Samsung Becomes First TV Brand to Launch HDR10+ Advanced on 2026 TVs
Samsung is taking a major step forward in premium TV picture quality with the launch of HDR10+ Advanced across its 2026 television lineup. The company is the first TV manufacturer to bring the new format to consumer displays, giving its latest models an upgraded high dynamic range experience designed to improve brightness, contrast, motion handling, and overall image accuracy.
The rollout begins this month, with Amazon’s Prime Video becoming the first streaming platform to support HDR10+ Advanced content worldwide starting in August 2026. That means owners of compatible Samsung TVs will be among the first viewers able to experience movies and shows mastered for the new format.
For now, HDR10+ Advanced support is limited to Samsung’s 2026 TV models carrying the “H” suffix in their names. This includes premium sets such as the S99H, S95H, and MicroRGB R95H. Samsung says future models are expected to support the format as the HDR10+ ecosystem continues to expand.
HDR10+ Advanced is a new tier of the existing HDR10+ standard, which was originally introduced as a royalty-free alternative to Dolby Vision. The updated format builds on the core HDR10+ experience by adding smarter brightness control and improved motion processing, both designed to help modern TVs get more out of HDR content.
One of the biggest upgrades is Enhanced Overall Brightness. This feature uses expanded metadata and AI-powered tone mapping to help compatible TVs increase peak brightness without sacrificing detail in darker parts of the image. In practical terms, bright highlights such as sunlight, reflections, explosions, and glowing lights should appear more intense, while shadows remain clearer and more natural.
Another key feature is Intelligent Motion Smoothing. Instead of applying the same motion processing to everything, the TV can adjust motion handling scene by scene. For films and cinematic content, processing can be reduced to preserve the original movie-like look. For sports, live events, and fast-action scenes, the TV can increase smoothing to create a sharper and more fluid picture.
The timing is notable because the premium HDR market is becoming more competitive. Dolby is also preparing its next-generation Dolby Vision 2 format, setting the stage for a new round of rivalry between HDR technologies. Samsung’s advantage is that HDR10+ Advanced remains royalty-free, meaning manufacturers can adopt it without paying licensing fees.
However, the early rollout is still limited. At launch, Samsung is the only TV brand shipping HDR10+ Advanced-compatible hardware, and Prime Video is the only major streaming service confirmed to offer content in the format. The long-term success of HDR10+ Advanced will depend on how quickly more TV makers, chip manufacturers, streaming platforms, and content studios adopt the standard.
Still, Samsung’s launch gives HDR10+ Advanced an important head start. With brighter images, smarter tone mapping, and more adaptive motion performance, the format could become a meaningful upgrade for viewers who want a more dynamic and polished HDR experience at home.
