Samsung 2026 TVs like this S95H (S99H in Europe) are equipped for the second generation of HDR10+, called HDR10+ Advanced.
Photo: Samsung
Samsung has revealed that the first content to use the latest generation of the HDR10+ high dynamic range TV and projector picture format, HDR10+ Advanced, is set to roll out to consumers by the end of this month (August 2026). Samsung’s 2026 TV range already has the hardware side of the HDR10+ Advanced equation covered, but Samsung’s new announcement confirms that TV shows and movies created in HDR10+ Advanced are going to be available by the end of August from no less a content provider than Amazon Prime Video.
The original 2017-launched HDR10+ system, if you’re not familiar with it, includes extra scene by scene metadata in the video stream that compatible TVs and projectors can use to produce more accurate and dynamic HDR images. The new HDR10+ Advanced take on the system, though, adds no less than six new elements, some of which promise to make really quite a substantial difference to HDR picture quality.
I’ve covered HDR10+ Advanced’s enhancements in detail in this previous article, but briefly they are as follows:
HDR10+ Bright – extra metadata added at source helps compatible displays better render the image’s tonalities, resulting in consistently more brightness. Genre-based Optimization (HDR10+ Genre) – Lets content creators specify a particular genre for their content, so that detailed classifications can be added to the video feed.Intelligent Motion Smoothing – Lets content creators set the frame rate effect of each scene.Adaptive Cloud Gaming Mode (HDR10+ intelligent Gaming) – Requires that the tone mapping of cloud-based games adapts in real time to changes in ambient light conditions.Detailed local tone mapping (HDR10+ Local Tone-Mapping) – Breaks images down into a much higher number of separate analysis zones, enabling more precise control over the image’s brightness on compatible displays.Advanced Color Control – Allows content creators to deliver more precise color data to compatible TVs.
There aren’t any details in Samsung’s update on HDR10+ Advanced coming to Prime Video about which titles might be the first to get the HDR10+ Advanced upgrade – or whether the upgrade will be applied in some sort of automated fashion to many of Prime Video’s existing HDR10+ streaming titles from day one.
Every new format needs a nice new logo…
Photo: Samsung
Vice President of Technology at Prime Video, BA Winston, though, has commented on the launch of the new improved HDR format: “At Prime Video, we’re dedicated to providing the best possible viewing experience and HDR10+ Advanced represents a meaningful step forward for our customers. With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene and we’re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices.”
Taeyong Son, meanwhile, Samsung’s Executive Vice President of Visual Display Business, says this of HDR10+ Advanced’s arrival on the AV scene: “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, we are elevating the home viewing experience all over the world.”
Confirmation of HDR10+ Advanced’s arrival has come in the same week that Dolby has announced the arrival on Hisense TVs of the second generation of its Dolby Vision premium HDR system, reminding us of the keen rivalry currently driving home video standards forwards.
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