Samsung and Amazon launch a new picture-quality format, splitting the market again

Samsung and Amazon launched HDR10+ Advanced on Prime Video globally in August 2026, with Samsung's 2026 TVs as the first supported screens. HDR makes images look more realistic by adjusting brightness and color scene by scene. The standard rivals Dolby Vision 2, backed by Hisense, Philips, TCL, Peacock, and Canal+, without Samsung paying Dolby licensing fees. No supported titles were disclosed at launch, leaving the content catalog unclear. Two competing HDR standards now exist simultaneously, recalling the original HDR10-versus-Dolby Vision split.