A display apparatus comprising: a signal receiver; a display; and a processor configured to: obtain first characteristic information, which is provided according to a plurality of sections (11, 12) of content and corresponds to an image characteristic of a section to be displayed among the plurality of sections (11, 12), from a signal received in the signal receiver, each of the plurality of sections comprising a plurality of image frames, obtain first image-quality setting information for setting image quality of the section based on the obtained first characteristic information, obtain second characteristic information corresponding to an image characteristic of a frame included in the section from the frame, the image characteristic of the frame being the same characteristic as the image characteristic of the section, based on a difference between a value of the first image characteristic information and a value of the second image characteristic information being greater than or equal to a predetermined value, obtain second image-quality setting information for setting image quality of the frame by adjusting the obtained first image-quality setting information based on the obtained second characteristic information, and control the display to display an image of the frame, the image quality of the frame being set based on the obtained second image-quality setting information. a signal receiver; a display; and a processor configured to: obtain first characteristic information, which is provided according to a plurality of sections (11, 12) of content and corresponds to an image characteristic of a section to be displayed among the plurality of sections (11, 12), from a signal received in the signal receiver, each of the plurality of sections comprising a plurality of image frames, obtain first image-quality setting information for setting image quality of the section based on the obtained first characteristic information, obtain second characteristic information corresponding to an image characteristic of a frame included in the section from the frame, the image characteristic of the frame being the same characteristic as the image characteristic of the section, based on a difference between a value of the first image characteristic information and a value of the second image characteristic information being greater than or equal to a predetermined value, obtain second image-quality setting information for setting image quality of the frame by adjusting the obtained first image-quality setting information based on the obtained second characteristic information, and control the display to display an image of the frame, the image quality of the frame being set based on the obtained second image-quality setting information. obtain first characteristic information, which is provided according to a plurality of sections (11, 12) of content and corresponds to an image characteristic of a section to be displayed among the plurality of sections (11, 12), from a signal received in the signal receiver, each of the plurality of sections comprising a plurality of image frames, obtain first image-quality setting information for setting image quality of the section based on the obtained first characteristic information, obtain second characteristic information corresponding to an image characteristic of a frame included in the section from the frame, the image characteristic of the frame being the same characteristic as the image characteristic of the section, based on a difference between a value of the first image characteristic information and a value of the second image characteristic information being greater than or equal to a predetermined value, obtain second image-quality setting information for setting image quality of the frame by adjusting the obtained first image-quality setting information based on the obtained second characteristic information, and control the display to display an image of the frame, the image quality of the frame being set based on the obtained second image-quality setting information.