Samsung's next-gen HDR10+ Advanced is launching on Prime Video this month — surprisingly beating Dolby Vision 2 to the punch, though with some huge unanswered questions remaining
Prime Video and Samsung are launching HDR10+ Advanced in August 2026 for selected content on the streaming service
Samsung has launched its upcoming HDR10+ Advanced on Prime Video this month, surprising the industry by beating Dolby Vision 2 to the punch. The new format will be available on Samsung's 2026 TV models, promising improved HDR reproduction and "Intelligent Motion Smoothing" that only applies when needed. HDR10+ Advanced is a direct competitor to Dolby Vision 2, which will launch later this year on Peacock and Hisense TVs, as well as TCL TVs later on.
Six key upgrades are set to differentiate HDR10+ Advanced, including HDR10+ Bright for brighter HDR, Genre-specific optimization, Intelligent FRC (Intelligent Motion Smoothing), Intelligent Gaming, Local Tone Mapping, and Advanced Color Control. Samsung has yet to disclose the specific TV models or the titles that will be available in this format.
The launch of HDR10+ Advanced comes as a direct response to Dolby Vision 2, which was announced earlier in 2025 but has yet to set a launch date. With various manufacturers and streaming services supporting different formats, the format war between HDR10+ Advanced and Dolby Vision 2 is set to heat up.
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Also reported by 4 other outlets
- Dolby Vision 2 is rolling out now, starting with select Hisense TVs techspot.com
- Dolby Vision 2 will be available first on some 2026 Hisense TVs theverge.com
- Dolby Vision 2 HDR is officially arriving on certain Hisense TVs — here's which models are getting it first, and what it does techradar.com
- Dolby Vision 2 is officially available on select Hisense TVs engadget.com
