Samsung challenges Dolby Vision 2 with the introduction of its new HDR format, which will be available on Prime Video this month.

      I wasn't expecting Samsung to be the first to reach the finish line, especially considering the buzz surrounding the announcement of Dolby Vision 2 in September 2025.

      The company has now confirmed its next HDR format, which will debut on a popular OTT platform this month, beating Dolby Vision 2 to release.

      So, what exactly is Samsung launching?

      Named HDR10+ Advanced, Samsung’s new HDR format is set to launch on Prime Video this month, and its 2026 TV models should be compatible. What surprised me is that this format was only announced in November, months after Dolby Vision 2, yet Samsung still managed to introduce it first.

      Samsung hasn't specified which TV models will support this format or how much Prime Video content will be available at launch. However, a promotional image has confirmed that the Amazon series Ride or Die will be compatible.

      This update includes six different enhancements. It offers a brightness boost designed for today’s more robust TV panels, picture tuning based on specific genres, enhanced local dimming for mini-LED televisions, and improved color accuracy.

      Essentially, both formats strive for the same goal: seeking smarter, scene-by-scene motion smoothing that can handle fast-paced action without falling into the unwanted “soap opera” appearance that older TVs often display.

      Samsung

      How does this compare to Dolby Vision 2?

      Samsung’s approach is called Intelligent Motion Smoothing, which includes a gaming-focused mode that caters partially to cloud gaming services. Dolby Vision 2 refers to its version as Authentic Motion, for your reference.

      However, the main concern here isn't so much the similarities or differences, in my view, but rather the chaotic format war unfolding among TV industry players.

      Hisense, Philips, and TCL are all aligning themselves with Dolby Vision 2, likely to compete with premium brands known for proprietary chip-level picture processing and the varied flexibility (Dolby Vision 2 vs. Dolby Vision 2 Max) that helps differentiate between budget and premium offerings.

      Peacock and Canal+ have also pledged to stream this format once it is fully ready, as it will require a software update to enable it. Conversely, LG is opting out of this competition entirely, instead working on its own separate system with Prime Video.

      Samsung has managed to avoid Dolby's licensing fee while launching a rival format ahead of time. This indicates a strong financial motivation behind their rapid rollout.