A transmission management apparatus for managing a session performing transmission/reception of content data via a relay apparatus includes a service information management unit configured to manage service management information in which service identification information identifying service content provided to each of a plurality of transmission terminals, and service content corresponding to the service identification information are stored preliminarily; a service identification information acquisition unit configured to acquire service identification information of each of the transmission terminals participating in the session; a service content determination unit configured to determine the service content of the session, based on the service identification information acquired by the service identification information acquisition unit and the service management information; and a session control unit configured to report session information based on the service content of the session determined by the service content determination unit to the relay apparatus.