A content downloading method and apparatus of a mobile device employing an Internet protocol television (IPTV) are provided. The content downloading method and apparatus allow an IPTV to provide a mobile device with content information received from a service provider, allow a user to input content desired to be downloaded to the mobile device, and allow a user to download the content to the mobile device from the service provider via the IPTV, thereby quickly and easily downloading desired content to the mobile device without a complicated process of browsing and copying the content.