A display apparatus comprising: a display; a user interface configured to receive a user interaction; and a controller configured to control the display to display a content and a control user interface that is used to control playback of the content, wherein the control UI includes a time bar that is used to control current playback time point of content and at least two preset graphical user interfaces (GUIs) corresponding to at least two scenes of the content on the time bar, characterised in that: each of the at least two preset GUIs includes information about a user preference for a corresponding scene of the content, the user preference being measured based on at least one of social networking service sharing information on each scene of the content and user interaction information indicating the user preference on each scene of the content; the controller is configured to display an indicator on one preset GUI of the at least two preset GUIs, and in response to receiving a user interaction for moving the indicator, move the indicator to another preset GUI of the at least two preset GUIs and jump the current playback time point of the content to the time point at which the another preset GUI is displayed on the time bar, wherein the at least two scenes are determined based on at least one of the user preference being greater than a preset criterion or the user preference increasing more than a preset ratio, and wherein a position at which each of the at least two preset GUIs are displayed on the time bar is discontinuous and the indicator moves only among the at least two preset GUIs according to the user input. a display; a user interface configured to receive a user interaction; and a controller configured to control the display to display a content and a control user interface that is used to control playback of the content, wherein the control UI includes a time bar that is used to control current playback time point of content and at least two preset graphical user interfaces (GUIs) corresponding to at least two scenes of the content on the time bar, characterised in that: each of the at least two preset GUIs includes information about a user preference for a corresponding scene of the content, the user preference being measured based on at least one of social networking service sharing information on each scene of the content and user interaction information indicating the user preference on each scene of the content; the controller is configured to display an indicator on one preset GUI of the at least two preset GUIs, and in response to receiving a user interaction for moving the indicator, move the indicator to another preset GUI of the at least two preset GUIs and jump the current playback time point of the content to the time point at which the another preset GUI is displayed on the time bar, wherein the at least two scenes are determined based on at least one of the user preference being greater than a preset criterion or the user preference increasing more than a preset ratio, and wherein a position at which each of the at least two preset GUIs are displayed on the time bar is discontinuous and the indicator moves only among the at least two preset GUIs according to the user input. each of the at least two preset GUIs includes information about a user preference for a corresponding scene of the content, the user preference being measured based on at least one of social networking service sharing information on each scene of the content and user interaction information indicating the user preference on each scene of the content; the controller is configured to display an indicator on one preset GUI of the at least two preset GUIs, and in response to receiving a user interaction for moving the indicator, move the indicator to another preset GUI of the at least two preset GUIs and jump the current playback time point of the content to the time point at which the another preset GUI is displayed on the time bar, wherein the at least two scenes are determined based on at least one of the user preference being greater than a preset criterion or the user preference increasing more than a preset ratio, and wherein a position at which each of the at least two preset GUIs are displayed on the time bar is discontinuous and the indicator moves only among the at least two preset GUIs according to the user input. wherein the at least two scenes are determined based on at least one of the user preference being greater than a preset criterion or the user preference increasing more than a preset ratio, and wherein a position at which each of the at least two preset GUIs are displayed on the time bar is discontinuous and the indicator moves only among the at least two preset GUIs according to the user input.