HDR10+ Advanced Debuts
Samsung and Prime Video will launch HDR10+ Advanced globally for enhanced viewing
Anonymous
Key Points
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HDR10+ Advanced is described as a royalty-free alternative to Dolby Vision 2 and is being launched with Prime Video as the first platform, starting August 2026 on Samsung's 2026 TV lineup.
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The HDR10+ ecosystem has grown to 183 global member companies and more than 22,000 certified products, signaling broad industry adoption beyond Samsung and Prime Video.
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Enhanced Overall Brightness and Intelligent Motion Smoothing operate with specific technical mechanisms: Enhanced Overall Brightness uses scene-by-scene brightness metadata plus AI-based tone mapping to push peak brightness without distorting image; Intelligent Motion Smoothing uses content-specific metadata to adjust frame rates for smoother action and sports.
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Prime Video’s scale (approximately 250 million subscribers) underscores the potential reach of HDR10+ Advanced, continuing a long-running collaboration that began when HDR10+ debuted in 2017.
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Samsung’s framing of HDR10+ Advanced as part of an open, royalty-free ecosystem includes the absence of Dolby Vision licensing in its TVs, reinforcing its commitment to HDR10+ as the primary HDR path for its displays.
Samsung and Amazon Prime Video will launch HDR10+ Advanced globally in August 2026, making Prime Video the first streaming service to carry the next-generation picture format at scale, according to SammyFans. The rollout starts with Samsung's 2026 TV lineup and promises brighter highlights and smoother motion — especially for sports and action content.
The new format is royalty-free, positioning it as a direct rival to Dolby Vision 2. Samsung does not license Dolby Vision for its TVs, making HDR10+ Advanced its primary path forward for premium picture quality, YugaTech reported.
What HDR10+ Advanced Actually Does Differently
HDR10+ Advanced adds two new tools on top of existing HDR10+ technology. The first is Enhanced Overall Brightness. It reads scene-by-scene brightness data and uses AI-based tone mapping to push peak brightness higher without distorting the image, according to SE Daily. The result is more vivid highlights without blown-out whites.
The second tool is Intelligent Motion Smoothing. It uses content-specific metadata to adjust frame rates automatically. Fast-moving scenes — think a soccer match or car chase — look smoother without the artificial soap-opera effect that older motion-smoothing technology can produce, YugaTech noted.
Samsung's Eight-Year Partnership With Prime Video Bears New Fruit
Samsung and Prime Video have worked together since HDR10+ first launched in 2017. Now, nearly a decade later, Prime Video is the launch platform for its successor, according to SammyFans. Prime Video serves roughly 250 million subscribers worldwide, giving HDR10+ Advanced immediate global reach from day one.
BigGo Finance described Samsung as "the first company in the world" to apply HDR10+ Advanced to a major streaming service. Samsung's 2026 TV lineup is the exclusive early hardware. Broader expansion to other devices is expected as the format gains traction across the industry.
An Open Ecosystem With 183 Companies Already On Board
HDR10+ is not a Samsung-only format. The ecosystem now counts 183 member companies and more than 22,000 certified products, according to Streamline Feed. That scale gives HDR10+ Advanced a ready-made foundation that Dolby Vision alternatives have had to build from scratch.
Samsung has never licensed Dolby Vision for its televisions. By pushing a royalty-free standard with broad industry backing, Samsung keeps licensing costs out of the picture for device makers. That strategy has helped HDR10+ grow far beyond Samsung's own product line.
August 2026 Launch Targets Premium Home Viewing
The August 2026 date applies to supported titles on Prime Video, viewable on Samsung's 2026 TVs, YugaTech confirmed. Not all Prime Video content will carry the format immediately — only titles certified for HDR10+ Advanced will get the upgrade. Samsung has not yet named which specific TV models qualify.
The launch marks a clear signal from both companies that they see open-standard HDR formats as the future of premium streaming. With 250 million potential viewers and a 183-company ecosystem behind it, HDR10+ Advanced arrives with more industry muscle than any previous HDR10+ generation, according to SE Daily.
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