A method and display apparatus for providing content are provided. The method for providing content includes displaying a content UI in which a plurality of content is included, detecting an area at which a user gazes in the content UI, determining a preference for gaze content that is present in the area at which the user gazes by measuring user's brainwaves, and providing the content UI based on the determined preference. The user can be provided with the content UI that is configured more intuitively and conveniently according to the user preference.