Provided are an apparatus capable of dynamically controlling an image signal and an audio signal of content in units of content and an operating method of the apparatus. The apparatus includes a processor configured to detect characteristic information of an image signal of content based on analyzing the image signal in units of the content, detect characteristic information of an audio signal of the content based on analyzing the audio signal in the units of the content, and control the image signal in the units of the content based on the characteristic information of the image signal and the characteristic information of the audio signal to output the image signal, and control the audio signal in the units of the content based on the characteristic information of the image signal and the characteristic information of the audio signal to output the audio signal.