An electronic device includes a display, and a processor functionally connected with the display. The processor is configured to output content including one or more objects through the display, receive user input for specifying at least one point in the entire region of the content, determine a portion of an entire region with respect to the at least one point as a search region, obtain a saliency map associated with the content based on the search region, and determine a region of interest of the user based on the saliency map. Alternatively, the processor is configured to obtain an index map associated with the content by dividing the entire region of the content into similar regions according to a preset criterion and determine the region of interest of the user by overlapping the saliency map and the index map. It is possible to provide other embodiments.