Samsung Electronics and Amazon have rewritten the benchmark for high-definition OTT technology. Samsung Electronics said on Monday it has applied the next-generation video standard HDR10+ Advanced to Amazon-operated OTT service Prime Video for the first time in the world. The two companies have maintained a partnership since Prime Video introduced HDR10+ in 2017, the first in the OTT industry, and have now expanded cooperation to the higher specification.

HDR10+ Advanced is a video standard that dynamically adjusts brightness and colour by scene to match TV performance, and newly introduces two functions: Enhanced Overall Brightness and Intelligent Motion Smoothing. Enhanced Overall Brightness analyses optimal brightness information for each scene and uses AI-based tone mapping technology to maximise a TV's brightness performance.

Intelligent Motion Smoothing converts frame rates based on scene-by-scene metadata and dynamically adjusts them to match the content creator's intent. It enables seamless playback in content with frequent fast movement, such as sports or action scenes. The approach combines the two functions to control brightness and motion processing at the same time.

BA Winston (BA 윈스턴), vice president of technology at Prime Video, said HDR10+ Advanced is a highly complete technology that meets the strict quality standards of major global media platforms. He said the technological advance makes it possible to convey creators' intent in content more faithfully. Taeyong Son (손태용), a vice president at Samsung Electronics' Visual Display Business, said the companies are presenting HDR10+ Advanced content for the first time in the world. He said viewers at home will be able to enjoy a viewing experience that does not miss even fine expressions in each scene.

Samsung Electronics has applied HDR10+ Advanced first to its 2026 TV lineup and plans to expand supported products in stages. HDR10+ Technology LLC, which leads the HDR10+ Advanced ecosystem, has 183 global member companies and holds certifications numbering more than 22,000.