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As a consumer, you just want to buy a TV that gives you the best picture quality for your budget, not worry about whether you'll get certain quality on certain streaming services.
But that's where we find ourselves this week, with Prime Video launching HDR10+ ADVANCED content that will be viewable on select models of Samsung's 2026 smart TV lineup.
Samsung drove the development of the HDR10+ ADVANCED standard, which is the next step up from regular HDR10+ that's been around for a few years now.
The newer version is built for newer, more powerful and larger screens (up to 115 inches), thanks to their brighter panels, and richer colour reproduction.
Two upgrades sit at the core of it HDR10+ ADVANCED. The first is Enhanced Overall Brightness, which uses metadata baked into the content to push more of your TV's peak brightness into the picture, which should mean punchier highlights without blowing out detail in shadows.
It leans on AI-driven tone mapping to keep dark scenes readable while still delivering the brightness that sports and action sequences demand.
The second piece, Intelligent Motion Smoothing, reads scene-by-scene metadata to adjust motion processing on the fly. Films should keep their cinematic judder, while sport and fast-moving action get smoothed out, all without you touching a settings menu.
Samsung's 2026 TV lineup have had the tech support built in since its launch a few months back, but there hasn't really been any content to take advantage of the standard. Amazon's platform is the first to jump on board, with the rollout starting this month.
If you own a compatible 2026 Samsung TV, there's nothing to do: Supported Prime Video titles will automatically serve up the improved picture, without any need to adjust settings or fiddle with firmware
Samsung's Taeyong Son, Executive Vice President of Visual Display Business, said the partnership reflects a shift in how people watch.
"As home viewing options become more diverse, users are prioritising elite viewing standards and greater levels of immersion," he said. "By collaborating with Prime Video, we are bringing HDR10+ ADVANCED to home entertainment systems for the first time, we are elevating the home viewing experience all over the world."
Interestingly, Prime Video was the first streaming service to support the original HDR10+ standard back in 2017, and the format has since grown to 183 adopter companies and more than 22,000 certified products.
Samsung says support will expand to future product lines as the HDR10+ ecosystem grows, building on its run as the world's number one TV brand by market share for 20 consecutive years, according to Omdia.
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