Samsung is beginning the rollout of HDR10+ Advanced, the latest version of its HDR video standard. This new feature is bringing new picture enhancements to supported content on Prime Video later this month.
The feature will initially be available on Samsung’s 2026 TV lineup, marking the first commercial deployment of the updated format. This comes after it was unveiled last November and demonstrated at CES earlier this year.
HDR10+ Advanced builds on the existing HDR10+ standard with two headline upgrades designed to improve picture quality across supported films and TV shows.
The first is Enhanced Overall Brightness, which uses what Samsung calls extended statistical metadata to make better use of modern TV panels. According to the company, this enables brighter HDR performance across the full tonal range while preserving detail in both highlights and darker scenes. Samsung says the technology is paired with AI-powered tone mapping, allowing compatible TVs to reveal more shadow detail without sacrificing overall brightness.
That could prove particularly useful in fast-moving action films or live sports where bright highlights and darker backgrounds often appear in the same scene.
The second major addition is Intelligent Motion Smoothing. Unlike traditional motion processing, which applies the same settings across all content, Samsung says HDR10+ Advanced uses scene-by-scene metadata. It dynamically adjusts motion handling based on what’s being displayed.
In theory, that should help reduce blur during fast-paced scenes while avoiding unnecessary processing elsewhere. Motion smoothing remains a divisive feature among home cinema enthusiasts. However, Samsung is positioning its new system as a more intelligent, content-aware approach.
The rollout also represents another step in Samsung’s continued investment in HDR10+, the open HDR format it co-developed as an alternative to Dolby Vision. While support has steadily grown across streaming platforms and hardware, the addition of HDR10+ Advanced introduces new capabilities that go beyond standard HDR metadata.
For now, the feature will be limited to supported Prime Video content on Samsung’s 2026 televisions, with availability beginning later this month.
Samsung hasn’t yet confirmed whether HDR10+ Advanced will expand to additional streaming services or older TV models in the future. However, the rollout suggests the company is continuing to evolve its HDR platform with software-led picture improvements rather than relying solely on new display hardware.
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