DISPLAY APPARATUS, CONTENT RECOGNIZING METHOD THEREOF, AND NON-TRANSITORY COMPUTER READABLE RECORDING MEDIUM

A display apparatus and a method for recognizing a content thereof are provided. The display apparatus includes a display; a memory storing a fingerprint which is obtained based on a characteristic of a content, and information regarding the content corresponding to the fingerprint; a transceiver; and at least one processor configured to: obtain a fingerprint based on a characteristic of a screen of a content currently reproduced on the display, search presence/absence of a stored fingerprint matching the obtained fingerprint in the memory, identify, based on a result of the searching, whether to transmit a query comprising the obtained fingerprint to a server through the transceiver to request information on the currently reproduced content, identify a type of the currently reproduced content using a data recognition model that uses the obtained fingerprint, and change a content recognition period based on the identified type of the currently reproduced content.