An electronic apparatus comprises a memory configured to store identification information of a content providing apparatus; a display; and at least one processor configured to: control the display to display a first content received from the content providing apparatus, based on a determination that a predetermined event has occurred, transmit the identification information of the content providing apparatus to the server, receive, from the server, user interface (UI) location information corresponding to the identification information, based on reception of a user instruction for changing the displayed first content to a second content, control the display to display the second content, and acquire content information corresponding to the second content based on the received UI location information, wherein the UI location information is acquired from a combined image that includes a plurality of images overlapped and merged into the combined image.