A display assembly includes a display panel and at least one optical film group each disposed on a display surface. Each optical film group includes a quarter-wave plate, a reflective polarizer and an absorbing polarizer. The reflective polarizer includes a reflective portion capable of allowing light with a polarization direction parallel to a polarization axis of the reflective polarizer to pass through and reflecting light with a polarization direction perpendicular to the polarization axis. An orthographic projection of an effective light-emitting area of at least one sub-pixel is substantially within an orthographic projection of the reflective portion. The absorbing polarizer is capable of allowing light with a polarization direction parallel to a polarization axis of the absorbing polarizer to pass through and absorbing light with a polarization direction perpendicular to the polarization axis. The polarization axis of the reflective polarizer is parallel to the polarization axis of the absorbing polarizer.