Samsung and Amazon launch HDR10+ Advanced, reigniting the HDR format war

Samsung and Amazon launched HDR10+ Advanced on Prime Video globally in August 2026, with Samsung's 2026 TVs as the first supported panels. The royalty-free standard rivals Dolby Vision 2 — backed by Hisense, Philips, TCL, Peacock, and Canal+. No supported titles were disclosed at launch, leaving the content catalog unclear. Two parallel dynamic-metadata HDR standards now compete, recalling the original HDR10-versus-Dolby Vision split.