Samsung launches HDR10 Advanced streaming on Prime Video

Samsung has launched the world's first content using its new HDR10 Advanced picture format on Amazon's Prime Video streaming service, beginning this month. The rollout, which starts with Samsung's 2026 television models, marks the commercial debut of the upgraded high dynamic range (HDR) technology and continues a long-running partnership between the electronics giant and the streaming platform.

The new format introduces two primary features designed to enhance image quality: Enhanced Overall Brightness and Intelligent Motion Smoothing. According to Samsung, Enhanced Overall Brightness utilizes statistical metadata and AI-driven tone mapping to maximize a television's peak brightness capabilities. This aims to deliver more vibrant visuals while preserving detail in both dark shadows and bright highlights. Intelligent Motion Smoothing dynamically adjusts motion processing on a scene-by-scene basis using metadata, a technique intended to reduce motion blur in fast-paced content like sports while maintaining a cinematic look for films and avoiding an artificial "soap opera effect."

Prime Video will be the first and, for now, the only streaming service to offer titles in HDR10...