An apparatus and a method for controlling a contrast ratio of content in an electronic device are disclosed. The method for controlling a contrast ratio of content in an electronic device, presented in one embodiment of the present disclosure, comprises the steps of: identifying one or more highlight regions on the basis of brightness information of a frame forming the content; determining thresholds for detecting the one or more highlight regions from the frame; generating one or more masks corresponding to the one or more highlight regions on the basis of the thresholds; and generating a contrast ratio-controlled frame on the basis of the one or more masks and one or more boosting factors for the content.