In general, the subject matter described in this disclosure can be embodied in methods, systems, and program products for modifying usage of display device pixels. A computing system monitors usage of a plurality of pixels of a display device and determines a target usage level. The computing system identifies that a usage level of a first pixel does not satisfy the target usage level and selects an occasion at which to present the first pixel in a frame to be presented by the display device with an increased intensity with respect to an original intensity that was specified for the first pixel by the frame. The computing system activates the first pixel at the increased intensity during presentation by the display device of the frame.