Disclosed is a buffer controlling apparatus and method using a play time during image transmission. The buffer controlling method using the play time during the image transmission includes controlling a transmission bit rate with respect to packets to be transmitted to a reception buffer based on bit capacity with respect to packets of the reception buffer, controlling a number of transmission frames with respect to the packets to be transmitted to the reception buffer based on a play time with respect to the packets of the reception buffer, and generating the packets to be transmitted corresponding to the transmission bit rate and the number of the transmission frames, and transmitting the generated packets to the reception buffer.