An image generating apparatus comprises an information acquiring unit that acquires request information including information representing a viewing time and information representing image qualities; a control unit that sets the image qualities to the image qualities specified by the request information when the plurality of images can be generated with the image qualities specified by the request information before the viewing time passes, and sets the image qualities by changing the image qualities from the image qualities specified by the request information, otherwise; and a generating unit that generates the plurality of images with the image qualities set by the control unit.