If you own one of Samsung's 2026 televisions, the picture on Prime Video is about to change without you buying anything new. Samsung and Amazon are switching on HDR10+ ADVANCED, a newer version of the HDR format that aims to make bright scenes look punchier and fast motion look cleaner on supported shows and films.
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What HDR10+ ADVANCED turns on
Samsung has confirmed that Prime Video will be the first streaming service to carry HDR10+ ADVANCED on supported titles, rolling out globally from August 2026 and appearing first on Samsung's 2026 TV lineup. HDR10+ ADVANCED is the next step up from HDR10+, the dynamic HDR format Samsung has backed for years, and it is built for the larger, brighter panels that today's sets ship with while keeping the creator's original intent intact.
"By collaborating with Prime Video, we are bringing HDR10+ ADVANCED to home entertainment systems for the first time," said Taeyong Son, who runs Samsung's Visual Display business.
Two changes you can actually see
The update leans on two features. Enhanced Overall Brightness uses extra scene data to make fuller use of a modern TV's brightness range, so highlights look brighter and better controlled across the whole image. Its tone mapping is also meant to hold on to shadow detail in darker scenes, which is exactly where a lot of HDR content tends to lose the picture.
Intelligent Motion Smoothing reads the footage scene by scene and adjusts how motion is handled. It keeps the slower, filmic look of movies while smoothing fast sport and action. That scene-aware approach is the interesting part, because blanket motion smoothing is usually the first setting film fans turn off.
Why a royalty-free format matters
Prime Video was the first streaming service to offer HDR10+ back in December 2017, and the standard has grown since: Samsung now counts 183 companies backing it and more than 22,000 certified products. HDR10+ is open and royalty-free, co-developed by Samsung and Panasonic, and Samsung says HDR10+ ADVANCED content and displays carry no licensing fee. That is the quiet competitive point against Dolby Vision, which is licensed, because a royalty-free path keeps a cost off the set. The same HDR10+ family already shows up on Samsung's 2026 gaming monitors in its HDR10+ GAMING form, so this is a standard Samsung is pushing across screens, not a one-off.
When Malaysian viewers get it
For viewers here, this arrives the same way it does elsewhere: on Samsung's 2026 TVs as Prime Video rolls the feature out from August 2026, with more Samsung products planned as the ecosystem grows. Samsung has not attached separate Malaysian pricing to it, and it should not need to, because it lands as a software capability on sets that already support it. If you already stream Prime Video, including through one of Astro's Prime Video bundles, you get the benefit by owning a compatible 2026 Samsung set and playing a supported title.
HDR10+ ADVANCED is not a new gadget to buy. It is a quiet upgrade to picture quality on hardware you may already own, and on a 2026 Samsung TV streaming Prime Video, brighter highlights and smarter motion are the kind of change you notice from the sofa rather than on a spec sheet.
