New Delhi: Samsung Electronics and Amazon Prime Video have announced a key partnership that will potentially transform the way people watch movies and TV at home. With HDR10+ ADVANCED, a next-generation video format which offers brighter image, smoother motion and more immersive viewing experience, the service will be the first streaming service in the world to support them. It will be rolled out to other devices at a later stage but for now, Samsung’s 2026- model TVs will be the first to get the feature.
HDR10+ ADVANCED is an enhanced HDR+ technology presented by Samsung. It introduces improved features including a new movie BOOSTER which makes important distinctions without losing details, and another AI feature referred to as Intelligent Movement Cleaning, which optimizes activity based on the material being watched. From a fast-paced sporting event to an action movie or a nature documentary, the TV can squeeze in the very performance you intended, in a more natural way and piloria: smoother fluid performance. When it’s time for a fast-paced sports event, an action movie, or a nature documentary, the TV can squeeze in the very performance the viewer had in mind in a more natural way and piloria: smoother fluid performance. The technology, Samsung also adds, also prevents the “soap opera effect” in movies, because it only applies motion enhancement where needed.
Amazon Prime Video is more than just another streaming upgrade for them. Prime Video’s inclusion of the first service to support HDR10+ ADVANCED is adding a unique advantage to subscribers, which may enhance stream quality without having to pay for expensive premium content themselves. Later this month the selected titles will start to support the new format throughout the world.
The larger battle is with Dolby Vision, which is the most popular HDR resolution adopted by Netflix, Disney+, Apple TV+ and many TV makers. Unlike Dolby Vision, Samsung’s own HDR10+ (also known as HDR10+ ADVANCED) is built on Samsung’s royalty-free HDR10+ platform, so it is more appealing for streaming services and hardware makers who do not want to pay licensing fees. The new standard also adds more information for each scene in movies, including more in-depth metadata, and introduces “content-aware optimization” that determines whether a TV adjusts brightness, contrast, and motion, for example, based on the type of content being played be it sports, movies, animation, or news.
Samsung has a successful strategy. The company isn’t purchasing Dolby Vision technology for its own set-top televisions, but is working to improve its own HDR technology ecosystem. With its partnership with one of the globe’s largest streaming platforms, Samsung is making sure customers will be able to watch high-quality HDR content specially developed for Samsung TVs. This will bring a lot of new streaming services and content producers “on board” the HDR10+ ADVANCED, meaning that Samsung may be able to greatly displace Dolby Vision in the premium TV sector.
Even though Dolby Vision is stronger in the industry, the deal between Samsung and Prime Video is a promising move towards a better alternative. The competition is positive for consumer products, as both companies will be driving for improved picture quality, clever video processing and a better home entertainment experience in the years to come.
