A display apparatus includes a user inputter receiving a user input; a content receiver receiving content data from a content source; a display configured to display an image included in the content data; a sound output configured to output sound included in the content data; and a processor configured to decode the content data into sound data, set a sound parameter according to a result of reinforcement learning about the sound parameter based on the user input, convert the sound data into a sound signal according to the set sound parameter, and control the sound output to output the sound corresponding to the sound signal.