Samsung brings HDR10+ ADVANCED to 2026 TVs

Samsung said on August 4 that Prime Video will be the first streaming service to offer HDR10+ ADVANCED on supported titles globally beginning in August 2026, with the feature arriving first on select 2026 Samsung TVs. The company described HDR10+ ADVANCED as a next-generation version of HDR10+ designed to deliver brighter images and more motion control for compatible movies and shows. HDR10+ Technologies, the licensing group behind the format, says the standard adds new metadata tools beyond the scene-by-scene adjustments used in standard HDR10+. ### So what is Samsung actually launching here? Samsung’s August 4 announcement was not a new TV line reveal on its own; it was a format-and-service rollout tied to the company’s 2026 televisions. The company said Prime Video will be the first streaming platform to carry HDR10+ ADVANCED titles, and that Samsung’s 2026 lineup will be the first hardware platform to show them. (news.samsung.com) VideoCardz reported on August 5 that Samsung had become the first TV maker to launch HDR10+ ADVANCED, citing the company’s confirmation that its 2026 TVs will be the first consumer models to support the format. Independent trade reports from Advanced Television and Broadband TV News matched that timeline and said availability would begin this month. (news.samsung.com) ### How is HDR10+ ADVANCED different from ordinary HDR10+? HDR10+ Technologies says standard HDR10+ already uses dynamic metadata to adjust brightness and contrast scene by scene, while HDR10+ ADVANCED adds local tone mapping, intelligent motion smoothing, genre-based optimization and extended brightness control. In practice, that means the display can receive more detailed instructions about how to handle different parts of the frame, fast motion and different categories of content. (videocardz.com) The HDR10+ ADVANCED FAQ says local tone mapping allows content providers to define specific regions of the image where tone mapping should be applied differently from the rest of the frame. The same FAQ says the added motion metadata lets compatible displays dynamically adjust smoothing to reduce visible judder in a scene. ### What do “brightness metadata” and “local tone mapping” mean on screen? (hdr10plus.org) HDR10+ Technologies says the new format’s extended brightness controls are meant to preserve more detail in both highlights and shadows. The group’s white paper says local tone mapping can target circular, elliptical or rectangular areas of the picture so a bright light source and a dark background can be processed differently at the same time. Samsung’s press release described the consumer-facing result more simply: “Enhanced Overall Brightness” and “Intelligent Motion Smoothing” for supported Prime Video content. Trade coverage from TV Technology and Engadget used similar language, focusing on brighter scenes and improved motion handling on compatible 2026 Samsung sets. (hdr10plus.org) ### Does this work on every TV and every streaming show? Samsung said the rollout starts on select 2026 Samsung TVs, not all televisions broadly, and only on supported Prime Video titles. The company did not, in the announcement surfaced here, publish a complete public list of eligible models or titles. (news.samsung.com) Prime Video is the first named launch partner, according to Samsung and HDR10+ Technologies. That means the format’s practical impact at launch depends on two moving pieces: which 2026 Samsung models get support and how many Prime Video titles are encoded for HDR10+ ADVANCED. (news.samsung.com) ### Why is Prime Video the first service named? Samsung said Prime Video will be the first streaming service to offer the format globally beginning in August 2026. The announcement did not name other services or give a schedule for wider adoption, but it positioned Prime Video as the first commercial rollout for HDR10+ ADVANCED streaming. (news.samsung.com) Taeyong Son, executive vice president of Samsung Electronics’ Visual Display business, said in the company release that viewers are seeking “elite viewing standards and greater levels of immersion.” That characterization came from Samsung’s announcement of the launch with Prime Video, not from an outside analyst. (news.samsung.com) ### What happens next, and where will people first see it? August 2026 is the next concrete milestone Samsung has given. The company said supported HDR10+ ADVANCED titles on Prime Video will begin rolling out globally this month, first on select Samsung 2026 TVs. HDR10+ Technologies’ press materials and Samsung’s newsroom posts are the main public sources for additional model and content details as that rollout proceeds. (news.samsung.com)