Disclosed is a display apparatus. The display apparatus obtains first characteristic information, which is provided according to a plurality of sections of content and corresponds to an image characteristic of a section to be displayed among the plurality of seconds, from a signal received in the signal receiver, obtains first image-quality setting information for setting image quality of the section based on the obtained first characteristic information, obtains second characteristic information corresponding to an image characteristic of a frame included in the section from the frame, obtains second image-quality setting information for setting image quality of the frame based on the obtained first image-quality setting information and the obtained second characteristic information, and controls the display to display an image of the frame, the image quality of the frame being set based on the obtained second image-quality setting information.