Samsung is bringing HDR10+ ADVANCED to streaming video for the first time, teaming with Amazon's Prime Video to roll out the next-generation HDR format globally starting in August 2026.
According to Samsung, the format is the next step beyond the original HDR10+ standard. It adds two capabilities on top of what supported TVs can already do. Enhanced Overall Brightness uses extended metadata and AI-driven tone mapping to push more of a screen's peak brightness into everyday scenes, not just isolated highlights. Intelligent Motion Smoothing works scene by scene instead of applying one blanket setting to an entire title, so a cinematic drama and a live sports broadcast get different motion treatment within the same stream.
This isn't a new partnership. Prime Video was the first streaming service to carry the original HDR10+ format, launching it in December 2017 on Samsung's UHD TV lineup from that year. The open, royalty-free standard, co-founded by Samsung and Panasonic, has grown since then to what Samsung says is 183 adopter companies and more than 22,000 certified products worldwide.
If you own one of Samsung's 2026 TVs, there's mostly nothing to configure. Supported Prime Video titles switch to HDR10+ ADVANCED automatically once the format reaches your set in August, applying inside the picture mode you already use. The one exception: Samsung notes the format doesn't activate when Filmmaker Mode is turned on.
Taeyong Son, Samsung's Executive Vice President of Visual Display, framed the update as a bet on where home viewing is headed: "As home viewing options become more diverse, users are prioritizing elite viewing standards and greater levels of immersion." BA Winston, Prime Video's Vice President of Technology, said the collaboration means "the picture quality adapts to bring out the best details in every scene."
What remains unclear is whether HDR10+ ADVANCED reaches other TV brands on Prime Video, or whether Samsung keeps first access exclusive to its own 2026 lineup while the format spreads to other displays later.
