A method of receiving streaming data at a streaming data receiving apparatus, the method comprising: requesting a server for additional information to differentially determine a quality for each of a plurality of regions divided from a predetermined frame of content, the additional information comprising: importance information with respect to the plurality of regions, the importance information comprising complexity information indicative of a complexity of the content included within each region, the complexity represented using a calculated quantitative relationship between pixels with respect to the region, wherein a region of flat pixel arrangement has a low complexity and a region of irregular pixel arrangement has a high complexity, and segment information relating to content, wherein the segment information comprises quality information of at least one segment for each region and location information of at least one segment for each region within the predetermined frame, wherein a segment is a region divided from a predetermined frame of content and is encoded with a predetermined quality; inspecting a state of the network; receiving the requested additional information; differentially determining (1426, 1427) a quality for each of the plurality of regions according to the received importance information, the received segment information relating to content, and the state of the network by distributing available bandwidth of the network to the respective regions according to the importance information of each region, such that a high quality is determined for a high complexity region and a low quality is determined for a low complexity region; requesting a segment for each region from among at least one segment available for each region based on the differentially determined quality for each of the plurality of regions, the at least one segment available for each region encoded with at least one quality; receiving the requested segment for each region, wherein the received segment for each region is encoded according to the determined quality for each region; generating a reconstruction image for each region by decoding the received segment for each region; and merging and rendering the reconstruction image for each region. requesting a server for additional information to differentially determine a quality for each of a plurality of regions divided from a predetermined frame of content, the additional information comprising: importance information with respect to the plurality of regions, the importance information comprising complexity information indicative of a complexity of the content included within each region, the complexity represented using a calculated quantitative relationship between pixels with respect to the region, wherein a region of flat pixel arrangement has a low complexity and a region of irregular pixel arrangement has a high complexity, and segment information relating to content, wherein the segment information comprises quality information of at least one segment for each region and location information of at least one segment for each region within the predetermined frame, wherein a segment is a region divided from a predetermined frame of content and is encoded with a predetermined quality; importance information with respect to the plurality of regions, the importance information comprising complexity information indicative of a complexity of the content included within each region, the complexity represented using a calculated quantitative relationship between pixels with respect to the region, wherein a region of flat pixel arrangement has a low complexity and a region of irregular pixel arrangement has a high complexity, and segment information relating to content, wherein the segment information comprises quality information of at least one segment for each region and location information of at least one segment for each region within the predetermined frame, wherein a segment is a region divided from a predetermined frame of content and is encoded with a predetermined quality; inspecting a state of the network; receiving the requested additional information; differentially determining (1426, 1427) a quality for each of the plurality of regions according to the received importance information, the received segment information relating to content, and the state of the network by distributing available bandwidth of the network to the respective regions according to the importance information of each region, such that a high quality is determined for a high complexity region and a low quality is determined for a low complexity region; requesting a segment for each region from among at least one segment available for each region based on the differentially determined quality for each of the plurality of regions, the at least one segment available for each region encoded with at least one quality; receiving the requested segment for each region, wherein the received segment for each region is encoded according to the determined quality for each region; generating a reconstruction image for each region by decoding the received segment for each region; and merging and rendering the reconstruction image for each region.