A control apparatus includes a display control unit configured to display a virtual viewpoint image on a display unit, an identification unit configured to identify a selected reproduction mode from among a plurality of reproduction modes including a first reproduction mode in which a position of a virtual viewpoint corresponding to the virtual viewpoint image displayed on the display unit is determined regardless of a position of an object in an image-capturing region, and a second reproduction mode in which the position of the virtual viewpoint changes in accordance with the position of the object in the image-capturing region, and a control unit configured to change at least either one of a position and an orientation of the virtual viewpoint in response to a user operation. The change to be made in response to an identical user operation differs between the first reproduction mode and the second reproduction mode.