Samsung and Prime Video have begun rolling out HDR10+ Advanced as a new way to present supported streaming titles. Samsung says Prime Video is the first streaming service to offer the format, with the initial availability tied to selected Samsung televisions from the 2026 lineup.
HDR10+ Advanced builds on the HDR10+ system by adding another layer of picture and viewing controls. The aim is to help a compatible television adjust the presentation to the room and the content. In practice, the result depends on the TV model, the streaming title, the app and the display settings.
This is not an update that changes every Prime Video film or series. The title must be prepared for the format, and the television must support it. A viewer using an older Samsung set or a different brand will continue to see the versions supported by that device and the service.
The launch adds another name to an already crowded television standards market. Consumers may see HDR10, HDR10+, Dolby Vision and other labels while shopping. A label alone does not guarantee a better picture. Panel brightness, local dimming, color accuracy, viewing angle and room light often matter just as much.
Samsung’s approach has one practical advantage for its customers: the company controls the television hardware and can update compatible sets through software. That does not make every existing TV eligible. Owners should check Samsung’s support page or the television’s specification sheet instead of assuming a firmware update will add the full experience.
Streaming quality also depends on the connection. A stable broadband service, a supported Prime Video plan and the right app version are required before a television can display a compatible title at its intended quality. The result can be reduced by bandwidth limits or by a setting that disables HDR.
HDR10+ Advanced gives Samsung and Prime Video another way to differentiate their picture ecosystem. For shoppers, the sensible question is not which label sounds newest but whether the TV, app and content library will work together. Compatibility remains the key part of this launch.