Samsung and Amazon's Prime Video announced Tuesday that Prime Video will become the first streaming service to offer HDR10+ Advanced, a next-generation high dynamic range format, on select titles beginning this month, with compatibility launching exclusively on Samsung's 2026 television lineup. At launch, Prime Video remains the only streaming platform supporting HDR10+ Advanced, and Samsung is the only television manufacturer with confirmed compatible hardware, though the companies have not yet specified which titles will support the format or precisely which 2026 Samsung TV models will receive it. Prime Video was also the first streaming service to adopt the original HDR10+ standard nearly a decade ago, giving the partnership a longer track record than most rival HDR rollouts. Attention going forward is likely to center on which specific Prime Video titles and Samsung TV models receive HDR10+ Advanced support as the rollout continues through August, and on how Dolby Vision 2's launch on Peacock and Hisense devices compares once it reaches the market. Continued monitoring of whether other television manufacturers or streaming platforms adopt HDR10+ Advanced is expected to remain a relevant storyline as the format competition unfolds.