Samsung Is The World’s First To Launch HDR10+ Advanced
Credit: AI
Samsung Electronics announced that its TVs will be the first in the world to offer support for HDR10 Plus Advanced technology.
This technology will be available to Prime Video streaming service users worldwide starting in August 2026, but only for supported movies and TV series.
The first TVs to support HDR10 Plus Advanced will be Samsung’s 2026 models.
HDR10+ ADVANCED represents the next evolution of the HDR10+ standard and is specifically designed to unlock the full potential of the latest TVs—featuring ever-larger screen sizes, higher peak brightness, greater color depth, and increased processing power—while meeting the requirements of leading content distribution services. This standard preserves the creator’s intent across all compatible displays, while delivering a more dynamic and realistic viewing experience for supported content.
It also introduces two innovative user features. Enhanced overall brightness uses advanced statistical metadata to fully utilize the brightness capabilities of modern premium TVs, delivering more accurate HDR reproduction across the entire tonal range. Additionally, AI-powered tone mapping preserves shadow detail in dark scenes and delivers the enhanced brightness needed for sports and action content.
Meanwhile, Intelligent Motion Smoothing uses scene-by-scene metadata to enable compatible displays to dynamically adjust motion processing—preserving the cinematic experience when watching movies and delivering smooth, natural motion in sports, action, and other fast-paced scenes.
“With improved overall brightness and intelligent motion smoothing that adapt picture quality to bring out the finest detail in every scene, we’re excited to bring richer, more dynamic visuals to our Prime Video customers’ favorite movies and shows on supported devices,” said B.A. Winston, vice president of technology at Prime Video.
