Samsung to Bring Next-Generation Picture Quality to Amazon Prime Video
Samsung Electronics is partnering with Amazon Prime Video to integrate its new HDR10+ Advanced video technology. This update uses AI-based tone mapping and intelligent motion smoothing to improve picture quality on 2026 TV models.
Why it matters
This collaboration sets a new standard for high-definition streaming, potentially influencing how global OTT platforms deliver visual content to millions of users.
Samsung Electronics (005930.KS) said on the 4th that it will apply "HDR10+ ADVANCED," a next-generation high-definition video technology, to content on Prime Video, the global OTT platform, in partnership with Amazon. Prime Video is an over-the-top (OTT) video service operated by Amazon and a global content platform with about 250 million users worldwide.
Samsung Electronics and Amazon have maintained a partnership since Prime Video became the first in the OTT industry to adopt HDR10+ technology in 2017. Through this latest collaboration, they will apply HDR10+ Advanced technology, which expands the existing HDR10+ ecosystem by one step, to the content domain.
HDR10+ Advanced is a technology that further strengthens screen brightness and motion expression through new features such as "Enhanced Overall Brightness" and "Intelligent Motion Smoothing."
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