A display apparatus includes: a display; a receiver configured to receive data of main content from a content provider; and a processor configured to control the receiver to receive image data and reference information about whether sub content is involved along with main content in the image data, control the display to display an image of the main content and the sub content selectively involved in the main content based on the image data received in the receiver, and make the image be displayed by one image process selected corresponding to whether the sub content is involved in the image based on the reference information among a plurality of image processes.