Here’s samsung’s new HDR10+ Advanced technology is rolling out soon, but can it beat Dolby Vision 2?

Samsung has announced its latest high dynamic range standard, known as HDR10+ Advanced, will begin rolling out during this month, but you’ll need one of the best new televisions for 2026 and a single streaming service to enjoy the benefits of the new technology.

The tech, which will go into direct competition with the rival Dolby Vision 2, will arrive on Samsung’s 2026 TV with supported content coming through Amazon’s Prime Video streaming service initially. Samsung announced the technology in November, showed it off at CES 2026 in January and is now ready to unleash it for those with the newest sets.

In a post today announcing the rollout, Samsung promised the new generation of the HDR tech it co-developed will “deliver brighter, more immersive picture quality for supported movies and shows — brings the benefits of Enhanced Overall Brightness and Intelligent Motion Smoothing to streaming viewers for the first time.”

Why only 2026 TVs thus far? Well Samsung says HDR10+ Advanced is designed, as the name suggests, is designed for the most advanced televisions and their large display sizes, higher peak brightness and greater colour depth and processing power.

Furthermore: “The standard preserves the creator’s intent across compatible displays while delivering a more dynamic, lifelike viewing experience for supported content,” Samsung said in the release.

The standard includes a technology called Enhanced Overall Brightness, which Samsung explains uses “extended statistical meta data”. That can push the capabilities of the new sets further in order to deliver “brighter, more precise HDR across the full tonal range.”

A second feature uses AI (you knew it had to be in there somewhere, sigh!) to improve tone mapping, which the company says preserves shadow detail even in dark scenes, while bringing sports and action movies the additional brightness required. There’s also a new Intelligent Motion Smoothing, which “utilises scene-by-scene metadata to allow compatible displays to dynamically adjust motion processing — preserving the cinematic feel of film content while delivering smooth, natural motion for sports, action and other fast-moving scenes.”

Whether we’ll see it trickle down to older sets in the range is unclear? Perhaps we’ll only see it supported on newer sets in the future.