A content reproducing method and apparatus that can provide an Internet protocol television (IPTV) based on electronic program guide (EPG) data. The content reproducing method includes detecting information of a program that a user is currently viewing or that the user has recently viewed from electronic program guide (EPG) data, receiving a content list from an Internet protocol television (IPTV) service server based on the detected program information, displaying the received content list, selecting content based on the displayed content list, and receiving and reproducing the selected content from the IPTV service server.