Disclosed is a server apparatus. The server apparatus comprises: a communication unit for receiving, from an external server, multiple first viewing log data for each of a plurality of first users using a first broadcast receiving apparatus and multiple user information of each of the plurality of first users; and a processor for updating a predictive model for predicting, from the viewing log data, the number of users using the broadcast receiving apparatus and user information of each of the users, on the basis of the received multiple first viewing log data and the received multiple user information, wherein, when second viewing log data is received from a second broadcast receiving apparatus through the communication unit, the processor predicts, using the updated predictive model, the number of users using the second broadcast receiving apparatus and user information of each of the users.