An electronic device and a method for controlling the electronic device are provided. The electronic device includes a substantially circular or oval display, a processor configured to generate content, a display driving unit comprising display driving circuitry including a first driver and a second driver, wherein the display driving unit is configured to control driving of the display, to identify a shape of an area of content which is displayed in the display, to identify the shape of the display, to determine a first area of the display in which the content is to be displayed, to determine a second area of the display in which the content is not to be displayed based on at least a result of the identification, to deactivate at least part of the display driving unit, corresponding to the second area, while activating the display driving unit corresponding to the first area.