According to one exemplary embodiment, a content receiving apparatus includes: a first receiver which receives a first identifier of first content from a first external apparatus; a generator which employs the first identifier to generate a second identifier of second content that corresponds to the first content but has different quality from the first content; a transmitter which transmits a content request including the second identifier to a second external apparatus different from the first external apparatus; and a second receiver which receives data of the second content transmitted from the second external apparatus in response to the content request.