A display apparatus comprising: a sensor; a housing comprising a storage space inside the housing; a display configured to be stored in the storage space inside the housing and to be moved into and out of the housing through an opening of the housing, the display having a display area for displaying contents; an actuator configured to move the display into and out of the housing through the opening; and one or more processors configured to: identify a size of a portion of the display area to be disposed outside the housing and a display size of image content to be displayed on the portion of the display area, based on a viewing distance of a user sensed through the sensor and an aspect ratio of the image content, control the actuator to move the display into or out of the housing through the opening based on the size of the portion of the display area, and control the display to display the image content based on the identified display size of the image content, characterised in that the one or more processors are further configured to: identify an appropriate field of view, FOV, for the image content based on a type of the image content and the viewing distance of the user, and identify the size of the portion of the display area and the display size of the image content further based on the identified FOV for the image content. a sensor; a housing comprising a storage space inside the housing; a display configured to be stored in the storage space inside the housing and to be moved into and out of the housing through an opening of the housing, the display having a display area for displaying contents; an actuator configured to move the display into and out of the housing through the opening; and one or more processors configured to: identify a size of a portion of the display area to be disposed outside the housing and a display size of image content to be displayed on the portion of the display area, based on a viewing distance of a user sensed through the sensor and an aspect ratio of the image content, control the actuator to move the display into or out of the housing through the opening based on the size of the portion of the display area, and control the display to display the image content based on the identified display size of the image content, characterised in that the one or more processors are further configured to: identify an appropriate field of view, FOV, for the image content based on a type of the image content and the viewing distance of the user, and identify the size of the portion of the display area and the display size of the image content further based on the identified FOV for the image content. identify a size of a portion of the display area to be disposed outside the housing and a display size of image content to be displayed on the portion of the display area, based on a viewing distance of a user sensed through the sensor and an aspect ratio of the image content, control the actuator to move the display into or out of the housing through the opening based on the size of the portion of the display area, and control the display to display the image content based on the identified display size of the image content, characterised in that the one or more processors are further configured to: identify an appropriate field of view, FOV, for the image content based on a type of the image content and the viewing distance of the user, and identify the size of the portion of the display area and the display size of the image content further based on the identified FOV for the image content. identify an appropriate field of view, FOV, for the image content based on a type of the image content and the viewing distance of the user, and identify the size of the portion of the display area and the display size of the image content further based on the identified FOV for the image content.