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Introduction: A New Battle for the Ultimate Picture Quality
The competition for the future of premium home entertainment is entering a new stage. For years, television manufacturers and streaming platforms have fought to deliver more realistic images, deeper contrast, brighter highlights, and richer colors. Now, Samsung and Amazon Prime Video are pushing that competition forward by introducing HDR10+ ADVANCED support, a next-generation visual technology designed to challenge established formats such as Dolby Vision.
The partnership marks a significant moment for Samsung’s display ecosystem. Select high-end Samsung televisions launched in 2026 will soon be able to stream HDR10+ ADVANCED content through Amazon Prime Video, giving viewers access to a more immersive cinematic experience directly from their homes.
While the companies have not yet revealed which movies and TV shows will receive the upgraded format, the arrival of HDR10+ ADVANCED represents a major step in the evolution of television technology, where artificial intelligence, advanced display hardware, and creator-focused image processing are becoming central to the viewing experience.
Samsung and Amazon Prime Video Introduce HDR10+ ADVANCED Streaming Support
Samsung and Amazon Prime Video have announced that HDR10+ ADVANCED content will arrive on compatible Samsung smart TVs through the Prime Video application starting in August 2026.
The new format will initially be available on selected premium Samsung televisions released during 2026. The companies confirmed that the rollout will happen globally, although the exact list of supported movies and television series has not yet been disclosed.
This launch makes Amazon Prime Video one of the first major streaming platforms to support Samsung’s newest HDR technology, continuing a partnership that began nearly a decade ago when Prime Video became one of the earliest streaming services to adopt the original HDR10+ standard.
HDR10+ ADVANCED Emerges as Samsung’s Answer to Next-Generation HDR
HDR10+ ADVANCED is an evolution of HDR10+, a technology originally developed by Samsung and Panasonic in 2017. The original HDR10+ standard introduced dynamic metadata, allowing televisions to adjust brightness and contrast scenes individually instead of applying one fixed setting across an entire movie.
The advanced version takes this concept further by targeting modern televisions with higher brightness levels, improved processing power, and wider color capabilities.
Samsung designed HDR10+ ADVANCED for premium displays that can deliver stronger highlights, deeper shadows, and more accurate colors. The goal is to create images that remain closer to the filmmaker’s original vision regardless of different screen sizes and viewing environments.
Artificial Intelligence Becomes a Key Part of Future Television Technology
One of the biggest improvements in HDR10+ ADVANCED is the use of AI-powered image processing.
Modern televisions are becoming increasingly dependent on artificial intelligence to analyze scenes in real time. HDR10+ ADVANCED uses intelligent processing techniques to improve details in dark areas, preserve highlights, and maintain a balanced image during complex scenes.
For example, scenes containing bright sunlight, explosions, city lights, or dark environments can benefit from smarter adjustments that prevent washed-out highlights or lost shadow details.
This approach reflects a wider industry trend where AI is moving beyond smartphones and computers into entertainment hardware, helping televisions automatically optimize content without requiring users to manually adjust settings.
Samsung Expands Its Premium Display Ecosystem
Samsung has spent years building its television business around advanced display technologies, including OLED, Neo QLED, and high-performance processors designed for premium viewing experiences.
The introduction of HDR10+ ADVANCED strengthens Samsung’s strategy of creating a complete entertainment ecosystem where hardware and content work together.
A powerful television alone cannot deliver the best experience without properly optimized content. By working with Amazon Prime Video, Samsung is attempting to solve one of the biggest challenges in the display industry: convincing content providers to support advanced visual standards.
The Competition Against Dolby Vision Becomes Stronger
HDR10+ ADVANCED enters a market where Dolby Vision has already established itself as a popular premium HDR format.
Unlike Dolby Vision, which is controlled through licensing agreements, HDR10+ ADVANCED remains an open-source and royalty-free technology. This approach could make it attractive to manufacturers and content providers looking for alternatives that avoid additional licensing costs.
The competition between HDR10+ ADVANCED and Dolby Vision is not only about technical specifications. It is also about ecosystem control, manufacturer adoption, and long-term industry support.
The winner may ultimately depend on which format receives broader support from television makers, streaming platforms, movie studios, and consumers.
Amazon Prime Video Continues Its Relationship With HDR10+ Technology
Amazon Prime Video has historically supported HDR10+ technology earlier than many competitors.
Nearly ten years ago, Prime Video became one of the first streaming platforms to adopt HDR10+, helping establish the format as a serious alternative in the streaming industry.
The company’s decision to support HDR10+ ADVANCED shows its continued commitment to Samsung’s HDR ecosystem and suggests that future Prime Video productions may increasingly consider advanced HDR formats during content creation.
Samsung Executive Highlights the Future of Immersive Entertainment
Taeyong Son, Executive Vice President of Samsung Electronics’ Visual Display Business, explained that consumers are increasingly demanding higher-quality entertainment experiences.
According to Samsung, viewers are no longer satisfied with simply watching content. They want a more immersive experience that brings movies and shows closer to the quality of professional cinema environments.
The partnership with Amazon Prime Video represents Samsung’s effort to make advanced picture technology more accessible to home users worldwide.
