Provided are a display system, an image processing apparatus, and an external apparatus, and methods of controlling the same. The display system includes: a plurality of servers which provides a video content; a display apparatus which interacts with the plurality of servers, and displays the video content provided by a first server of the plurality of servers; and an external apparatus which stores therein interaction history information of the display apparatus with the first server as a result of an interaction of the display apparatus with the first server, and transmits the stored interaction history information to a second server of the plurality of servers to enable the second server to provide the display apparatus with the video content based on the interaction history information when the display apparatus interacts with the second server.