New OLED TVs Burn In Just as Fast as 2017 Models — and Brighter Screens Are to Blame

RTings has released the results of a long-term burn-in test on OLED TVs manufactured between 2020 and 2023, and the findings are disappointing for those hoping for significant improvements. Despite advances in panel technology, the newer models show no meaningful reduction in burn-in susceptibility compared to a 2017 LG OLED. The culprit, according to the lab, is the dramatic increase in screen brightness.

The tests measured brightness differences between generations. The average 2023 OLED was 28% brighter than the 2017 model in a 10% SDR window test, and a striking 52% brighter in a sustained full-screen SDR test. While manufacturers have introduced various anti-burn-in features over the years, this higher brightness appears to have offset any potential gains. As RTings puts it, you cannot have your cake and eat it—greater luminance comes at the cost of faster degradation of organic materials.

To simulate real-world usage, the TVs were subjected to thousands of hours of non-stop CNN viewing, with the static news banner at the bottom of the screen remaining present throughout the entire experiment. At the 10,500-hour checkpoint, the banner had burned into the display of the newer models to a noticeable degree. The ghostly image was clearly visible, indicating that even the most recent OLED panels are not immune to this problem when used for prolonged periods with static content.

However, there is a silver lining. All TVs were tested under identical conditions, providing a fair comparison of their longevity. The data suggests that while OLED technology has not regressed, it has also not made the leap forward many consumers expected. For buyers, this means that choosing a brighter OLED TV may come with a trade-off: the risk of burn-in remains as high as ever, especially if the screen is used for news channels, sports tickers, or video game HUDs. Manufacturers will need to find a way to increase brightness without sacrificing panel life if they want to truly solve this issue.