A reel type display device includes a shell with an accommodating space and an opening; a rotation shaft rotatably disposed in the accommodating space; a flexible screen having a connecting end connected to the rotation shaft and a retractable end configured to be retractable relative to the opening; and a driving mechanism, wherein two grooves opposite to each other are formed on an inner surface of the shell and extend along a second direction, and two end portions of the rotation shaft are in sliding fit with the two grooves, respectively. The driving mechanism is configured to drive the rotation shaft to translate along the two grooves according to a retractable state of the flexible screen, so that the portion of the flexible screen unwound from the rotation shaft extends along a first direction, wherein the second direction is perpendicular to a central axis direction of the rotation shaft.