An organic light emitting diode (OLED) display device , comprising: a display panel configured to display an image inputted from an outside, wherein the display panel includes a plurality of pixels each having a red sub-pixel, a green sub-pixel, a blue sub-pixel, and a white sub-pixel; and a controller configured to: obtain a second red data value, a second green data value, a second blue data value, and a white data value of a pixel based on a first red data value, a first green data value, and a first blue data value of a respective pixel in the image inputted from the outside; apply the second red data value to the red sub-pixel, the second green data value to the green sub-pixel, the second blue data value to the blue sub-pixel, and the white data value to the white sub-pixel of the respective pixel; and adjust the white data value if a same data value is applied to at least one of the red, green, blue, and white sub-pixels of the pixel for a predetermined time, characterized in that : when the same data value is applied to at least one of the red, green, blue, and white sub-pixels of each pixel in a unit of four pixels for the predetermined period of time, the controller is further configured to: sequentially adjust, after a predetermined period of time (t1) the white data value of a pixel in the unit of four pixels. a display panel configured to display an image inputted from an outside, wherein the display panel includes a plurality of pixels each having a red sub-pixel, a green sub-pixel, a blue sub-pixel, and a white sub-pixel; and a controller configured to: obtain a second red data value, a second green data value, a second blue data value, and a white data value of a pixel based on a first red data value, a first green data value, and a first blue data value of a respective pixel in the image inputted from the outside; apply the second red data value to the red sub-pixel, the second green data value to the green sub-pixel, the second blue data value to the blue sub-pixel, and the white data value to the white sub-pixel of the respective pixel; and adjust the white data value if a same data value is applied to at least one of the red, green, blue, and white sub-pixels of the pixel for a predetermined time, characterized in that : when the same data value is applied to at least one of the red, green, blue, and white sub-pixels of each pixel in a unit of four pixels for the predetermined period of time, the controller is further configured to: sequentially adjust, after a predetermined period of time (t1) the white data value of a pixel in the unit of four pixels. obtain a second red data value, a second green data value, a second blue data value, and a white data value of a pixel based on a first red data value, a first green data value, and a first blue data value of a respective pixel in the image inputted from the outside; apply the second red data value to the red sub-pixel, the second green data value to the green sub-pixel, the second blue data value to the blue sub-pixel, and the white data value to the white sub-pixel of the respective pixel; and adjust the white data value if a same data value is applied to at least one of the red, green, blue, and white sub-pixels of the pixel for a predetermined time, characterized in that : when the same data value is applied to at least one of the red, green, blue, and white sub-pixels of each pixel in a unit of four pixels for the predetermined period of time, the controller is further configured to: sequentially adjust, after a predetermined period of time (t1) the white data value of a pixel in the unit of four pixels. <EOS>