Example methods and apparatus for generating a heatmap are described. One example method includes dividing a current display region of an original image on a screen into cells. The basic heat of a heat point region in each cell is calculated according to statistics and a heat weight for generating a heatmap this time, and diffusion heat to which each pixel in the current display region is subject is calculated according to the basic heat of the heat point region in the cell. The total heat of each pixel in the current display region is obtained, and a color corresponding to the total heat of each pixel in the current display region is presented in the current display region of the original image according to a preset heat presentation correspondence to obtain a heatmap of the current display region.