Samsung’s next‑gen HDR format – what’s new?
In a press release dated 5 November 2026, Samsung UK unveiled HDR10+ ADVANCED, an evolution of the HDR10+ standard first launched in 2017. While HDR10+ already relied on scene‑by‑scene metadata to tell a TV how bright or dark a frame should be, the new version adds a deeper layer of information and couples it with on‑device artificial intelligence. The goal is simple: let Samsung’s premium QLED and Neo QLED panels use their full 2 000‑plus nit peak brightness without sacrificing the creative intent of the original content.
From static metadata to a richer picture language
Traditional HDR10+ metadata describes a handful of parameters per scene – mainly maximum and minimum luminance. Samsung argues that this is no longer enough now that consumer displays can exceed the brightness levels for which most movies and series were mastered. HDR10+ ADVANCED therefore introduces extended distribution metadata that captures more nuanced tonal information across mid‑tones, highlights and shadows. In practice, this means the TV receives a finer map of how the creator wanted the image to look, allowing it to preserve detail in both bright skies and dark interiors.
AI‑powered tone‑mapping in real time
The expanded metadata is only useful if the TV can act on it quickly. Samsung’s solution is an on‑device AI model that has been trained on thousands of expert‑graded HDR samples. When a new frame arrives, the AI analyses the scene statistics supplied by the metadata and instantly generates a custom tone‑mapping curve. The result is a picture that makes full use of the panel’s peak brightness while keeping contrast and colour fidelity intact – bright highlights pop without washing out the subtle gradients in darker areas.
Intelligent Motion Smoothing – a middle ground between cinema and soap‑opera
One of the most complained‑about features on modern TVs is the “soap‑opera effect” caused by aggressive motion interpolation. HDR10+ ADVANCED tackles this with Intelligent Motion Smoothing, a system that lets content creators or streaming platforms embed a smoothing level (0‑5) directly into the stream. A fast‑moving sports broadcast can request a higher level for smoother action, while a drama shot at the classic 24 fps can stay true to its cinematic feel. This per‑scene control is a step beyond the blanket motion‑enhancement settings found on most sets today.
Content‑aware processing via genre‑based metadata
Not all programmes are created equal. To help the TV treat a football match, an animated feature or a news bulletin appropriately, HDR10+ ADVANCED adds a two‑layer genre tag system: 16 broad categories and 64 finer descriptors (e.g., “daylight‑lit pitch”, “high‑speed ball movement”). By feeding this information to the AI, the TV can fine‑tune contrast, colour saturation and motion handling for each type of content, delivering a more faithful viewing experience.
Cloud‑gaming gets a HDR lift
Samsung also announced that HDR10+ ADVANCED will be supported on its HDR10+ GAMING platform for cloud‑based titles. The system pulls real‑time ambient‑light data from the TV’s sensors and applies dynamic tone‑mapping, ensuring that a game streamed from services such as Xbox Cloud Gaming or Nvidia GeForce Now looks consistent whether you’re watching in a dim living‑room or a bright kitchen.
How does it stack up against Dolby Vision?
Dolby Vision remains the most widely adopted dynamic‑metadata HDR format, especially on streaming services like Netflix and Disney+. The key differentiator for HDR10+ ADVANCED is its open‑source royalty‑free nature and the integration of AI‑driven tone‑mapping directly on the TV, rather than relying on the source device. For UK consumers, this could translate into better picture quality on Samsung’s own ecosystem without extra licensing fees that sometimes limit Dolby Vision support on lower‑end models.
Which Samsung TVs will carry the new tech?
Samsung confirmed that the upcoming 2027 QLED line‑up – including the QN90C Neo QLED and the Q80C QLED – will ship with HDR10+ ADVANCED support out of the box. Existing 2025‑2026 models may receive a firmware update, but Samsung has not listed specific part numbers. Buyers on a contract with carriers such as EE, Vodafone or Three should check the model specifications before signing up, as the HDR feature is tied to the TV hardware rather than the broadband package.
Why UK home‑entertainment shoppers should care
For viewers who binge‑watch on Netflix, stream live sport on BT Sport or dive into cloud gaming, HDR10+ ADVANCED promises a more adaptable picture that respects the creator’s intent while exploiting the raw power of Samsung’s bright panels. The AI‑based tone‑mapping means you won’t need to spend time tweaking picture modes, and the genre‑aware motion smoothing reduces the need to toggle the “Auto Motion Plus” setting manually.
Looking ahead
Samsung frames HDR10+ ADVANCED as a stepping stone toward even more interactive experiences – the genre metadata could eventually enable on‑screen shopping links or real‑time stats overlays. While those ideas are still speculative, the immediate benefit is clear: a brighter, smoother, smarter picture that works across movies, sport and games.
For the latest on which Samsung TV models support HDR10+ ADVANCED and any associated contract bundles, keep an eye on our reviews and the Samsung UK press centre.