A method of a broadcast receiving device to receive broadcast service includes: receiving a broadcast table; receiving service signaling data corresponding to a service object; determining a consumption model of the service object on the basis of the service signaling data; receiving a content item configuring the service object on the basis of the service signaling data when the consumption model is a predetermined consumption model; displaying a guide on content on the basis of the broadcast table or the service signaling data; identifying one of the received content item according to an additional information request on the content; and controlling the guide on the basis of the identified content item.