Method and apparatus for recognizing user to provide personalized guide, content and services, and targeted advertisement without intentional user registration

A method and an apparatus for recognizing different users in a household without having the users to register or enroll their biometric features are provided. The apparatus may leverage sensors integrated with a remote control device or connected to a media device and create pseudo-identity of a user when the user is consuming the content services from media device. When pseudo-identity is created, user's content preference, user's viewing habit, and user's viewing behavior with respect to the content, may be associated with more than one pseudo-identity to better identify the same user. In subsequent usage, personalized services, such as personalized guide & programs, user-selected preferences, targeted advertisement, or content recommendation, may be provided by service provider to user in a subtle and natural manner.