Abstract: Content recommendation apparatus and methods using a tag cloud provide a content recommendation service via a network. The apparatus includes a content tag cloud generating module configured to generate a content tag cloud by analyzing a tag assigned to each content and accumulating frequencies per tag of each content. The apparatus also includes a user tag cloud generating module configured to generate a user tag cloud by accumulating frequencies per tag of contents used by a user. The apparatus further includes a similarity computing module and a recommending module. The similarity computing module is configured to compute a similarity between users using the user tag cloud, and the recommending module is configured to recommend content by computing a probability that a target user will use a specific content based on the computed similarity between users.