An electronic device is provided. The electronic device includes a housing, a flexible display including a display area, wherein the display area is extendable in one or more directions with respect to the housing by moving a portion of the flexible display through the housing to be visually exposed, and at least one processor configured to be operatively connected to the flexible display, wherein the at least one processor is configured to display first content on a first area of the flexible display, detect an event for displaying second content related to the first content, identify an attribute of the second content according to the detection of the event, identify a direction in which the flexible display is to be extended based on the attribute of the second content, and display at least a portion of the second content in a second area of the flexible display extended in the identified direction.