Samsung Debuts HDR10+ ADVANCED Format on Amazon Prime Video

Samsung has officially introduced its HDR10+ ADVANCED streaming format worldwide, with Amazon Prime Video becoming the first platform to support the technology. This updated format is designed to optimize brightness and color levels frame-by-frame, providing a more immersive viewing experience. The rollout will begin this month, targeting both existing content and new releases on the Prime Video platform. This launch marks a significant step in the evolution of royalty-free High Dynamic Range standards.

The HDR10+ ADVANCED format is Samsung's direct answer to Dolby Vision 2, which has historically dominated the premium streaming space. By partnering with Amazon, Samsung aims to build a robust ecosystem that does not require the licensing fees associated with Dolby's technology. The new standard will be integrated into Samsung's 2026 TV lineup, ensuring that hardware and software are perfectly synced for maximum visual fidelity. This technical rivalry is expected to drive further innovation in display brightness and color accuracy.

For the millions of Samsung Smart TV users in India, this update will translate to immediate improvements in picture quality for Prime Video content. As high-speed internet penetration grows in India, demand for premium 4K and HDR streaming has surged. This move ensures that Indian viewers have access to the latest global display technologies without needing to upgrade their hardware immediately, provided they own a compatible recent model. The partnership may also encourage other streaming services to adopt the standard to remain competitive.