Samsung is rolling out its next-generation HDR technology to Prime Video this month, becoming the first manufacturer to launch a new high dynamic range format ahead of the long-awaited arrival of Dolby Vision 2. Although Samsung has not confirmed exactly which 2026 TV models will receive the feature, it has revealed that Amazon Prime Video will begin streaming HDR10+ Advanced content this month. The launch places Samsung ahead of Dolby, which announced Dolby Vision 2 in late 2025 but has yet to make the format commercially available. Manufacturers including Hisense, Philips and TCL have committed to supporting Dolby Vision 2, while Samsung continues investing in its own HDR10+ ecosystem. By continuing to develop its own HDR platform instead of licensing Dolby Vision, the company avoids paying Dolby licensing fees while maintaining greater control over its television ecosystem.