It is an object of the present invention to allow for appropriate control of how to present content during presentation of the content. An information processing apparatus obtains content identification information. Storage means stores operation logs each of which includes both the time at which an operation to control presentation of content was performed during presentation of the content and details of the operation. The information processing apparatus retrieves operation logs corresponding to the obtained content identification information from the storage means. Based on the retrieved operation logs, a tendency of operation changes is identified. In accordance with the tendency, the information processing apparatus generates control information for controlling how to present content. The control information includes details of control and a timing of the control. The information processing apparatus provides the control information.