Samsung has become the first TV manufacturer to launch HDR10+ Advanced, rolling out across its 2026 TV lineup this month. Prime Video is the first streaming service supporting the format, delivering compatible titles globally starting August 2026. Samsung has confirmed its 2026 TV lineup will be the first consumer displays to support HDR10+ Advanced, a new tier of the royalty-free HDR10+ standard. HDR10+ Advanced was first announced by the HDR10+ Technologies group late last year, with Samsung, Panasonic, Roku, MediaTek and TP Vision named among the companies backing its development. Because HDR10+ Advanced remains royalty-free, any manufacturer can adopt it without paying licensing fees, unlike Dolby's competing formats.