According to an aspect, a display apparatus includes: a first light-transmissive substrate; a second light-transmissive substrate facing the first light-transmissive substrate; a liquid crystal layer sealed between the first light-transmissive substrate and the second light-transmissive substrate, and including polymer dispersed liquid crystal; at least one light-emitting device facing at least one of a side surface of the first light-transmissive substrate or a side surface of the second light-transmissive substrate; and a display controller configured to perform control so as to reduce power consumption based on a signal, the signal being in accordance with a signal of external light intensity information supplied from an external light setting device.