Display device and control method thereof

A method of driving a display device including light emitting diodes (LEDs) and a driving integrated circuit (IC) configured to apply a voltage to a group of the LEDs, the method comprising:

• receiving image data;
• identifying a first LED driving voltage to be applied to a first LED from among the LEDs based on analysis of the image data and a reference value;
• and
• controlling the driving IC based on the first LED driving voltage.

A display device comprising:

• a plurality of light emitting diodes (LEDs);
• a driving integrated circuit;
• and
• a timing controller configured to:
• identify a first voltage based on image data corresponding to a first LED from among the plurality of LEDs;
• compare the first voltage with a reference voltage;
• identify the first voltage as a first LED driving voltage based on the first voltage exceeding the reference voltage;
• identify a preset voltage as the first LED driving voltage based on the first voltage being less than or equal to the reference voltage;
• and
• control the first LED and the driving integrated circuit based on the first LED driving voltage.