Samsung has announced a major upgrade to the way supported movies and shows will look on compatible TVs. Amazon Prime Video will become the first streaming service to support Samsung’s new HDR10+ Advanced format, with the rollout set to begin globally on supported titles from August 2026.The new HDR standard will initially be available on Samsung’s 2026 TV lineup, giving owners of compatible models access to improved brightness, more detailed dark scenes and smoother motion in supported content. The technology builds on the existing HDR10+ format and is designed to make better use of the capabilities offered by newer premium televisions.About The AuthorJournalist and a writer with a strong interest in news, culture, technology, and human-interest stories. Passionate about making complex topics accessible and engaging.For Samsung, the partnership with Prime Video also carries some history. Prime Video was the first streaming platform to support HDR10+ back in December 2017, when the format was introduced to the service alongside Samsung’s 2017 UHD TV lineup.What is HDR10+ Advanced?HDR10+ Advanced is being positioned as the next step for Samsung’s HDR10+ technology. While HDR10+ already uses dynamic metadata to improve contrast and colour on a scene-by-scene basis, the newer format adds several capabilities aimed at modern TVs with higher brightness, larger screens, improved colour reproduction and more powerful image processors.One of the main additions is Enhanced Overall Brightness. It uses extended statistical metadata to make better use of a television’s available brightness range. This means that in practice, it would result in brighter and sharper HDR pictures without compromising on the detail present in various areas within the picture.The new technology also has the added advantage of AI-based tone mapping, which would help maintain detail in darker parts of the picture and highlight the brighter areas. This feature might prove quite handy when it comes to action or sports footage.Smoother motion without losing the cinematic lookAnother important characteristic of HDR10+ Advanced is Intelligent Motion Smoothing Technology. According to Samsung, Intelligent Motion Smoothing is scene-based technology that enables compatible televisions to alter their motion processing depending on the scene.The rationale behind Intelligent Motion Smoothing is the following: different content needs to be processed in a different way; thus, film content can have a more natural look while fast action and sports content can become even smoother. The technology can be useful for users who watch both films and sports on the same television, and the screen will process scenes accordingly.More articles by AuthorTrending StoriesAlso, HDR10+ Advanced includes Local Tone Mapping, which allows producers to control brightness of certain areas in images. This is intended to add more depth and detail without simply increasing brightness across the entire frame.More control over colour and different types of contentSamsung is also adding Advanced Color Control to the new standard. The feature allows content creators to dynamically calculate colour gamut data, with the goal of improving colour accuracy.Another addition is Genre-based Optimization, which allows content providers and encoders to create customised genres through metadata. Compatible displays can then use that information to tailor picture processing to the type of content being watched.HDR10+ Advanced isn't limited to movies and TV shows either. Samsung says the standard supports Adaptive Cloud Gaming alongside HDR10+ Gaming mode. This feature can enable real-time ambient light adaptation for supported cloud-based games, potentially making gaming more comfortable in different lighting conditions.Prime Video will be first to support the formatHDR10+ Advanced is slated to make its debut on Prime Video, with supported videos starting to release worldwide from August 2026. Unfortunately, customers must have a suitable Samsung 2026 TV in order to be able to enjoy this new technology.The collaboration leverages Prime Video’s existing partnership with Samsung in HDR10+. When Prime Video launched its HDR10+ in December 2017, the HDR10+ library was enabled on Samsung’s 2017 UHD TVs.BA Winston, VP of Technology of Prime Video, said that HDR10+ ADVANCED is an advanced format that will improve user experience through features like Enhanced Overall Brightness and Intelligent Motion Smoothing which help improve picture detail.However, in the two years since, the HDR10+ has come a long way. Samsung says its ecosystem currently has 183 adopter companies and over 22,000 certified products.Samsung plans to incorporate HDR10+ Advanced in its 2026 TV models and expand further into future products as the ecosystem matures.As for users, the immediate value from this move will largely depend on the availability of HDR10+ Advanced content as well as whether users own a compatible Samsung TV. The technology promises a more dynamic picture, but its full impact will become clearer as more Prime Video titles adopt HDR10+ Advanced.This change is also a demonstration of how TV manufacturers and streaming platforms collaborate to get more out of contemporary display technology. As premium TVs are now able to provide larger screens, better brightness and more powerful image processing, HDR10+ Advanced is a format aimed at making sure streaming media benefits from these advances.For Samsung TV users upgrading to the next year's model, HDR10+ Advanced could therefore be another feature worth considering, especially if watching movies, sports and action-heavy content on Prime Video is something you do regularly. FAQsWhat is HDR10+ Advanced?HDR10+ Advanced is an updated version of HDR10+ that aims at producing brighter, more detailed, and dynamic visuals on compatible televisions.When will Prime Video provide HDR10+ Advanced?Prime Video will offer HDR10+ Advanced on compatible titles from August 2026.Which TVs will support HDR10+ Advanced initially?The format will initially be available on Samsung’s 2026 TV lineup. Support is expected to expand to future compatible Samsung products.What are the main capabilities of HDR10+ Advanced?Some of the capabilities of HDR10+ Advanced include enhanced brightness, motion smoothing, AI tone mapping, local tone mapping, genre optimization, and advanced color control.How does Enhanced Overall Brightness work?It uses extended statistical metadata to make better use of a TV’s brightness capabilities, helping produce brighter and more precise HDR images across the tonal range.end of article