Provided are a method and apparatus for allocating differential bandwidth for each screen region by using image complexity information. According to an embodiment, a method and apparatus for receiving streaming data request a server for information relating to content to differentially determine quality of a plurality of regions divided from a predetermined frame of the content according to a network state; among at least one segment for each region encoded with at least one quality for each of the plurality of regions, receive a segment for each region encoded according to the quality for each region determined based on the information relating to the content from the server over a network; generate a reconstruction image for each region by decoding the segment for each region; and merge and render the reconstruction image for each region.