Samsung Electronics has announced a strategic collaboration with Prime Video to introduce HDR10+ ADVANCED streaming, set to be globally available on supported titles by August 2026. This new generation of High Dynamic Range (HDR) technology will debut on Samsung’s 2026 television models, offering enhanced picture quality and viewing experiences.
Advancements in HDR Technology
HDR10+ ADVANCED, the latest iteration of the HDR10+ standard, capitalizes on the capabilities of modern television technology, including larger screen sizes, superior peak brightness, enhanced color depth, and advanced processing power. This standard aims to maintain the creator’s intended visual experience while delivering a more dynamic and lifelike picture quality.
Key Features
- Enhanced Overall Brightness: Utilizes extended statistical metadata to fully leverage the brightness capabilities of premium TVs, offering more precise HDR across the spectrum.
- Intelligent Motion Smoothing: Employs scene-by-scene metadata to dynamically adjust motion processing, preserving the cinematic essence in films and ensuring smooth motion in fast-paced content like sports and action scenes.
According to Taeyong Son, Executive Vice President of Visual Display Business at Samsung Electronics, this collaboration with Prime Video represents a significant step in enhancing home entertainment experiences globally.
Prime Video’s Commitment to Enhanced Viewing
BA Winston, Vice President of Technology at Prime Video, emphasized the platform’s dedication to offering superior viewing experiences, noting that HDR10+ ADVANCED is a pivotal advancement for customers. This collaboration marks a continuation of Prime Video’s pioneering efforts that began with the initial HDR10+ launch in December 2017.
Market Growth and Future Integration
Since its inception, the HDR10+ standard has seen significant adoption, with 183 companies and over 22,000 certified products now supporting the technology. Samsung’s integration of HDR10+ ADVANCED into its 2026 product lineup signals a continuation of its 20-year leadership in the global TV market and its commitment to pushing display technology boundaries.
For further information, visit Samsung’s official site or the HDR10+ ADVANCED site.
About HDR10+ Technologies, LLC
HDR10+ Technologies, LLC, co-founded by Samsung Electronics and Panasonic, develops and governs the HDR10+ standards, offering an open, royalty-free dynamic HDR solution with a wide range of industry adoption.