Play content switching method and device and terminal

The invention discloses a play content switching method and device and a terminal. The play content switching method includes determining whether or not a foreground displays content of a designated channel currently; if yes, partially based on the user behavior information relative to the content and/or subtitle character information of the content, judging whether or not the content is advertisement; if yes, switching the content to the background. The embodiment integrates the subtitle character and user behavior to recognize the advertisements, intelligent channel switching is performed according to the recognition result, and accordingly the advertisement is accurately recognized, and product functions are expanded.