An electronic device, comprising: a communicator capable of communicating with a server; a memory configured to store instructions; and at least one processor electrically coupled with the communicator and the memory, wherein the memory is configured to, based on executing the electronic device, store instructions set to cause the at least one processor to: capture an image of a content; identify whether a character area is present in the captured image; based on identifying that the character area is in the captured image, identify a character included in the character area, transmit the identified character to a first server, and receive content recognition information matching the identified character from the first server through the communicator; based on identifying that the character area is not included in the captured image, extract a finger print from the captured image, transmit the extracted finger print to a second server, and receive content recognition information matching the extracted finger print from the second server through the communicator; and store at least one from among the content recognition information matching the identified character and the content recognition information matching the finger print in the memory. a communicator capable of communicating with a server; a memory configured to store instructions; and at least one processor electrically coupled with the communicator and the memory, wherein the memory is configured to, based on executing the electronic device, store instructions set to cause the at least one processor to: capture an image of a content; identify whether a character area is present in the captured image; based on identifying that the character area is in the captured image, identify a character included in the character area, transmit the identified character to a first server, and receive content recognition information matching the identified character from the first server through the communicator; based on identifying that the character area is not included in the captured image, extract a finger print from the captured image, transmit the extracted finger print to a second server, and receive content recognition information matching the extracted finger print from the second server through the communicator; and capture an image of a content; identify whether a character area is present in the captured image; based on identifying that the character area is in the captured image, identify a character included in the character area, transmit the identified character to a first server, and receive content recognition information matching the identified character from the first server through the communicator; based on identifying that the character area is not included in the captured image, extract a finger print from the captured image, transmit the extracted finger print to a second server, and receive content recognition information matching the extracted finger print from the second server through the communicator; and store at least one from among the content recognition information matching the identified character and the content recognition information matching the finger print in the memory.