A display apparatus comprising: a first communication unit configured to communicate with a server to receive an interaction request for a user of the display apparatus from one or more other users using other display apparatuses (100-2, 100-3) communicatively coupled to the server ; a second communication unit configured to communicate with an external apparatus configured to provide first content to the display apparatus ; a display configured to display first content received from the external apparatus or second content from other sources different from the external apparatus ; and a controller configured to: control the second communication unit to transmit a first signal to the external apparatus , to turn off the external apparatus when the second content is displayed on the display , control the display to display a User Interface UI on an area of the display in response to receiving the interaction request from the server in a state in which the display displays the second content, and control the second communication unit to transmit a second signal to the external apparatus , to turn on the external apparatus , in response to receiving an instruction from the user of the display apparatus to accept the interaction request on the UI, wherein the interaction request received from the server includes a request to display the first content provided by the external apparatus on the display . a first communication unit configured to communicate with a server to receive an interaction request for a user of the display apparatus from one or more other users using other display apparatuses (100-2, 100-3) communicatively coupled to the server ; a second communication unit configured to communicate with an external apparatus configured to provide first content to the display apparatus ; a display configured to display first content received from the external apparatus or second content from other sources different from the external apparatus ; and a controller configured to: control the second communication unit to transmit a first signal to the external apparatus , to turn off the external apparatus when the second content is displayed on the display , control the display to display a User Interface UI on an area of the display in response to receiving the interaction request from the server in a state in which the display displays the second content, and control the second communication unit to transmit a second signal to the external apparatus , to turn on the external apparatus , in response to receiving an instruction from the user of the display apparatus to accept the interaction request on the UI, wherein the interaction request received from the server includes a request to display the first content provided by the external apparatus on the display . control the second communication unit to transmit a first signal to the external apparatus , to turn off the external apparatus when the second content is displayed on the display , control the display to display a User Interface UI on an area of the display in response to receiving the interaction request from the server in a state in which the display displays the second content, and control the second communication unit to transmit a second signal to the external apparatus , to turn on the external apparatus , in response to receiving an instruction from the user of the display apparatus to accept the interaction request on the UI, wherein the interaction request received from the server includes a request to display the first content provided by the external apparatus on the display . <EOS>