Samsung Electronics said on the 4th that, in partnership with Amazon, it applied the next-generation high-definition video technology "HDR10+ Advanced (HDR10+ ADVANCED)" to online video service (OTT) Prime Video content.
Prime Video is an OTT run by Amazon and has about 250 million subscribers worldwide. Samsung Electronics and Amazon have collaborated in video technology since Prime Video adopted HDR10+ in 2017.
HDR10+ is a technology that provides brightness and contrast information for each scene in content so the TV can adjust the picture. HDR10+ Advanced adds ▲Enhanced Brightness ▲intelligent motion compensation to the existing technology.
Enhanced Brightness adjusts the TV's brightness performance by using scene-by-scene brightness information and artificial intelligence (AI)-based tone mapping. It reduces blurring or distortion of fine details in bright scenes.
Intelligent motion compensation adjusts the frame rate based on scene-by-scene metadata. It is designed to render fast-moving scenes—such as sports or action content—smoothly while reflecting the creator's intent.
Samsung Electronics has applied HDR10+ Advanced starting with its 2026 TV lineup and plans to expand supported products.
HDR10+ Technology, which manages HDR10+-related technologies and certifications, includes participation from 183 global corporations. There are about 22,000 products and content items certified for HDR10+.
BA Winston, vice president of technology at Prime Video, said, "HDR10+ Advanced is a technology that can more faithfully convey the creator's intent contained in the content."
Son Tae-yong, vice president of the visual display business at Samsung Electronics, said, "By partnering with Prime Video, we are introducing HDR10+ Advanced content for the first time in the world," and added, "We will deliver a viewing experience with enhanced scene-by-scene detail."