Samsung has launched its HDR10+ Advanced format on Amazon Prime Video, marking a major escalation in the industry’s high-dynamic-range standards war. Available this month on 2026 Samsung TVs, the technology introduces AI-driven tone mapping and enhanced motion processing to compete directly with the rival Dolby Vision 2 platform.
HDR10+ Advanced Features and Hardware Rollout
Samsung is positioning HDR10+ Advanced as a cornerstone of its 2026 television strategy. The format, which functions as an evolution of the existing HDR10+ standard, is designed to provide more granular control over image quality through extended metadata. According to company specifications, the technology is currently rolling out across a broad range of premium 2026 models, including its Neo QLED, Micro RGB, and OLED televisions.
Technical enhancements within the format focus on three primary areas: brightness, motion, and gaming performance. The system utilizes AI-driven tone mapping to preserve shadow detail in dark scenes while simultaneously boosting overall brightness. To address motion, Samsung has integrated an Intelligent Motion Smoothing system that uses scene-by-scene metadata to adjust processing. The company claims this approach aims to deliver smoother sports and fast-moving content without sacrificing the cinematic aesthetic typically sought in films and television.
The rollout is already visible to consumers in the Australian market, where Samsung has confirmed the format is pre-installed on its 2026 lineup. Specific models supporting the feature include the QN990H, R95H, S95H, S90H, R850H, S85H, LS03HW, LS03H, and QN80H.
Streaming Content and the Format Ecosystem
Amazon Prime Video has been confirmed as the primary launch partner for the new format. Prime Video, which has supported the original HDR10+ standard since 2017, began making HDR10+ Advanced content available through its application this month. While Samsung and Amazon have yet to release a comprehensive catalog of titles, the move represents a significant expansion of the royalty-free HDR10+ ecosystem.
This expansion is part of a wider effort by Samsung to maintain its standard against rising competition. The company has been steadily building support for its technology across various hardware categories, including monitors and streaming applications. Notably, Netflix also began supporting the original HDR10+ format on Samsung TVs in 2025, further embedding the company’s ecosystem into the streaming landscape.
Industry Competition with Dolby Vision 2
The debut of HDR10+ Advanced arrives as a direct counter to the release of Dolby Vision 2. The two formats are currently vying for dominance in the premium television market, with manufacturers aligning behind different standards. While Samsung continues to champion its royalty-free ecosystem, other major manufacturers—including Hisense, TCL, and Philips—have opted to support the Dolby platform.
The competitive landscape is currently defined by a race to secure both hardware adoption and content availability. Samsung’s announcement highlights a distinct tactical advantage: it has successfully brought its format to streaming content ahead of its rival. While Dolby Vision 2 has begun appearing on selected Hisense 2026 models, the platform currently lacks supporting content.
As the rollout continues through the remainder of the year, the primary uncertainty remains the breadth of the content library. Neither Amazon nor Samsung has detailed how quickly the HDR10+ Advanced catalog will expand beyond the initial launch titles. For consumers, the full benefit of the new format remains tied to a specific hardware requirement, meaning the “format war” will likely be decided by which standard attracts the most consistent support from major film studios and streaming service providers.
