What is HDR10+ ADVANCED?

It is the newest version of the royalty-free HDR10+ format co-developed by Samsung and Panasonic. On top of the scene-by-scene brightness metadata that standard HDR10+ already sends, it adds Enhanced Overall Brightness, which uses extended statistical metadata and AI tone mapping, and Intelligent Motion Smoothing, which lets the content tell the TV how much motion processing to apply in each scene.

Which TVs support HDR10+ ADVANCED on Prime Video?

At launch, only Samsung televisions from the 2026 lineup. Samsung has not published a list of qualifying model numbers, and reporting around the announcement points to the higher-end 2026 sets rather than the entire range. Support for further products is promised but not dated.

When does HDR10+ ADVANCED streaming start?

Selected titles begin streaming in the format in late August 2026. The rollout is described as global for supported content, so there is no country restriction on the Prime Video side — the limit is which television you own.

Is HDR10+ ADVANCED better than Dolby Vision?

There is no independent side-by-side comparison yet, because no one outside Samsung and Amazon has tested the format on real content. The clearest practical difference is licensing: HDR10+ is royalty-free for manufacturers and studios, while Dolby Vision is licensed, which is why Samsung has never shipped Dolby Vision on its TVs.

Will older Samsung TVs get HDR10+ ADVANCED?

Samsung has not said. The announcement covers the 2026 lineup only and refers vaguely to future products, with no mention of 2025 or earlier sets. Since the format relies on new metadata handling and AI tone mapping in the picture engine, older hardware may not be able to support it at all.

Prime Video Gets HDR10+ ADVANCED First, on Samsung 2026 TVs

What HDR10+ ADVANCED actually adds

Ordinary HDR10+ already sends scene-by-scene brightness metadata to a TV so it can tone-map each shot rather than the whole film at once. ADVANCED extends that idea in two directions, and both are new to streaming rather than to the format itself.

Enhanced Overall Brightness — a richer set of statistical metadata about each scene, paired with AI-driven tone mapping in the TV. The stated goal is to use more of a modern panel's peak brightness without clipping highlights, while holding on to shadow detail in dark scenes.

Intelligent Motion Smoothing — motion instructions carried in the stream itself, so the display can vary how much motion processing it applies from scene to scene. In practice that means leaving the 24fps film look alone during dialogue and stepping in for fast sport or action sequences.

The second one is the more unusual change. Motion interpolation has always been a setting a viewer either lives with or switches off entirely, and the "soap opera effect" complaint comes from applying it uniformly. Handing per-scene control to the content is a different approach, though nobody outside the two companies has seen it running yet.

Who can actually watch it

This is where expectations need managing. The rollout is described as global for supported titles, so there is no country restriction on the content side. The restriction is the hardware: playback is limited to Samsung TVs from the 2026 range at launch, with support for further products promised as the ecosystem grows.

Several things were deliberately left unsaid in the announcement, and it is worth being straight about them:

No list of which 2026 models qualify. Reporting around the announcement suggests the higher-end sets rather than every 2026 TV, but Samsung has not published model numbers.
No list of launch titles. "Select movies and shows" is as specific as it gets for now.
No word on whether qualifying sets need a firmware update, or whether the decoding is already in the shipping software.
Nothing about 2025 or older Samsung TVs, which is the answer most existing owners are waiting for.

If you own a 2026 Samsung set, the practical check once titles go live is the format badge Prime Video shows on a title's detail page, alongside the picture-mode indicator on the TV itself. Until late August there is nothing to test.

Why Samsung is pushing this now

HDR10+ exists because Samsung and Panasonic wanted an HDR standard with dynamic metadata that manufacturers and studios could use without paying licence fees, unlike Dolby Vision. The ecosystem has grown to 183 adopting companies and more than 22,000 certified products since then, and Prime Video has carried standard HDR10+ since December 2017 — the longest-running partnership of its kind.

The timing matters because Dolby has its own next-generation push underway, and being first to ship an upgraded format on a service with Prime Video's reach is a straightforward competitive answer. Samsung's executive vice president Taeyong Son framed the launch as bringing HDR10+ ADVANCED "to home entertainment systems for the first time", while Prime Video's vice president BA Winston called the format "a meaningful step forward" for viewers.

For anyone shopping, the sensible reading is that this is a reason to prefer a 2026 Samsung set only if you already wanted one. A format with no published title list and one supported hardware family is not yet a buying argument — the interesting moment comes when other TV brands and other streaming services pick it up.

Samsung's television business is one part of a company whose phone division has been under real financial pressure this year, as we covered when its mobile arm posted its first operating loss. Streaming bundles have been shifting fast too, from Peacock arriving inside YouTube Premium to the wider reshuffling of what each subscription includes.