Samsung has introduced a new version of its HDR picture format, HDR10+ Advanced. This upgraded technology is made to give brighter, more colorful, and clearer images for movies, shows, and games. The company also revealed that Amazon Prime Video will be the first big streaming platform to support this new standard.

The original HDR10+ format is already widely used around the world. It works on more than 16,000 devices, supports over 500 movies, and is available on 16 streaming platforms, including Disney+. Now, Samsung wants to take things a step further with HDR10+ Advanced, which adds six new features to improve how pictures look on modern TVs.

HDR10+ Bright is a new feature that helps TVs show images with more accurate brightness and color, giving a more realistic picture. Genre-based Optimization allows creators to label content by type, like sports, movies, or news, so TVs can automatically adjust picture settings to match.

Image via Samsung

Intelligent Motion Smoothing lets creators control how smooth moving scenes appear, making fast action look clearer and more natural. For gamers, Adaptive Cloud Gaming Mode is designed to improve game streaming by automatically adjusting brightness and tone based on the room’s lighting.

Detailed Local Tone-Mapping helps TVs show deeper contrast and more detail by dividing the screen into many smaller zones. The Advanced Color Control gives TVs more accurate color data, allowing them to reproduce lifelike and vivid shades.

Samsung plans to include HDR10+ Advanced in its 2026 TV lineup, with more information expected at CES 2026. Although the current demonstrations were simulations, early results suggest big improvements in brightness, color, contrast, and detail.

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