popup notification

is it Android or Samsung that forces the annoying popup notifications?
on my Note4 I could turn off the popup separately but on my Note7 and now S7 edge I don't have that option! it's either turning off popup with sound and everything together or nothing!
this is the most annoying thing ever on Samsung/android especially when watching youtube videos or when showing pictures to others, the popup stays for 2 seconds showing the whole message received!

if there is a way turn this off please let me know