An information processing apparatus includes: a memory; and a processor coupled to the memory and configured to: acquire information of a photographed image obtained by panoramic photographing of a plurality of display devices; generate display format information including a point of view which is a part of a display format for each display device when each display device displays content information at a point by using the acquired information of the photographed image; and transmit the display format information in order to display a series of content information having different display formats on the plurality of display devices based on the generated display format information.