Samsung is now rolling out the next generation of HDR10+, called HDR10+ Advanced, in an attempt to get ahead of Dolby Vision 2.
Like Dolby Vision 2, HDR10+ Advanced covers more than just HDR. Samsung now also wants to offer brightness and color upscaling – picture enhancement – as well as adaptive motion smoothing, in addition to enhancements to HDR itself.
Dolby started rolling out the required Dolby Vision 2 firmware update to select 2026 Hisense models earlier this month, but no content is available yet, meaning that HDR10+ Advanced will be the first next-generation HDR format that you can actually experience at home.
HDR10+ Advanced on Prime Video
Not to be confused with the previous HDR10+ Adaptive, which mirrored the similar Dolby Vision IQ, the new HDR10+ Advanced will be available globally this month to viewers with a 2026 Samsung TV streaming Amazon Prime Video.
- "By collaborating with Prime Video, we are bringing HDR10+ Advanced to home entertainment systems for the first time, we are elevating the home viewing experience all over the world," said Taeyong Son, EVP of Visual Display at Samsung.
Amazon has not said which movies and series will be offered in HDR10+ Advanced later this month, but it is worth noting that Prime Video was also the launch partner for HDR10+ in December 2017, when it made its entire HDR library available in HDR10+.
- "At Prime Video, we’re dedicated to providing the best possible viewing experience and HDR10+ Advanced represents a meaningful step forward for our customers," said BA Winston, VP of Technology, Prime Video.
Enhanced brightness, motion
Samsung and Amazon pointed to three new developments in HDR10+ Advanced compared with HDR10+ (and Dolby Vision), as explained in their own words here:
- Enhanced Overall Brightness uses extended statistical metadata to make fuller use of today’s premium TV brightness capabilities.
- AI-driven tone mapping preserves shadow detail in darker scenes.
- Intelligent Motion Smoothing utilizes scene-by-scene metadata to allow compatible displays to dynamically adjust motion processing, preserving the cinematic feel of film content while delivering smooth natural motion.
Some of this sounds a lot like classic picture enhancement, which many picture enthusiasts prefer to turn off, but it has now been adapted for an HDR context, and we will take a fresh look at it before reaching a verdict.
HDR10+ Advanced also introduces other developments for gaming and sports content. Read our
original article on HDR10+ Advanced here. Samsung added that HDR10+ Advanced will not work when Filmmaker Mode is enabled on a Samsung TV.
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"With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene and we’re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices," said BA Winston.
No other streaming services have committed to HDR10+ Advanced at this time, and there are no indications that HDR10+ Advanced or Dolby Vision 2 will be supported on UHD Blu-ray.
