According to one embodiment, a content providing system of a terminal in a content providing system, a content server is requested to provide specific content. The specific content and a reward item associated with the specific content are received from the content server. A reward item list representing reward items associated with content having content providers different from each other is generated. The reward item list is displayed. Multiple content are received from a plurality of content providers. A corresponding reward item is determined for each received content. A specific content provide request is received from the terminal. The requested content and a reward item corresponding to the requested content are then transmitted to the terminal.