Amazon Prime Video is Bringing HDR10+ Advanced Content to Samsung’s 2026 TVs

Samsung announced this week that it has teamed up with Amazon Prime Video to make a selection of movies and TV shows available in the new HDR10+ Advanced format on its 2026 TV lineup. HDR10+ Advanced is the next evolution of the royalty-free HDR standard supported by Samsung and Panasonic, which previously pushed the HDR10+ standard to compete with the proprietary Dolby Vision technology.

As you may know, HDR10+ uses dynamic metadata to improve picture quality scene by scene. However, unlike the Dolby Vision format supported by LG and most smart TV manufacturers, HDR10+ is designed as an open standard that doesn’t require a license or special hardware. As of today, Amazon Prime Video, Netflix, and Disney+ all offer content in HDR10+ on TVs that support the format.

HDR10+ Advanced is pretty much the royalty-free equivalent of the Dolby Vision 2 technology that was announced back in September. At the time, Dolby promised new Content Intelligence tools to improve picture quality, as well as a new technology called “Authentic Motion” to remove judder.

As it turns out, HDR10+ Advanced will come to market first, with Prime Video enabling support for the new format this month on Samsung’s 2026 TVs. “With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene and we’re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices,” said BA Winston, Vice President of Technology at Prime Video.