Amazon Prime Video brings HDR10+ ADVANCED streaming to Samsung TVs

Amazon Prime Video has announced that it will bring HDR10+ ADVANCED content to its app on compatible Samsung TVs. It is Samsung's open, royalty-free alternative to Dolby Vision 2, and it was announced last year.

Select high-end Samsung TVs launched this year support HDR10+ ADVANCED and will be able to stream such content from Amazon Prime Video. The two companies say HDR10+ ADVANCED content will be available globally for select titles starting in August 2026.

However, they haven't yet revealed the movies or TV series that will be streamed in this new HDR format.

HDR10+ ADVANCED is an evolution of HDR10+ that Panasonic and Samsung co-developed in 2017. It is designed for modern high-brightness, high-performance TVs, offering higher brightness, a broader range of colors, and intelligent motion smoothing.

It also aims to preserve creators' intent across different types of content and displays. HDR10+ ADVANCED uses AI to retain detail in shadows and highlights.

Prime Video was also the first video streaming service to adopt the HDR10+ standard nearly 10 years ago.

Taeyong Son, Executive Vice President of Samsung Electronics' Visual Display (VD) Business, said, “As home viewing options become more diverse, users are prioritizing elite viewing standards and greater levels of immersion. By collaborating with Prime Video, we are bringing HDR10+ Advanced to home entertainment systems for the first time and elevating the home viewing experience around the world.“