Samsung Launches HDR10+ ADVANCED Streaming Experience on Prime Video Worldwide
Samsung has announced that its 2026 TV lineup will feature the new HDR10+ ADVANCED streaming standard, with Prime Video serving as the first global platform to support it. This technology aims to improve picture quality through scene-by-scene metadata adjustments for brightness and motion smoothing.
Why it matters
This represents a significant evolution in home entertainment standards, potentially setting a new benchmark for visual fidelity in streaming media.
Samsung Electronics announced that Prime Video will be the first streaming service to offer HDR10+ ADVANCED1 on supported titles globally beginning August 2026, with the service being first available on Samsung’s 2026 TV lineup.
The next-generation High Dynamic Range (HDR) standard — designed to deliver brighter, more immersive picture quality for supported movies and shows — brings the benefits of Enhanced Overall Brightness and Intelligent Motion Smoothing to streaming viewers for the first time.
HDR10+ ADVANCED is the next evolution of the HDR10+ standard and is specifically designed to empower today’s most advanced televisions — which have achieved ever larger screen sizes, higher peak brightness, greater color depth and increased processing power — while satisfying the requirements of leading content distribution services. The standard preserves the creator’s intent across compatible displays while delivering a more dynamic, lifelike viewing experience for supported content.
It also introduces two powerful capabilities for customers.
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