Samsung has announced that Prime Video will be the first streaming service to offer HDR10+ ADVANCED standard on supported titles globally beginning August 2026, with the feature first available on Samsung’s 2026 TV lineup. The Korean electronics giant is the primary developer of HDR10+ standard, a derivative of the original HDR10 standard.
HDR10+ ADVANCED Introduces Enhanced Brightness And Motion Smoothing
Per Samsung, HDR10+ ADVANCED is designed for today’s televisions while meeting requirements set by content distribution services. The standard is intended to preserve the creator’s original intent across compatible displays “while delivering a more dynamic, lifelike viewing experience for supported content.”
The standard introduces two main capabilities. Enhanced Overall Brightness uses extended statistical metadata to make fuller use of premium TV brightness capabilities, delivering more precise HDR across the tonal range, supported by AI-driven tone mapping designed to preserve shadow detail in darker scenes while enhancing brightness for sports and action content.
Intelligent Motion Smoothing, meanwhile, uses scene-by-scene metadata to allow compatible displays to adjust motion processing, aiming to preserve the cinematic feel of film content while delivering smoother motion for sports and action scenes.
Fun fact – the original HDR10+ standard also launched on Prime Video back in December 2017, when Prime Video became the first streaming service to offer HDR10+, using dynamic metadata to enhance contrast and color on Samsung’s 2017 UHD TV lineup. Since then, the HDR10+ standard has grown to include 183 adopter companies and more than 22,000 certified products.
Pokdepinion: I thought motion smoothing is already an unpopular feature among film-watchers – surely adding this into the new standard isn’t going to backfire?
