An electronic apparatus and an operating method thereof are provided. The electronic apparatus includes: a communication interface comprising communication circuitry; a display; a memory configured to store one or more instructions; and a processor configured to execute the one or more instructions, the instructions, when executed by the processor, cause the electronic apparatus to: transmit, to an external server, information for recognition of content displayed on the display, receive, from the external server, address information of replacement content to be displayed in a replacement slot including a section between the content and next content displayed next to the content in response to the transmission of the information, increase a display time of one or more frames included in the replacement content when length of the replacement content is less than length of the replacement slot, and remove one or more frames included in the replacement content when the length of the replacement content is greater than the length of the replacement slot.