Samsung Electronics has applied its next-generation video technology, HDR10+ Advanced, to Amazon Prime Video. This move aims to enhance the picture quality of premium TVs by utilizing maximum brightness and color expression while delivering smooth motion for fast-paced content.
On August 4, Samsung announced its collaboration with Amazon to implement HDR10+ Advanced in Prime Video content. The company plans to support this technology starting with its 2026 TV models and will gradually expand the range of compatible products.
HDR10+ Advanced features new capabilities, including 'Enhanced Brightness' for scene-specific brightness adjustments and 'Intelligent Motion Compensation' to correct screen motion.
Enhanced Brightness utilizes brightness information embedded in the content along with AI-based tone mapping technology. This ensures that the maximum brightness and color range of the TV are optimized for each scene, preventing detail loss in bright images.
Intelligent Motion Compensation adjusts frame rates based on scene-specific metadata, focusing on reducing motion blur and stuttering in fast-paced content such as sports broadcasts and action films.
Since Prime Video became the first online video service to introduce HDR10+ in 2017, Samsung and Amazon have continued their collaboration, now expanding support to HDR10+ Advanced.
With approximately 250 million users worldwide, the implementation of HDR10+ Advanced is expected to accelerate the distribution of HDR10+ content.
Currently, 183 global companies participate in managing the HDR10+ standard, with over 22,000 certifications for related products and content.
Samsung aims to expand the ecosystem of open high-quality video by increasing HDR10+ supported content and devices. Analysts suggest that collaboration with content platforms is becoming a key competitive factor in the premium TV market, alongside picture quality technology.
BA Winston, Vice President of Technology at Prime Video, stated, "HDR10+ Advanced is a technology that can more faithfully convey the creator's intent."
Son Tae-yong, Vice President of Samsung's Visual Display Business, remarked, "Through our collaboration with Prime Video, we are excited to showcase HDR10+ Advanced content, providing viewers with a detailed viewing experience at home."
* This article has been translated by AI.
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