic look without excessive smoothing.
How is it different from Dolby Vision?
HDR10+ ADVANCED builds on HDR10+, which is an open HDR standard backed by Samsung, Amazon and several industry partners. Unlike Dolby Vision, manufacturers do not need to pay licensing fees to adopt HDR10+.
The ADVANCED version expands on that foundation by adding richer metadata and AI-based optimisations that take advantage of today’s brighter television panels.
Should you care?
For now, HDR10+ ADVANCED is relatively limited.
Prime Video is currently the only streaming service supporting the format, and Samsung is the only TV manufacturer announcing compatible devices. That means users watching Netflix, Disney+, Apple TV+ or other platforms will not benefit from the new format yet.
However, if you own or plan to buy a Samsung 2026 TV and regularly watch Prime Video, HDR10+ ADVANCED promises better HDR performance without requiring any manual settings.
Samsung also says it plans to expand support to future TV models, although it has not shared a wider rollout timeline.
The announcement also comes shortly after Disney+ temporarily lost Dolby Vision, HDR10 and 4K support across parts of Europe because of a separate patent dispute, highlighting how HDR technologies continue to evolve alongside licensing and platform partnerships.
