The present invention provides a display device and a display control method of the display device, so as to improve transmittance of the light emitted from the display device itself in an indoor environment. A display device provided by the present invention includes a display panel and a quarter-wave layer disposed at a light outgoing side of the display panel, the display device further includes: a liquid crystal structure disposed at a side of the quarter-wave layer away from the display panel, the liquid crystal structure presenting a polarization state or a transparent state under different ambient light intensity conditions.