Provided is a method, performed by a terminal, of providing content includes determining whether at least one content is included in preference content, based on information about the at least one content provided to the terminal and preference information of a user of the terminal about content; content, which is not included in the preference content, is present in the at least one content, transmitting, to a server, a request to change the first content to second content included in the preference content based on previously stored information about the preference content; and outputting the second content received from the server, in response to the request.