Prime Video Leads with HDR10+ Advanced on Samsung TVs

Not every HDR update feels like a real step forward. This one does.

Amazon's Prime Video will start streaming titles in Samsung's HDR10+ Advanced format globally later this month, but there is a catch: you need a Samsung TV from the 2026 lineup to see the difference. The new format is an evolutionary jump from HDR10+, built to squeeze more value out of the brighter, higher-contrast displays manufacturers are shipping today.

At its core, HDR10+ Advanced leans on richer metadata. Think of it as giving the picture a smarter set of instructions about how to treat every scene. Extended statistical metadata enables what Samsung calls Enhanced Overall Brightness. The net effect: highlights that pop without blowing out detail, and a fuller tone across the image that better matches what premium panels can achieve.

How do dark scenes retain nuance when peak brightness climbs? AI-driven tone mapping plays a role. Instead of simply lifting shadows and risking flatness, the format applies scene-aware processing to preserve shadow detail while dialing in the extra punch that fast-paced sports and action sequences demand. It’s not blunt brightness, it’s targeted brightness.

Motion gets attention too. HDR10+ Advanced introduces Intelligent Motion Smoothing, which uses scene-by-scene metadata to nudge a display’s motion handling dynamically. The aim is delicate: keep the cinematic cadence of film content intact while delivering the kind of smoothness viewers expect for sporting events and high-speed action.

Prime Video’s early support shouldn’t shock anyone. The streamer was among the first to back HDR10+ when Samsung pushed the standard in late 2017, and this time the partnership puts Prime Video at the front of a format push that targets next-generation hardware capabilities.

If you own a 2026 Samsung TV, expect to judge the impact for yourself when compatible titles start rolling out later this month.

Curious which shows and matches will land in HDR10+ Advanced? Keep an eye on Prime Video updates and Samsung's content list as the rollout begins.