Samsung’s HDR10 Plus Advanced is launching this month on Prime Video
Samsung's next-gen HDR format beats Dolby Vision 2 to market, launching globally on Prime Video for 2026 TV models.
Stock photo for illustration only, not from the actual event
- Samsung's HDR10 Plus Advanced launches globally on Amazon Prime Video this month.
- First supported on 2026 Samsung TVs with area-specific screen tone mapping.
- Beats Dolby Vision 2 to market without requiring licensing fees to Dolby.
- Includes Intelligent Motion Smoothing that adjusts dynamically scene by scene.
After previewing the technology late last year, Samsung is rolling out its alternative to Dolby Vision 2, known as HDR10 Plus Advanced, globally on Amazon Prime Video this month. The new specification utilizes extra metadata to deliver more precise HDR optimized for what is on screen, alongside tone mapping that adjusts for specific areas of the display rather than applying a single uniform setting across the entire video frame.
Samsung’s initial hardware support arrives with its 2026 television lineup. The official press release did not specify the initial title lineup or exact volume of supported content, though promotional imagery highlighted the Amazon series Ride or Die. This announcement also follows closely behind an incident where Disney Plus in Europe temporarily lost Dolby Vision support due to an ongoing patent dispute.
Stock photo for illustration only, not from the actual event
While sharing similar capabilities with Dolby Vision 2, Samsung’s format allows manufacturers to bypass paying Dolby licensing fees. It also promises an Intelligent Motion Smoothing feature capable of adjusting scene by scene. Meanwhile, competitors like Hisense, Philips, and TCL have stated their upcoming TVs will support Dolby Vision 2, with Peacock and Canal+ lined up for content, though that format is not yet active and will likely require future software updates upon release.
The ongoing rivalry between hardware-driven open standards and proprietary licensing formats like Dolby Vision highlights the constant push-and-pull within the home entertainment industry. By bypassing licensing costs and leveraging its own hardware pipeline, Samsung aims to capture market share and establish its advanced metadata framework as a viable, cost-effective standard for streaming platforms and viewers alike.
Both formats emphasize utilizing motion smoothing where it benefits fast-moving content like sports while aiming to avoid the artificial soap opera effect on cinematic content, though real-world testing will be necessary to gauge performance. The HDR10 Plus Advanced FAQ elaborates that metadata tags can cover various genres including movies, sports, animation, news, and general content, alongside specific factors like lighting, motion, and perspective to guide television processing.
Source: The Verge
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