A video coder is configured to encode video data, wherein one or more pixels of the encoded video data is used to signal in-band a luminance adjustment value for configuring an overall luminance of the displayed video data. In addition, the video data for pixels of the video data are scaled based upon the luminance adjustment value to compensate for the changed overall luminance. By signaling the luminance adjustment value in-band as part of the encoded video data, the need for a separate control channel is reduced, while also simplifying synchronization between the luminance adjustment value and the frame of video data to which it applies. The display may extract and parse the signaled luminance adjustment value to control a parameter of the display device (e.g., driving voltage, supply current, duty cycle, etc.) to achieve the overall luminance level indicated by the luminance adjustment value.