A method for recommending a content by an electronic device is disclosed. The method for recommending a content by an electronic device includes the steps of recommending a content on the basis of a viewing history, calculating recommendation hit ratios of the recommended content according to days of the week and times of the day on the basis of the selection frequency of the recommended content, and storing the same, and based on a specific event occurring, calculating a recommendation hit ratio of a content corresponding to the day and time when the specific event occurred, and based on the calculated recommendation hit ratio satisfying a predetermined condition, directly providing the content.