A display apparatus is provided. The display apparatus according to an embodiment includes a display, a memory configured to store UI pattern information, a communication interface comprising communication circuitry, and a processor configured to control the display apparatus to obtain identification information indicating a type of changed multimedia content from the memory based on UI pattern information obtained from the changed multimedia content based on an event that changes a multimedia content output through the display occurring, control the communication interface to: transmit the identification information and fingerprint obtained from the changed multimedia content to a server, and receive content information corresponding to the fingerprint obtained based on the identification information from the server.