A method for recommending a content by an electronic device, the method comprising: 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 calculated recommendation hit ratios of the recommended content; based on a specific event occurring, obtaining a recommendation hit ratio of a content corresponding to the day and time when the specific event occurred, from among the stored recommendation hit ratios, and determining whether the obtained recommendation hit ratio satisfies a predetermined condition; and based on the obtained recommendation hit ratio satisfying the predetermined condition, directly providing the content according to the predetermined condition, wherein the calculating hit ratios comprises: acquiring the selection frequency of the recommended content by counting cases wherein a user actually views the recommended content, and calculating the recommendation hit ratios in consideration of the selection frequency of the recommended content, wherein the predetermined condition means a case wherein the recommendation hit ratio is higher than a threshold value, and the method further comprising: based on the recommendation hit ratio being lower than a threshold value, providing a menu which enables selection of a content corresponding to the day and time when the specific event occurred. 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 calculated recommendation hit ratios of the recommended content; based on a specific event occurring, obtaining a recommendation hit ratio of a content corresponding to the day and time when the specific event occurred, from among the stored recommendation hit ratios, and determining whether the obtained recommendation hit ratio satisfies a predetermined condition; and based on the obtained recommendation hit ratio satisfying the predetermined condition, directly providing the content according to the predetermined condition, wherein the calculating hit ratios comprises: acquiring the selection frequency of the recommended content by counting cases wherein a user actually views the recommended content, and calculating the recommendation hit ratios in consideration of the selection frequency of the recommended content, wherein the predetermined condition means a case wherein the recommendation hit ratio is higher than a threshold value, and the method further comprising: based on the recommendation hit ratio being lower than a threshold value, providing a menu which enables selection of a content corresponding to the day and time when the specific event occurred. acquiring the selection frequency of the recommended content by counting cases wherein a user actually views the recommended content, and calculating the recommendation hit ratios in consideration of the selection frequency of the recommended content, wherein the predetermined condition means a case wherein the recommendation hit ratio is higher than a threshold value, and the method further comprising: based on the recommendation hit ratio being lower than a threshold value, providing a menu which enables selection of a content corresponding to the day and time when the specific event occurred.