A flexible display apparatus comprising: a display unit; a sensor configured to sense a bending of the display unit; a communicator configured to communicate with an external apparatus; and a controller configured to control the display unit to: based on the flexible display apparatus performing a video call with the external apparatus, display a first contents on a screen of the display unit, wherein the first contents include a video call image; upon the sensor sensing a bending of the display unit by or above a certain angle, divide the screen into a first area and a second area; display the first contents on the first area of the screen and display a second contents on the second area of the screen, wherein the second contents include an object for sharing with the external apparatus of the video call, wherein the controller is further configured to: based on a user input for selecting the object on the second area and dragging the selected object to the first area, control the communicator to transmit a content corresponding to the selected object to the external apparatus, based on receiving an object from the external apparatus, control the display unit to display the received object on the second area of the screen, and wherein the second area is an area to control the object for sharing with the external apparatus and to display the received object. a display unit; a sensor configured to sense a bending of the display unit; a communicator configured to communicate with an external apparatus; and a controller configured to control the display unit to: based on the flexible display apparatus performing a video call with the external apparatus, display a first contents on a screen of the display unit, wherein the first contents include a video call image; upon the sensor sensing a bending of the display unit by or above a certain angle, divide the screen into a first area and a second area; display the first contents on the first area of the screen and display a second contents on the second area of the screen, wherein the second contents include an object for sharing with the external apparatus of the video call, wherein the controller is further configured to: based on a user input for selecting the object on the second area and dragging the selected object to the first area, control the communicator to transmit a content corresponding to the selected object to the external apparatus, based on receiving an object from the external apparatus, control the display unit to display the received object on the second area of the screen, and wherein the second area is an area to control the object for sharing with the external apparatus and to display the received object. based on the flexible display apparatus performing a video call with the external apparatus, display a first contents on a screen of the display unit, wherein the first contents include a video call image; upon the sensor sensing a bending of the display unit by or above a certain angle, divide the screen into a first area and a second area; display the first contents on the first area of the screen and display a second contents on the second area of the screen, wherein the second contents include an object for sharing with the external apparatus of the video call, wherein the controller is further configured to: based on a user input for selecting the object on the second area and dragging the selected object to the first area, control the communicator to transmit a content corresponding to the selected object to the external apparatus, based on receiving an object from the external apparatus, control the display unit to display the received object on the second area of the screen, and wherein the second area is an area to control the object for sharing with the external apparatus and to display the received object. based on a user input for selecting the object on the second area and dragging the selected object to the first area, control the communicator to transmit a content corresponding to the selected object to the external apparatus, based on receiving an object from the external apparatus, control the display unit to display the received object on the second area of the screen, and wherein the second area is an area to control the object for sharing with the external apparatus and to display the received object.