An X-ray diagnostic apparatus of an embodiment includes an image generator, a detection unit, and an irradiation control unit. The image generator successively generates X-ray images based on X-rays emitted from an X-ray tube and transmitted through a subject. The detection unit detects a position of a predetermined target included in the successively generated X-ray images. The irradiation control unit identifies, based on the detected position of the predetermined target, a region in which the predetermined target can be visualized in the X-ray images, and performs control to reduce an X-ray irradiation dose to a region other than the identified region.