A display apparatus, including a display configured to display an image, at least one sensor configured to generate sensing data relating to a position of a user with respect to the display apparatus, a memory configured to store background image data relating to a background image of a background area behind the display, and a processor configured to generate a content screen based on the background image data and the sensing data and control the display to display generated content screen, wherein the content screen includes at least one graphic object disposed on the background image, and wherein at least one from among the background image and the at least one graphic object are changed in response to a change of the sensing data.