A content playing apparatus comprising: an output unit including a display and a speaker; a controller configured to: recognize the presence of a plurality of users viewing content output by the output unit based on one or more captured images including the plurality of users; predict ages of the recognized users based on analysis of at least one of a face, a body shape or a voice of the recognized users; select at least one of the recognized users based on the predicted ages; control the output of the content according to a youngest age from among the predicted age of the selected at least one user; characterised in that the controller is further configured to: predict that an additional user not included in the one or more captured images will be added at a later time as a user viewing the content based on analysis of a conversation of at least one user of the plurality of recognized users viewing the content, the conversation including information representing the additional user; and select the at least one user from among the plurality of recognized users and the predicted user. an output unit including a display and a speaker; a controller configured to: recognize the presence of a plurality of users viewing content output by the output unit based on one or more captured images including the plurality of users; predict ages of the recognized users based on analysis of at least one of a face, a body shape or a voice of the recognized users; select at least one of the recognized users based on the predicted ages; control the output of the content according to a youngest age from among the predicted age of the selected at least one user; characterised in that the controller is further configured to: predict that an additional user not included in the one or more captured images will be added at a later time as a user viewing the content based on analysis of a conversation of at least one user of the plurality of recognized users viewing the content, the conversation including information representing the additional user; and select the at least one user from among the plurality of recognized users and the predicted user. recognize the presence of a plurality of users viewing content output by the output unit based on one or more captured images including the plurality of users; predict ages of the recognized users based on analysis of at least one of a face, a body shape or a voice of the recognized users; select at least one of the recognized users based on the predicted ages; control the output of the content according to a youngest age from among the predicted age of the selected at least one user; characterised in that the controller is further configured to: predict that an additional user not included in the one or more captured images will be added at a later time as a user viewing the content based on analysis of a conversation of at least one user of the plurality of recognized users viewing the content, the conversation including information representing the additional user; and select the at least one user from among the plurality of recognized users and the predicted user. characterised in that the controller is further configured to: predict that an additional user not included in the one or more captured images will be added at a later time as a user viewing the content based on analysis of a conversation of at least one user of the plurality of recognized users viewing the content, the conversation including information representing the additional user; and select the at least one user from among the plurality of recognized users and the predicted user.