Samsung TVs Gain HDR10+ Advanced Support for Prime Video

Samsung is rolling out HDR10+ Advanced, an upgraded version of its High Dynamic Range (HDR) picture technology, to its 2026 television lineup this month. This enhancement will initially benefit users streaming supported content on Amazon Prime Video, promising a more vibrant and detailed viewing experience. The company, a co-developer of the HDR10+ standard, first announced the advanced format in November 2025 and showcased its capabilities on its newest TVs at CES in January 2026.

HDR10+ Advanced introduces two key features designed to elevate picture quality. The first is Enhanced Overall Brightness, which leverages advanced statistical metadata to maximize the brightness potential of modern displays. This allows for a wider range of brightness and more accurate HDR reproduction across the entire tonal spectrum. The goal is to make HDR content appear more lifelike, with deeper blacks and more brilliant highlights.

AI-Powered Visual Enhancements

Complementing the brightness improvements, HDR10+ Advanced incorporates AI-powered tone mapping. This intelligent processing aims to refine how images are displayed, particularly in challenging scenes. For viewers watching darker content, such as thrillers or dramas with dimly lit settings, the AI helps to reveal subtle details in shadows that might otherwise be lost. Conversely, for fast-paced content like action movies or live sports, the technology works to deliver heightened brightness, ensuring that quick movements and vibrant action remain clear and impactful.

This move signifies Samsung's continued commitment to pushing the boundaries of visual fidelity in consumer electronics. The HDR10+ format itself was developed as an open-source alternative to Dolby Vision, aiming to provide high-quality HDR without requiring licensing fees for content creators and hardware manufacturers. The introduction of HDR10+ Advanced builds upon this foundation, integrating cutting-edge processing techniques to further refine the viewing experience. The partnership with Amazon Prime Video for this initial rollout highlights the growing importance of streaming services in adopting and popularizing new display technologies.

The visual improvements offered by HDR10+ Advanced are particularly relevant in 2026 as 4K and even 8K television adoption continues to grow. As screen resolutions increase and displays become more capable, advanced HDR formats are crucial for realizing the full potential of the content being watched. This technology ensures that the increased pixel count is matched by enhanced color, contrast, and brightness, leading to a more immersive cinematic experience at home. Samsung's integration of AI in its HDR processing also points to a broader trend in the tech industry, where artificial intelligence is increasingly being used to optimize performance and user experience across a wide range of devices.