Provided are a method and apparatus for inserting second contents stored in a storage medium of a host while first contents input from an external provider are played includes: searching, by a searching unit, for the second contents using location information which indicates a location of the second contents stored in the storage medium; detecting, by a signal information detecting unit, signaling information from the first contents, the signaling information indicating a section in the first contents in which insertion of the second contents is allowed; and playing, by a playing unit, the searched, second contents in the allowed section of the first contents which are being played, based on the signaling information.