Samsung HDR10 Plus Advanced launches on Prime Video this month

Samsung's HDR10 Plus Advanced will go live globally on Amazon Prime Video this month. The format, previewed late last year, is designed to improve HDR quality with additional metadata, enabling more precise picture optimization for the content being watched and offering tone mapping that adjusts to specific screen regions rather than applying a single setting across the entire frame.

The first televisions confirmed to support the technology are Samsung's 2026 lineup. In the announcement, Samsung did not specify which titles would be initially compatible or how many, though a promotional image featured the Amazon series "Ride or Die." The news arrives shortly after Disney Plus in Europe briefly lost Dolby Vision support due to a patent dispute.

HDR10 Plus Advanced shares several capabilities with Dolby Vision 2, but avoids the licensing fee that Samsung would otherwise pay to Dolby. It also introduces "Intelligent Motion Smoothing," which can adjust on a scene-by-scene basis. In related news, Hisense, Philips, and TCL have confirmed that their upcoming TVs will support Dolby Vision 2, with Peacock and Canal+ joining as content partners, but that technology is not yet available and will likely require software updates for compatible TVs upon rollout.

Both formats aim to apply motion smoothing when it benefits fast-moving action, such as sports, while steering clear of the unsettling "soap opera" effect on films and TV shows. The real effectiveness remains to be seen in practice. According to the HDR10 Plus Advanced FAQ, the metadata tags can categorize content by genre (Movie, Sports, Animation, News, or General) and include details like lighting, motion, and perspective, giving the TV more context for processing.