HDR10+ Advanced arrives on Samsung TVs in days – here's what the Dolby Vision 2 rival adds

Two new picture technologies are coming to TVs in the next few months, with both HDR10+ Advanced and Dolby Vision 2 both set for release soon. Indeed, in the case of the former, we could see it in a matter of days

Samsung has announced that it will be rolling out HDR10+ Advanced to its 2026 models this month – August 2026. Or at least, it'll be activating it as the technology is already integrated in select TVs.

Amazon Prime Video will be the first streaming service to adopt the new brighter and more immersive HDR standard. Amazon has been pivotal in the rise of the HDR10 standard in the past, most notably being the first to offer HDR10+ on its movies and shows in 2017. This continues that trend.

"At Prime Video, we’re dedicated to providing the best possible viewing experience and HDR10+ Advanced represents a meaningful step forward for our customers," said Prime Video's vice president of technology, BA Winston.

"With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene."

Only Samsung's 2026 models will be compatible with HDR10+ Advanced – that's TVs with "H" at the end of their model name, including the jaw-dropping Samsung S99H and S95H.

Support for other manufacturers should become available over time.

What improvements does HDR10+ Advanced offer?

HDR10 is the de facto standard for HDR (High Dynamic Range) picture technology on many – if not all – TVs and devices. HDR10+ was introduced by Samsung in collaboration with several partners almost a decade ago as a direct response to Dolby Vision.

All HDR technologies expand the available colour gamut and offer a much wider dynamic contrast range, resulting in more realistic and immersive images. However, HDR10 simply applies the same setting for an entire movie or show, while HDR10+ (and Dolby Vision) can adjust the balance on a scene-by-scene basis – frame-by-frame, even.

As the name suggests, HDR10+ Advanced goes a step or two further. It adds Enhanced Overall Brightness, to better utilise modern TV's higher brightness capabilities, while also using AI to better tone map content in real-time. This preserves details at two ends of the spectrum, in the shadows and the brightest scenes.

On top of these, Intelligent Motion Smoothing dynamically adjust motion processing on a scene-by-scene basis, to smooth the action without creating the plastic look of aggressive motion technologies of the past.

The new technology rivals Dolby Vision 2, which will offer similar properties when it arrives soon too.