An apparatus and a method for receiving content in a terminal, by which the terminal can receive, with low power consumption, content from an adjacent service provider by using a wireless communication technology. A low-power short-range communication unit; and a controller for controlling the low-power short-range communication unit to broadcast an advertising packet including information of the terminal at regular intervals, and control the low-power short-range communication unit so as to connect to a particular service provider which has scanned the advertising packet. A control operation is then performed so as to receive content from the particular service provider.