A content providing apparatus, system, and method for recommending content. The method includes: receiving user information from a display apparatus; determining whether a terminal apparatus of a user is registered, based on the received user information; when the terminal apparatus is determined to be registered, determining whether recommended content for the user exists, based on pattern information about content usage of the user and content information; and when the recommended content for the user is determined to exist, transmitting a notification message for the recommended content to the terminal apparatus. Therefore, utilization of a notification service for recommended content is further improved.