HDR10+ Advanced HDR10+ ADVANCED dynamic metadata technology

What HDR10+ Advanced is

HDR10+ ADVANCED is an extended feature set for HDR10+, the royalty-free dynamic-metadata format Samsung and Amazon announced in April 2017. HDR10+ Technologies, LLC, the licensing association, unveiled it on 10 December 2025, when the group counted more than 170 adopters and nearly 20,000 certified devices. Like HDR10+ itself, it works with HDR10 standard metadata, supports implementations from 10 to 16 bits per channel and addresses up to 10,000 nits of brightness. Samsung had previewed the format earlier, in November 2025, under different feature names. Wikipedia's HDR10+ entry likewise lists 10,000 nits maximum brightness and 10 to 16 bits per channel for the base format.

How it works: the six features

The press release lists six metadata-driven features. Enhanced Overall Brightness adds extended statistical metadata that produces better image tonality and lets adopters reach greater brightness on today's advanced TVs. Intelligent Motion Smoothing is metadata that addresses visible judder in a scene by letting a compatible display dynamically adjust how much smoothing it applies. Local Tone Mapping lets creators control brightness in specific areas of the screen. Genre-based Optimization lets content providers and encoders define custom genres dynamically so the display can tailor its processing to each content type. Advanced Color Control lets creators dynamically calculate color gamut data. Adaptive Cloud Gaming supports cloud games with real-time ambient-light adaptation, alongside the existing HDR10+ GAMING picture mode.

The "brightness" feature is tied to display capability rather than a new ceiling. SCN reports that Samsung linked a range of 4,000 to 5,000 nits to what next-generation TVs can deliver, and does not present 5,000 nits as a format limit. The metadata is authored per title, which is why the licensed ecosystem includes content providers, encoders and SoC makers, not only TV brands. Whether the ADVANCED additions are published as a SMPTE document like HDR10+'s ST 2094-40 base, I could not confirm. See SMPTE ST 2094 for the base standard family.

The press releases give enough numbers for a rough adoption check. Between December 2025 and September 2026, the association grew from more than 170 to 185 adopters, a gain of at least 15, and from nearly 20,000 to nearly 23,000 certified devices. ADVANCED accounted for nearly 500 certified devices in under a year, which is about 2% of the 23,000 total. Samsung's November 2025 preview, as relayed by SCN, named six features: HDR10+ Bright, Genre, Intelligent FRC, Intelligent Gaming, Local Tone-mapping and Advanced Color Control. The licensed list keeps four of those ideas under longer names, and the two renamed items appear to map to Intelligent Motion Smoothing and Adaptive Cloud Gaming, though the sources do not state that mapping.

HDR10+ Advanced vs Dolby Vision 2

Both formats arrived within about three months of each other and cover similar ground, but their governance differs. HDR10+ Technologies states a royalty-free model with certification, while Dolby Vision 2 is Dolby's licensed format. The HDR10+ Wikipedia entry notes certification carries an annual administration fee for certain adopter categories and no per-unit royalty. On features, Intelligent Motion Smoothing parallels Dolby's Authentic Motion, and Genre-based Optimization parallels Content Intelligence's scene awareness. Dolby places Authentic Motion in its Max tier; HDR10+ Technologies lists all six ADVANCED features as one set. The two formats are not interchangeable, and a TV needs separate support for each.

Where it lives

Prime Video is the lead service. HDR10+ Technologies said on 2 September 2026 that HDR10+ ADVANCED, less than a year from launch, had been licensed and certified on nearly 500 devices, while the wider association had grown to 185 adopters and nearly 23,000 certified devices. Prime Video customers globally have thousands of movies and series in the format, including Fallout, The Boys, Reacher, The Rings of Power, Project Hail Mary and Spider-Noir; viewers look for the format logo on the title page.

On TVs, Samsung leads. The Micro RGB R95H and R85H list HDR10+ ADVANCED support, the 8K Neo QLED QN990H supports HDR10, HDR10+, HDR10+ Advanced and HLG, and the QN80H spec sheet lists HDR10+ Adaptive, Gaming and Advanced. HDR10+ Technologies names MediaTek, Panasonic, Roku, Samsung and TP Vision as companies that anticipated the launch, though it does not list specific Panasonic or TP Vision models. See Micro RGB and Neo QLED for the hardware. Panel specs differ widely across those sets: the R95H runs 165 Hz and the R85H 144 Hz, the QN990H is rated up to 120 Hz at 8K and 240 Hz at 4K, and the QN80H runs 144 Hz with 4K at 144 Hz on all four HDMI ports. The format does not set any of those figures. SCN adds that Samsung planned to focus the launch on its 2026 TVs before a wider rollout.

Common confusions

The names changed between preview and launch. Samsung's November 2025 briefing reportedly used terms such as HDR10+ Bright, Genre, Intelligent FRC and Intelligent Gaming; the licensed names are the six above. HDR10+ ADVANCED is also different from HDR10+ Adaptive, an earlier extension covered in its own entry, and from the HDR10+ GAMING picture mode that the press release says ADVANCED stays compatible with. A TV logo for plain HDR10+ does not imply ADVANCED, so check the spec sheet for the exact wording. Finally, "no licensing fees" in the press release and "annual administration fee" on Wikipedia describe different layers of the program, and I did not find the fee schedule itself.