A display apparatus comprising: a camera; a video reception unit to receive an input video; a flexible display module; and a controller configured to: detect location of a user based on a video of the user photographed by the camera, in case that the display module is curved with uniform curvature and the user is located at a position corresponding to a central concave area of the curved display module, change luminance of the input video such that a first luminance level of areas (A1, A2) adjacent to the central area is greater than a second luminance level of the central area, and a third luminance level of areas (B1, B2) adjacent to the areas (A1, A2) is greater than the first luminance level of the areas (A1, A2), and display the input video based on the changed luminance, in case that the display module is curved with uniform curvature and the user has moved to the left by a first distance from the central concave area, change luminance of the input video such that the area corresponding to the location of the user is set to the second luminance level, the area and the central area symmetric with respect to the area is set to the first luminance level greater than the second luminance level, wherein the controller is configured to change luminance of the input video further based on the overall luminance level of the input video, wherein an increment of luminance level per area in case of the overall luminance level of the input video being a first level higher than a second level is smaller than an increment of luminance level per area in case of the overall luminance level of the input video being the second level. a camera; a video reception unit to receive an input video; a flexible display module; and a controller configured to: detect location of a user based on a video of the user photographed by the camera, in case that the display module is curved with uniform curvature and the user is located at a position corresponding to a central concave area of the curved display module, change luminance of the input video such that a first luminance level of areas (A1, A2) adjacent to the central area is greater than a second luminance level of the central area, and a third luminance level of areas (B1, B2) adjacent to the areas (A1, A2) is greater than the first luminance level of the areas (A1, A2), and display the input video based on the changed luminance, detect location of a user based on a video of the user photographed by the camera, in case that the display module is curved with uniform curvature and the user is located at a position corresponding to a central concave area of the curved display module, change luminance of the input video such that a first luminance level of areas (A1, A2) adjacent to the central area is greater than a second luminance level of the central area, and a third luminance level of areas (B1, B2) adjacent to the areas (A1, A2) is greater than the first luminance level of the areas (A1, A2), and display the input video based on the changed luminance, in case that the display module is curved with uniform curvature and the user has moved to the left by a first distance from the central concave area, change luminance of the input video such that the area corresponding to the location of the user is set to the second luminance level, the area and the central area symmetric with respect to the area is set to the first luminance level greater than the second luminance level, wherein the controller is configured to change luminance of the input video further based on the overall luminance level of the input video, wherein an increment of luminance level per area in case of the overall luminance level of the input video being a first level higher than a second level is smaller than an increment of luminance level per area in case of the overall luminance level of the input video being the second level.