Samsung Electronics Brings HDR10+ Advanced to Amazon Prime Video in World First
Samsung Electronics has become the first company to implement HDR10+ Advanced technology on Amazon Prime Video. The update enhances brightness and motion compensation using AI-driven metadata.
Why it matters
As a world-first implementation, this highlights Samsung's continued dominance in display technology and its strategic effort to maintain a competitive edge in the global TV market.
Add to Google Preferred Sources Samsung Electronics has become the first company in the world to apply its next-generation high-definition video technology, "HDR10+ Advanced," to Amazon Prime Video. The technology features Enhanced Overall Brightness, which maximizes brightness performance through AI-based tone mapping, and intelligent motion compensation based on scene-by-scene metadata. Samsung Electronics has begun applying the technology starting with its 2026 TV lineup, and the HDR10+ ecosystem currently includes 183 member companies and approximately 22,000 certifications. The two companies have maintained their partnership for over nine years since adopting HDR10+ in 2017. Key Elements Samsung Electronics Amazon Prime Video HDR10+ Advanced HDR10+ Technologies LLC Son Tae-yong BA Winston Samsung Electronics has become the first company in the world to apply its next-generation high-definition video technology, "HDR10+ Advanced," to Amazon Prime Video, the world's largest over-the-top (OTT) streaming platform.
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