Samsung’s HDR10 Plus Advanced is launching this month on Prime Video

Samsung’s HDR10 Plus Advanced is launching globally on Amazon’s Prime Video this month. Samsung previewed the format late last year; the first TVs announced with support are Samsung’s 2026 lineup. On those sets, Prime Video can use the format’s extra metadata for more precise HDR tuned to what is on screen.

HDR10 Plus Advanced is Samsung’s HDR specification positioned against Dolby Vision, not a Dolby product. The practical difference called out so far is richer metadata: the player and display can refine tone mapping and highlight handling per title or scene instead of relying on a coarser static or lighter dynamic path. That only helps when both the stream and the TV speak the same dialect of the format.

For engineers and builders in streaming and CE, the interesting piece is the end-to-end chain: encode path, CDN package, client decoder, and panel pipeline all have to honor the Advanced metadata. If any hop strips or ignores it, the viewer falls back to ordinary HDR10 Plus or base HDR10. App and firmware teams will care about capability signaling, fallback logic, and how content catalogs are tagged so Advanced assets are only offered to devices that can use them.

Commercially, the launch is a distribution play: Samsung owns a large share of premium TV hardware, and Prime Video is one of the few services large enough to make a new HDR profile visible in living rooms. Pairing the format with Amazon’s catalog gives HDR10 Plus Advanced a default showcase without waiting for every studio pipeline to retool. Dolby Vision remains the competing dynamic-HDR brand; this month’s window is about whether Advanced becomes something viewers actually encounter on Prime, not just a slide-deck label on 2026 Samsung models.

What to watch next is simple and measurable: which Prime Video titles ship with Advanced metadata at launch, how clearly Samsung’s 2026 UI exposes the mode, and whether other streamers or TV brands follow the same metadata path. Until more devices and catalogs support it, the benefit stays limited to that Samsung-plus-Prime slice.