A display device is disclosed. According to the present invention, a display device comprises: a sensor; a display; a storage unit in which history information on content provided by the display device is stored; and a processor for acquiring, through the sensor, information on the distance between a user and the display device if a preset event occurs, displaying a background screen in the display if the user is identified, on the basis of the acquired information, as existing in a first region among a plurality of regions classified according to the distance from the display device, providing content on the basis of first history information if the user is identified, on the basis of the acquired information, as existing in a second region among the plurality of regions, and providing content on the basis of second history information if the user is identified, on the basis of the acquired information, as existing in a third region among the plurality of regions, wherein the first history information can include information on content provided by the display device during the existence of the user in the second region, and the second history information can include information on content provided by the display device during the existence of the user in the third region. The display device can provide content by using an artificial intelligence (AI) model having been taught according to at least one of machine learning, neural network and deep learning algorithms, in the providing the content.