{"id":86990,"date":"2026-08-04T08:00:56","date_gmt":"2026-08-04T12:00:56","guid":{"rendered":"https:\/\/news.samsung.com\/us\/?p=86990"},"modified":"2026-08-04T11:37:10","modified_gmt":"2026-08-04T15:37:10","slug":"samsung-launches-worlds-first-hdr10-advanced-streaming-experience-on-prime-video","status":"publish","type":"post","link":"https:\/\/news.samsung.com\/us\/samsung-launches-worlds-first-hdr10-advanced-streaming-experience-prime-video\/","title":{"rendered":"Samsung Launches World\u2019s First HDR10+ ADVANCED Streaming Experience on Prime Video"},"content":{"rendered":"

Samsung<\/a> today announced that Prime Video will be the first streaming service to offer HDR10+ ADVANCED<\/strong>1<\/sup><\/a> on supported titles globally beginning August 2026, with the service being first available on select Samsung 2026 TV lineup<\/a>. The next-generation High Dynamic Range (HDR) standard \u2014 designed to deliver brighter, more immersive picture quality for supported movies and shows \u2014 brings the benefits of Enhanced Overall Brightness and Intelligent Motion Smoothing to streaming viewers for the first time.<\/p>\n

\u201cAs home viewing options become more diverse, users are prioritizing elite viewing standards and greater levels of immersion,\u201d said Taeyong Son, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. \u201cBy 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.\u201d<\/p>\n

HDR10+ ADVANCED is the next evolution of the HDR10+ standard and is specifically designed to empower today’s most advanced televisions<\/a> \u2014 which have achieved ever larger screen sizes, higher peak brightness, greater color depth and increased processing power \u2014 while satisfying the requirements of leading content distribution services. The standard preserves the creator’s intent across compatible displays while delivering a more dynamic, lifelike viewing experience for supported content.<\/p>\n

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It also introduces two powerful capabilities for customers. Enhanced Overall Brightness uses extended statistical metadata to make fuller use of today’s premium TV brightness capabilities, delivering brighter, more precise HDR across the full tonal range. Additionally, AI-driven tone mapping preserves shadow detail in darker scenes and delivers the heightened brightness that sports and action content demands.<\/p>\n

Meanwhile, Intelligent Motion Smoothing utilizes scene-by-scene metadata to allow compatible displays to dynamically adjust motion processing \u2014 preserving the cinematic feel of film content while delivering smooth, natural motion for sports, action and other fast-moving scenes.<\/p>\n

“At Prime Video, we’re dedicated to providing the best possible viewing experience, and HDR10+ ADVANCED represents a meaningful step forward for our customers,” said BA Winston, Vice President of Technology at Prime Video. “With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene, and we\u2019re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices.”<\/p>\n

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The collaboration builds on the successful launch of HDR10+ on Prime Video in December 2017, when Prime Video became the first streaming service provider to offer HDR10+ to customers. The launch made Prime Video\u2019s entire HDR library available in HDR10+ on Samsung\u2019s 2017 UHD TV lineup, using dynamic metadata to deliver enhanced contrast and color. Since that launch, the HDR10+ standard has grown to encompass 183 adopter companies and more than 22,000 certified products.<\/p>\n

HDR10+ ADVANCED will be integrated into the Samsung product lineup starting with select 2026 TV models, with support planned for future products as the HDR10+ ecosystem continues to grow. The rollout builds on Samsung\u2019s 20-year leadership in the global TV market, reflecting the company\u2019s continued commitment to advancing display technology and bringing premium viewing experiences to consumers worldwide.2<\/sup><\/a><\/p>\n

For more information on Samsung TVs, please visit www.samsung.com<\/a>. For more information about HDR10+ ADVANCED, please visit hdr10plus.org\/advanced<\/a>.<\/p>\n\n\t\t<\/div>\n\t\t<\/div>\n\t\t

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1<\/a> HDR10+ ADVANCED is not supported when Filmmaker Mode is enabled. HDR 10+ ADVANCED is available on select premium TV models. See Samsung.com for details.<\/h6>\n
2<\/a> Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. Results are not an endorsement of Samsung.<\/h6>\n","protected":false},"excerpt":{"rendered":"

New Standard Brings Enhanced Overall Brightness and Intelligent Motion Smoothing to Prime Video customers on Samsung 2026 TV lineup<\/p>\n","protected":false},"author":92,"featured_media":87038,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29727,29718],"tags":[29701,16225,30023],"blue-badge":[],"class_list":["post-86990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-home-entertainment","category-product","tag-hdr10","tag-innovation","tag-samsung-smart-tv"],"acf":{"turn_off_retargeting":false},"fimg_mobile_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2026\/08\/03220719\/on_scrren_2026_Neo-QLED_QN70H_FRONT_WALL_TV-Plus-600x600.jpg","fimg_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2026\/08\/03220719\/on_scrren_2026_Neo-QLED_QN70H_FRONT_WALL_TV-Plus-424x283.jpg","primary_category":{"term_id":29727,"name":"Home Entertainment","slug":"product-home-entertainment","term_group":0,"term_taxonomy_id":29727,"taxonomy":"category","description":"","parent":29718,"count":345,"filter":"raw","term_link":"https:\/\/news.samsung.com\/us\/category\/product\/product-home-entertainment\/","term_path":"product\/product-home-entertainment"},"badge":false,"_links":{"self":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts\/86990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/users\/92"}],"replies":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/comments?post=86990"}],"version-history":[{"count":9,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts\/86990\/revisions"}],"predecessor-version":[{"id":87051,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts\/86990\/revisions\/87051"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/media\/87038"}],"wp:attachment":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/media?parent=86990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/categories?post=86990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/tags?post=86990"},{"taxonomy":"blue-badge","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/blue-badge?post=86990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}