Notice the lack of detail in the sand and how the clouds are blown out. On the right, when the contrast control is set too high. On the left, what the image of some friendly beachside ‘roos should look like. Read more: OLED screen burn-in: What you need to know in 2021 Contrast
Higher brightness also makes OLED TVs somewhat more susceptible to image retention and burn in - although with typical viewing habits that’s unlikely, even at maximum brightness.
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The brighter the TV is, the more energy it will consume, if you’re concerned about how much electricity you use.
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On an LCD TV, a bright backlight can wash out the image somewhat and reduce contrast and pop, especially on models that lack full array local dimming. Brighter rooms and daylight viewing will call for a higher setting, while home theater or nighttime viewing often looks better at a lower setting. You should adjust this setting based on room lighting and personal preference. Whatever the label, this setting is the actual brightness, which is generally separate from the control labeled “Brightness” (see below). On newer Sony TVs this setting is labeled Brightness, and on Roku TVs there are five settings (Brightest to Darkest) in addition to a backlight control. It’s labeled as the backlight control, or OLED light, or something similar. Nearly all TVs will have some control that adjusts the overall light output of the TV.