TCL GROUP
TCL Innovation
Beyond the Screen: How Daily Use Is Redefining Display Innovation
Why the next era of display innovation is being shaped by how people actually live with screens
Across Europe and around the world, screens have become constant companions. They wake us up, guide us through work, support learning, enable travel, translate languages, connect us to others and, at the end of the day, still bring cinema into our living rooms. People no longer experience displays in isolated moments—they move between them throughout the day, across devices, environments and use cases.
This reality is fundamentally reshaping display technology.
Few companies are as well positioned to respond to this shift as TCL. The company recognised early the importance of digital wellbeing as a defining expectation in modern display technology, drawing on long-term display research, vertical integration and scalable innovation across product categories.
This reality is fundamentally reshaping display technology.
Few companies are as well positioned to respond to this shift as TCL. The company recognised early the importance of digital wellbeing as a defining expectation in modern display technology, drawing on long-term display research, vertical integration and scalable innovation across product categories.
When Screens Become Continuous, Innovation Changes
For years, progress in displays was measured by visible gains: resolution, brightness, refresh rate and size. These benchmarks still matter, especially as displays grow larger and more ambitious. At the same time, they represent only part of a broader story.
As screens evolve from occasional use to a constant presence, the experience also shifts. Glare in bright environments, fatigue during long reading sessions and the friction of switching between devices move into focus as everyday considerations.
As screens evolve from occasional use to a constant presence, the experience also shifts. Glare in bright environments, fatigue during long reading sessions and the friction of switching between devices move into focus as everyday considerations.
This is where TCL’s long-term approach to display technology provides a strong foundation. According to OMDIA [1], TCL ranked No.1 globally in Mini LED TV shipments in 2025, maintaining leadership in the category for a second consecutive year. TCL also ranked No.1 worldwide in 75-inch-and-above TV shipments [2] and has led global Google TV shipments for five consecutive years from 2021 to 2025 [3], reflecting the company’s continued strength across large-screen and connected TV categories.
For TCL, that scale reflects not only long-term display expertise, but also the ability to respond quickly to changing consumer expectations and translate innovation into experiences that reflect how people use screens in everyday life.
For TCL, that scale reflects not only long-term display expertise, but also the ability to respond quickly to changing consumer expectations and translate innovation into experiences that reflect how people use screens in everyday life.
The way people live with screens has fundamentally changed. Performance remains essential, while consumers now expect displays to feel more natural, adaptable and comfortable throughout the day. At TCL, we recognised early that innovation could no longer focus only on specifications. It also needed to support how people work, read, watch and connect across everyday life.
NXTPAPER: Designing for Real-World Use
The TCL NXTPAPER technology builds on a clear understanding of how people use screens today: as constant companions that need to support visual comfort over time.
NXTPAPER is engineered at the display level to reduce glare, limit harmful blue light at the hardware source and support a more comfortable viewing experience during extended use. These are direct responses to how people engage with personal screens throughout the day. Features such as the NXTPAPER Key, designed to help users switch more easily between smartphone and distraction-reduced reading experiences, reflect this broader focus on adaptable, real-world usage.
With NXTPAPER now integrated with AMOLED, TCL brings visual comfort together with the colour, contrast and responsiveness users expect from advanced displays—making it an integral dimension of overall display performance. NXTPAPER devices are also supported by recognised third-party certifications including TÜV Rheinland, SGS and Eyesafe, reinforcing TCL’s focus on measurable visual comfort and long-term usability. TCL’s NXTPAPER technologies have additionally received recognition across the industry for advancing eye-comfort and paper-like display experiences.
NXTPAPER is engineered at the display level to reduce glare, limit harmful blue light at the hardware source and support a more comfortable viewing experience during extended use. These are direct responses to how people engage with personal screens throughout the day. Features such as the NXTPAPER Key, designed to help users switch more easily between smartphone and distraction-reduced reading experiences, reflect this broader focus on adaptable, real-world usage.
With NXTPAPER now integrated with AMOLED, TCL brings visual comfort together with the colour, contrast and responsiveness users expect from advanced displays—making it an integral dimension of overall display performance. NXTPAPER devices are also supported by recognised third-party certifications including TÜV Rheinland, SGS and Eyesafe, reinforcing TCL’s focus on measurable visual comfort and long-term usability. TCL’s NXTPAPER technologies have additionally received recognition across the industry for advancing eye-comfort and paper-like display experiences.
A Dual Engine: Thoughtful Innovation Across Screens
Television remains one of the clearest expressions of TCL’s display leadership, driven by continued investment in Mini LED technology and ultra‑large screen innovation at scale.
Our approach is centred on applying the right technologies to the right use cases. Different display technologies serve different needs, and the priority is understanding which innovations genuinely enhance the viewing experience in everyday life. The focus is not only on developing advanced technologies, but also on scaling them in a way that brings meaningful improvements to a broader audience.
Leading the Next Phase of Display Innovation
Displays continue to become brighter, sharper and more capable, while expectations evolve. Performance remains essential, alongside a growing focus on comfort, adaptability and long-term usability as screens integrate more naturally into everyday life—across work, entertainment and communication.
For TCL, this means advancing display technology that balances performance, comfort, and usability—grounded in how people experience screens in everyday life, while setting new standards in display innovation.
For TCL, this means advancing display technology that balances performance, comfort, and usability—grounded in how people experience screens in everyday life, while setting new standards in display innovation.