Samsung's new TVs for 2021 will come with a feature that can adapt HDR10+ content to brighter rooms. It is Samsung's answer to Dolby Vision IQ.

Samsung's HDR10+ Adaptive
Together with Panasonic and 20th Century Fox, Samsung launched HDR10+ as a premium HDR format and an alternative to Dolby Vision. Panasonic has since embraced Dolby Vision and 20th Century Fox has been swallowed by Disney who backs Dolby Vision.

In 2021, Samsung will take the next step and bring HDR10+ more in-line with Dolby's latest efforts to make HDR pictures adapt to the lighting conditions in the viewer's room. Dolby calls it Dolby Vision IQ while Samsungs refers to its approach as HDR10+ Adaptive. These are not new formats but rather extensions of the current Dolby Vision and HDR10+ formats.

- "The HDR10+ Adaptive feature will be supported in Samsung TVs, which improves the HDR10+ viewing experience in customers’ homes regardless of the lighting conditions. HDR10+ Adaptive supports Filmmaker Mode and adapts to brighter rooms so customers can enjoy a true cinematic experience with HDR10+ movies and television programs in any environment at home. HDR10+ Adaptive will launch globally with Samsung’s upcoming QLED TV products," the company announced.

Samsung further explained that HDR10+ Adaptive uses dynamic scene-by-scene optimization together with room lighting adaptation, presumably based on input from the TV's built-in light sensor.
Movies from Amazon & Universal
In its press release, Samsung highlighted its efforts to bring HDR10+ content to the market. Amazon Prime's catalog has been auto-converted to HDR10+ while Universal promised to "include even more HDR10+ catalogues and new titles for distribution on OTT services around the world".

- "Samsung has demonstrated exceptional commitment in developing HDR10+ technology and bringing the industry together in support," said Michael Aaronson, SVP of Digital Distribution, Universal Pictures HE. "We are pleased to further expand our partnership with Samsung as we work to bring more titles into this advanced in-home viewing ecosystem to movie audiences worldwide."

Still, HDR10+ is not seeing the same level of support and momentum as the competing Dolby Vision format, which is enjoying strong support from Hollywood. Besides Samsung, TV brands like Panasonic, Vizio, TCL, and Philips support HDR10+ whereas other major players like LG and Sony have decided not to back HDR10+.

You can see which brands' TV models support Dolby Vision and/or HDR10+ in the TV Database.

Samsung on the other hand has avoided Dolby Vision and there are no indications that the situation will change in 2021. The company will announce its 2021 TVs at CES 2021 in January.