Display apparatus, content recognizing method thereof, and non-transitory computer readable recording medium

A display apparatus, a content recognizing method thereof, and a non-transitory computer readable recording medium are provided. The display apparatus includes a display, a memory configured to store information regarding a fingerprint which is generated by extracting a characteristic of a content, and a content corresponding to the fingerprint, a communication device configured to communicate with a server, and at least one processor configured to extract a characteristic of a screen of a content currently reproduced on the display and generate a fingerprint, to search presence/absence of a fingerprint matching the generated fingerprint in the memory, and, based on a result of the searching, to determine whether to transmit a query comprising the generated fingerprint to the server to request information on the currently reproduced content.