LCD vs. OLED: who wins?' is a heated debatable question. Each technology has its own pros and cons. We review recent advances in liquid crystal displays (LCDs) from three performance metrics: response time, contrast ratio, and viewing angle, which determine the final-perceived image quality. To enhance LCD performance, ultra-low viscosity materials, quantum dots, and new device structures have been explored, and their working mechanisms investigated. Another round of LCD innovation is around the corner.