I've had a 2015 LG OLED (EG9600 / EG960V) for just over a year. Purchased from John Lewis for £2500, about a week before the 6-series came out (E6 launched at £4000).
It's the ZD variant with HDR10 support. The display is used for PC gaming, occasionally console gaming, and as a PC monitor.
I ran it in "Game" mode, with the input label set to PC. OLED light at 50, Sharpness at 0, Color Temp at Warm2.
I use it for around 4 hours a night after work, often doing some overtime (programmer), or gaming, and usually end the evening with a movie or series.
Around October/November, I began to notice image retention even after having the TV off all day. Bloodborne's HUD elements, then desktop icons, even window outlines. This worsened through December, at which point all of my desktop icons, the entire Windows taskbar, and parts of my 50+ desktop wallpapers (which have always been on a short slideshow) were permanently burnt onto the screen.
I contacted John Lewis about this in January, who referred me to LG. They told me that image retention / burn-in was not covered under their warranty, that I had misused the television, and that permanent burn-in is not only possible on "literally any" display, but "impossible" on an OLED display (wat?)
John Lewis assured me they would handle the situation when the TV was out of its 12-month manufacturer warranty period. So I waited.
JL sent an engineer round, who confirmed the issue, and they have now replaced the panel.. except now it's worse. I'm running the display at 0% OLED Light, 80% Contrast, and getting severe image retention over the course of an evening; having the main Skype window up, for example, burns it onto the screen for the rest of the evening in as little as 5 minutes.
They sent the same engineer around again (a whole 3 weeks later) and they're insisting on going ahead with a second panel replacement this week. LG have now accepted responsibility for it, and launched this page:
http://www.lg.com/us/experience-tvs/oled-tv/reliability
After calling to confirm, they now cover burn-in under their manufacturer warranty. I'm fuming.
John Lewis have promised a "like-for-like" replacement on a television of equal value, should the problem resurface. What would you do?