What HDR10+ ADVANCED Means for Everyday Viewers
For ordinary consumers, the arrival of HDR10+ ADVANCED could mean improved picture quality without complicated adjustments.
Viewers with compatible Samsung televisions may experience:
More realistic lighting effects.
Better shadow detail in dark scenes.
More accurate colors.
Improved brightness control.
Enhanced motion processing.
A closer representation of the creator’s original vision.
However, the benefits will depend heavily on content availability. A television supporting HDR10+ ADVANCED cannot display its full potential without movies and shows specifically mastered for the format.
What Undercode Say:
Samsung’s HDR10+ ADVANCED Strategy Shows the Future of Display Wars
Samsung and Amazon Prime Video are not simply launching another HDR update. They are positioning themselves in a larger battle over the future of digital entertainment standards.
HDR technology has become one of the most important factors separating premium televisions from ordinary displays.
The television industry is moving beyond resolution improvements.
4K and 8K displays are already widespread among high-end products.
The next battlefield is image intelligence.
Brightness optimization.
Color accuracy.
AI-powered processing.
Real-time scene analysis.
HDR10+ ADVANCED combines these trends into a single platform.
Samsung understands that owning the television hardware market is no longer enough.
Companies must also influence the content ecosystem.
A television without optimized content is only partially useful.
This is why partnerships with streaming companies are becoming strategically important.
Amazon Prime Video provides Samsung with global distribution.
Samsung provides Amazon with access to millions of advanced displays.
The partnership creates a technology loop where hardware and software improve together.
HDR10+ ADVANCED also represents a philosophical difference compared with closed premium formats.
Samsung is promoting an open and royalty-free approach.
This could attract manufacturers that want fewer licensing restrictions.
However, technical superiority alone does not guarantee success.
History shows that technology standards are often decided by adoption rather than engineering alone.
Blu-ray defeated HD DVD because of industry support.
Streaming platforms changed entertainment because consumers adopted convenience.
HDR10+ ADVANCED will need similar momentum.
The biggest challenge will be content availability.
Consumers will not purchase expensive televisions simply because a format exists.
They need movies, series, and games that demonstrate the difference.
AI processing will likely become the most important feature in future televisions.
Traditional image improvements depend on hardware.
AI allows televisions to continuously analyze and improve content.
This could eventually create displays that automatically understand different genres, environments, and viewer preferences.
Samsung’s move also shows that television companies are becoming technology platforms.
Future TVs are not just screens.
They are AI-powered entertainment computers.
They process images.
They optimize sound.
They connect with smart homes.
They adapt to users.
HDR10+ ADVANCED is another step toward that future.
The battle between Samsung, Dolby, LG, Sony, and other display companies will continue.
Consumers will ultimately benefit because competition forces faster innovation.
The future of home entertainment will not only be about watching higher resolution content.
It will be about experiencing content more realistically than ever before.
Deep Analysis: Testing HDR Capabilities and Display Information With Linux Commands
Checking System Display Information
sudo lshw -C display
This command identifies installed graphics hardware and display controllers.
Checking Monitor Capabilities
xrandr --verbose
This reveals available display modes, HDR-related properties, and supported resolutions.
Checking GPU Information
lspci | grep -i vga
This displays installed graphics processors.
Monitoring GPU Performance
watch -n 1 nvidia-smi
Useful for checking GPU utilization during HDR playback on supported NVIDIA systems.
Checking Video Metadata
ffprobe -show_streams movie_file.mkv
This can reveal HDR metadata, color formats, and video stream information.
Testing HDR Video Support
mpv --vo=gpu-next --target-colorspace-hint=yes video.mkv
This allows advanced users to test HDR playback capabilities.
✅ HDR10+ ADVANCED is an evolution of HDR10+ technology created for advanced displays.
✅ Amazon Prime Video has historically supported HDR10+ and is partnering with Samsung for expanded HDR support.
✅ Selected Samsung TVs launched in 2026 are expected to support HDR10+ ADVANCED streaming.
Prediction
(+1) HDR10+ ADVANCED could become a major competitor in the premium HDR market if Samsung and Amazon successfully expand content support.
More streaming services may adopt open HDR standards to reduce licensing costs.
AI-powered image enhancement will likely become a standard feature in future televisions.
Samsung’s display ecosystem could gain stronger influence through partnerships with global entertainment platforms.
Limited HDR10+ ADVANCED content availability could slow consumer adoption.
Dolby Vision may maintain its advantage because of its existing industry relationships.
Consumers may hesitate to upgrade televisions unless the visual improvements are clearly noticeable.
The Future of Home Entertainment Depends on Smarter Displays
Samsung and Amazon Prime Video’s HDR10+ ADVANCED partnership represents more than a simple picture-quality upgrade. It reflects a larger transformation in entertainment technology where artificial intelligence, open standards, and premium displays are merging.
As televisions become smarter and streaming platforms deliver higher-quality content, the competition for the ultimate viewing experience will continue.
The next generation of home entertainment will not only ask how many pixels a screen has. It will ask how intelligently that screen understands and improves what viewers see.
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