ELECTRONIC APPARATUS LOCATED IN VEHICLE AND CONTROLLING METHOD THEREOF

An electronic apparatus provided in a vehicle is provided. The electronic apparatus includes: a display; memory storing at least one instruction; and a processor. The at least one instruction, when executed by the processor individually or collectively, is configured to control the electronic apparatus to: based on detecting a user is in a seat of the vehicle, obtain information about the user and destination information; provide content obtained based on information about the seat, information about the user and the destination information; and based on a user interaction or context information for content recommendation being obtained while the vehicle is traveling, provide information about recommended content identified based on the user interaction or the context information.