Samsung and Prime Video to Debut HDR10+ ADVANCED Streaming in 2026
The new open-standard HDR technology aims to challenge Dolby Vision 2 with enhanced brightness and motion processing.
Samsung Electronics and Prime Video are partnering to launch the first global streaming implementation of HDR10+ ADVANCED. The next-generation high dynamic range standard is expected to debut in 2026, specifically targeting Samsung's 2026 television lineup.
The new standard introduces two primary technical upgrades: Enhanced Overall Brightness and Intelligent FRC (Frame Rate Conversion), also referred to as motion smoothing. These features utilize extended statistical and scene-by-scene metadata to optimize picture quality and motion processing for streaming content. Prime Video will serve as the first major streaming service to support the technology globally.
The Battle for Open Standards
This launch is the latest evolution of a partnership between Samsung and Prime Video that dates back to December 2017, when the streaming platform first adopted the original HDR10+ standard. HDR10+ Technologies, LLC was co-founded by Samsung and Panasonic as an open, royalty-free alternative to proprietary HDR formats.
The move to the "ADVANCED" specification is designed to capitalize on the hardware capabilities of modern premium displays. As high-end TVs increasingly feature larger screens, significantly higher peak brightness, and more powerful processing chips, the industry requires more dynamic metadata to ensure content is displayed accurately across different hardware tiers.
Industry Implications
By securing a major platform like Prime Video, Samsung is positioning HDR10+ ADVANCED as a direct competitor to Dolby Vision 2. The strategy is to establish an open ecosystem that avoids the licensing fees associated with proprietary systems, potentially shifting how high-end HDR content is delivered and consumed across the broader streaming industry.
If the open standard gains sufficient traction among streaming giants and hardware manufacturers, it could reduce the industry's reliance on closed-source formats and lower the barrier for other manufacturers to implement top-tier HDR capabilities.
What to Watch
Industry observers will be monitoring the actual rollout in 2026 to see if other major streaming platforms follow Prime Video's lead. While the technical specifications promise a more dynamic viewing experience, the ultimate success of HDR10+ ADVANCED depends on widespread adoption by both content creators and hardware vendors to ensure a consistent experience across different brands of televisions.