An apparatus for outputting a content to a display, including a communicator configured to perform a data communication with the display; an input interface configured to receive an input content and metadata associated with the input content; and a processor configured to acquire image quality information applied to the content based on the metadata, to convert the input content into a converted content outputtable on the display by using content conversion information related to the acquired image quality information, and to control the communicator to output the converted content to the display.