A contents providing apparatus and method is provided. A contents providing apparatus based on a mobile communication network, the contents providing apparatus including: a receiving unit receiving contents and contents providing area information of the contents from a contents provider, the contents providing area information being information about an area where the contents is provided; an area group setting unit retrieving at least one cell based on the contents providing area information, and setting the retrieved at least one cell as a contents providing area group of the contents; and a transmitting unit transmitting the contents to the set contents providing area group.