ProArt Display PA27USD

Professional color monitors have traditionally focused on accurate color reproduction and HDR support, resulting in a typical refresh rate of only 60Hz. Video editors and animators, however, require high refresh rates for smooth motion verification, but monitors that meet this need (primarily gaming monitors) often lack color accuracy.

Furthermore, reference monitors in the film and broadcasting industries are large and expensive (tens of thousands of dollars), making them inaccessible to small studios and freelancers. As HDR content creation increases, the demand for accurate HDR monitors with brightness levels of 1000 nits or higher has grown, but there are few compact products that offer such performance.

Moreover, precise color correction requires the use of separate calibrators and complicated procedures. In broadcasting environments, monitors that support SDI signal input are rare, necessitating the use of expensive converters. In short, there was a gap in the market for a "small but all-inclusive" creator monitor.

The PA27USD implements all the advantages of an OLED panel and the latest specifications in a 26.5-inch (27-inch class) size. First, it features a 4K UHD resolution, a 240Hz refresh rate, and a 0.1ms response time, allowing for accurate verification of smooth movements when working with motion graphics or game development.

Its HDR performance is also excellent, with a peak brightness of up to 1000 nits (3% window), exceeding VESA DisplayHDR True Black 400 certification levels, and providing near-reference-grade brightness reaching up to 1200 nits when needed. It achieves color accuracy of ΔE<1 at the time of factory initial calibration and supports 99% of the DCI-P3 color gamut, enabling broadcast-standard colors without additional calibration.

To ensure long-term accuracy for users, the monitor has a built-in color sensor that can perform automatic calibration periodically. This calibrator is hidden inside the monitor and pops up to measure colors when activated, allowing for easy color management without additional equipment.

In terms of connectivity, it boasts the best specifications in its class, including the latest Thunderbolt 4 (96W PD), HDMI 2.1, and DP 2.1 ports, as well as a 12G-SDI port, which is rare in general PC monitors. This allows direct display of broadcast SDI signals without a converter, making it immediately usable as a monitor in production environments.

In addition, the ergonomic stand and quick-release short-foot design increase desk space utilization, and it supports three installation methods: a standard stand, a low foot stand, and VESA arm mounting, making it adaptable to any work environment.

Finally, energy efficiency is also considered. Despite being an OLED with this level of performance, it has received EPEAT Gold and Energy Star 8.0 certifications, meeting eco-friendly and low-power requirements. In short, the PA27USD is an all-in-one professional display that combines the color accuracy/HDR of existing creator monitors, the high refresh rate of gaming monitors, the SDI compatibility of broadcast monitors, and the convenience of a calibrator.

Video and video production professionals (B2B and Prosumer)This is the core customer base. For example, film editing rooms, OTT content studios, and animation/VFX studios will adopt this monitor for editing and color grading.

Broadcasting stations and OB vans are also suitable for monitoring purposes due to SDI input support. Some individual creators or high-end gamers (B2C) who want the highest specifications may also purchase it, but in terms of price and functionality, it is expected to be mainly used by corporate/professional users.

In summary, B2B (studios, corporations) demand will lead, followed by personal equipment demand from some freelance professionals.

While this product itself targets a niche market for professionals, it will be supplied globally through ASUS's ProArt lineup to meet demand.

In the long term, this technology may be accumulated and some technologies may trickle down to general consumer monitors (e.g., high refresh rate OLED, automatic calibrator, etc.). There is also room for entry into specialized industries such as broadcasting and medical care with derivative models.

However, since the market size is limited to the high-end market, sales will not be explosively large. Nevertheless, it is a high value-added product that contributes to enhancing the ASUS brand image and the profitability of the monitor business, and secures technological leadership compared to competitors.

There are no particular regulatory or environmental restrictions, and rather, it meets the eco-friendly standards of each country, which is an advantage in public bidding. Therefore, it is expected to enjoy steady demand in the global professional market.

It received the Innovation Award in the "Imaging" category at CES 2026, recognizing its innovation as a professional display. At the event, it was praised as *"reference monitor-level performance in a small form factor,"* and industry officials were particularly surprised by the inclusion of the SDI port – with reactions such as, "Seeing broadcast equipment directly on a desk monitor."

TechRadar Pro referred to this product as a *"game-changer that will change creative editing settings,"* introducing that it includes everything such as 1200 nit brightness, SDI, and TB4.

In the creator community, it was praised as *"capturing both color and speed with a 240Hz OLED in a 27-inch display,"* but at the same time, there were realistic expectations that *"the price range will be considerable"* (although the official price has not yet been announced, it is likely to be in the millions of won for professional use).

Overall, there is great positive expectation that *"it is now possible to work in a personal studio without envying a large reference monitor,"* and ASUS is being praised for demonstrating its technological prowess in the pro-display field. The technological completeness is very high as demonstrated, and it is expected to be released as early as mid-2026, and it is recognized as an innovative work that combines the advantages of several existing monitors without any particular exaggeration.