Samsung to launch HDR10+ Advanced on 2026 TVs with Prime Video this month
Samsung is rolling out HDR10+ Advanced to its 2026 televisions this month, starting with supported Prime Video content. The updated format introduces new brightness and motion-smoothing capabilities.
Samsung has announced that it will begin rolling out HDR10+ Advanced, the latest version of the HDR10+ image quality format that it co-developed, starting this month. The initial deployment will be available on its 2026 TVs for supported shows and movies on Prime Video.
The company first unveiled HDR10+ Advanced last November, and later demonstrated the technology on its newest television lineup at CES in January. Now that the first rollout is starting, Samsung has highlighted two main features of the update.
The first feature, called Enhanced Overall Brightness, uses what Samsung describes as "extended statistical metadata" to better exploit the brightness capabilities of modern displays. According to the company, this results in "brighter, more precise HDR across the full tonal range." The format also includes AI-powered tone mapping, which is designed to improve visibility of shadow details in darker scenes while enhancing brightness in content such as action movies and sports.
The second key feature is Intelligent Motion Smoothing. Samsung says this technology relies on "scene-by-scene metadata" to let compatible displays dynamically adjust motion processing. This means the TV can adapt how it handles movement depending on the scene being shown.
With this rollout, Samsung aims to make use of the improved capabilities of its latest TV hardware for streaming content on Prime Video.
