Samsung's next-gen HDR10+ Advanced is launching on Prime Video this month — surprisingly beating Dolby Vision 2 to the punch, though with some huge unanswered questions remaining

What can we watch? We don't know! When can we watch it? We're not sure!

by · TechRadar

News By Carrie Marshall Published 4 August 2026

(Image credit: Samsung)

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  • HDR10+ Advanced will be available on 2026 Samsung TVs models from August 2026, with Prime Video as the launch streaming partner
  • Designed to make the most of today's best TVs, offering improved HDR reproduction and 'Intelligent Motion Smoothing' that only applies when it's needed
  • HDR10+ is a direct rival to Dolby Vision 2, which includes some of the same features and is also scheduled to launch in 2026, but won't work on Samsung TVs

Samsung has announced the launch of HDR10+ Advanced on Prime Video beginning this month, August 2026 — but it hasn't told us exactly which TVs it's coming to, or what you'll be able to watch in the format. We've asked Samsung for details and we'll update this when we hear back.

HDR10+ Advanced is the next generation of HDR10+, and it's designed to take advantage of the huge processing power of today's best TVs to improve HDR recreation and motion handling, among other elements. It's a direct rival to Dolby Vision 2, and it was announced in November 2025.

Samsung says that "HDR10+ Advanced will be integrated into Samsung’s product lineup starting with 2026 TV models, with support planned for future products as the HDR10+ ecosystem continues to grow."

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In summary, then: HDR10+ Adaptive is coming at some point this month to some unspecified Prime Video content to watch on some unspecified new Samsung TVs. But while we'd like some more details, the launch is still very interesting.

HDR10+ Advanced is a direct rival to Dolby Vision 2, launching later this year on Peacock and Hisense TVs initially (and TCL TVs later) (Image credit: Future)

1, 2, 3, 4, we declare a format war

As predicted, HDR10+ Advanced has reached the market first: Dolby Vision 2 was announced earlier, in September 2025, but while Peacock has promised to be the first streaming service with Dolby Vision 2 in 2026, there's no launch date as yet.

There were six key upgrades announced for HDR10+ Advanced: HDR10+ Bright, HDR10+ Genre, HDR10+ Intelligent FRC, HDR10+ Intelligent Gaming, HDR10+ Local Tone-Mapping and Advanced Color Control.

Bright, which Samsung now calls Enhanced Overall Brightness, is designed to make HDR look richer on today's brighter TVs, as movies tend to be mastered for 1,000 nit TVs for home release — way below what most of today's TVs can deliver. Enhanced Overall Brightness enables creators to deliver a more consistent experience across TVs capable of much higher brightness levels.

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