An organic light emitting diode display device includes a display unit including pixels including an organic light emitting diode, and a controller configured to divide a frame of a video into a plurality of blocks each including one or more pixels, sense a luminance value and a color value of each of the plurality of blocks, extract a fixed region including one or more blocks of the plurality of blocks based on the sensed luminance value and the sensed color value, and control a luminance value of one or more pixels included in the extracted fixed region and a current applied to the one or more pixels based on pixel data of the one or more pixels.