Disclosed are a lighting device, a lighting system including the same, and a method of operating the same. The lighting device includes a communication unit receiving contents through communication with an outside, a content analyzing unit detecting an output state of the contents by analyzing the contents received through the communication unit, a storage unit storing information of a driving condition of a lighting unit corresponding to the output state of the contents, a controller extracting the information of the driving condition of the lighting unit corresponding to the detected output state of the contents from the storage unit and allowing the lighting unit to operate according to the contents based on the information of the driving condition of the lighting unit, and a lighting unit driver outputting a driving signal used to drive the lighting unit according to a control signal of the controller.