Disclosed are a method and apparatus for recommending personalized content in an Internet Protocol Television (IPTV) service environment. The content recommending method includes: acquiring a user's viewing history information regarding broadcasting content; analyzing the user's preference for each content item based on the user's viewing history information; creating a list of recommended content items based on the analysis of the user's preference; and providing the list of recommended content items to the user's terminal. Accordingly, it is possible to recommend personalized content according to users' preference.