An example display apparatus includes a communicator configured to receive video content from a video service server through a network and transmit data to the video service server; an image processor configured to decode the video content and output an image frame; and an image display on which the image frame is displayed, wherein the image processor transmits one of a video resolution reduction signal for allowing the video service server to transmit video content having a resolution lower than a reference resolution in response to an increase in traffic of the network and a frame rate reduction signal for allowing the video service server to transmit video content having a frame rate lower than a reference frame rate in response to an increase in traffic of the network.