Samsung Electronics has announced a partnership with Prime Video to introduce HDR10+ Advanced streaming visuals, with initial deployment set for the tech giant's 2026 television lineup starting in August 2026.
The new HDR10+ Advanced standard represents an upgrade over the original HDR10+ format, specifically engineered to support next-generation televisions featuring larger screens, higher peak brightness, finer colour depth and more powerful processors.
Designed to preserve the original creative intent of filmmakers and content creators, the technology enhances realism across supported movies and shows while dynamically optimizing picture parameters to match the specific capabilities of each display panel.
A key feature of HDR10+ Advanced is its Intelligent Motion Smoothing technology, which utilises metadata to analyse content on a scene-by-scene basis. The system then automatically instructs compatible televisions to adjust motion processing, delivering smoother, more natural motion for live sports, action sequences and fast-moving visuals.
The collaboration builds on a partnership established in 2017, when Prime Video became the first streaming platform to adopt HDR10+, enabling HDR content to display in HDR10+ across Samsung’s 2017 UHD TV lineup.
Samsung plans to roll out HDR10+ Advanced to its 2026 TV lineup first before extending support to additional models in the future. Prime Video will begin offering supported HDR10+ Advanced content globally from August 2026.
Source: Samsung Newsroom, GSMArena
