https://www.cnet.com/news/what-is-advanced-hdr-by-technicolor/

The company faces some strong competition in your living room. High dynamic range (HDR) delivers the best home video images available today, boosting contrast and pop. Done well, especially on a nice TV, it provides a much more visible benefit than 4K resolution. 4K HDR is basically the future of television, which is why Technicolor (and seemingly everybody else) has an HDR format.

The industry-standard HDR10 format is pretty much everywhere, available from multiple streaming services including Netflix and Amazon, 4K Blu-ray as well as TVs as cheap as $280. Three other HDR formats are also available: Samsung's HDR10+, hybrid log gamma (HLG) and of course Dolby Vision.