Samsung’s HDR10 Plus Advanced is launching this month on Prime Video
What's happening
Samsung's HDR10 Plus Advanced, a new HDR standard designed as an alternative to Dolby Vision, is launching globally on Amazon Prime Video this month. Samsung's 2026 TV lineup will be the first devices to support the enhanced metadata format.
Who's involved
Samsung, the South Korean multinational conglomerate and world's fifth-highest valued brand as of 2024, is behind the HDR10 Plus Advanced specification. Amazon Prime Video, the American subscription streaming service owned by Amazon, will be the launch platform for the technology.
Why it matters
The launch represents a significant push by Samsung to establish HDR10 Plus Advanced as a mainstream alternative to Dolby Vision in the premium home entertainment space. If adoption accelerates across streaming services and TV manufacturers, it could reshape how premium video content is distributed and viewed, offering consumers choice in advanced display technologies.
The story
Samsung is bringing its HDR10 Plus Advanced specification to Amazon Prime Video this month, marking the technology's commercial debut after being previewed late last year. The first televisions to support the standard will be Samsung's 2026 lineup, which will leverage the advanced metadata capabilities to deliver enhanced picture quality on compatible content.
HDR10 Plus Advanced represents Samsung's answer to Dolby Vision, offering an alternative path for premium content delivery and display technology. According to The Verge, the specification will allow streaming services and content creators to embed additional metadata that enables televisions to optimize brightness, contrast, and color rendering on a per-scene or per-frame basis, potentially delivering a more refined viewing experience than standard HDR10.
The partnership with Amazon Prime Video is a crucial validation for Samsung's technology. Prime Video, owned by Amazon and distributed as both a standalone service and bundled with Amazon Prime membership, reaches millions of subscribers globally. By launching HDR10 Plus Advanced content through the platform, Samsung gains immediate access to a large audience while providing early adopters of 2026 Samsung TVs with premium content that showcases their hardware's capabilities.
Samsung's approach reflects the company's broader strategy to differentiate its television offerings in a competitive market. Rather than relying exclusively on Dolby Vision, which has dominated premium HDR for years, Samsung is offering manufacturers and content creators a royalty-based alternative that could appeal to those seeking different technological approaches. The launch of 2026 models with native support signals confidence in the standard's future adoption.
The timing of the announcement suggests Samsung is laying groundwork for broader industry support. By establishing the technology on a major streaming platform with new TV hardware, Samsung creates momentum for other manufacturers to consider implementation in future models and encourages streaming services to encode content in the format. This month's launch will be closely watched to determine whether HDR10 Plus Advanced can gain meaningful traction against Dolby Vision's established market position.