A content display apparatus includes: a state identifying part that identifies a state of a viewer who is to view content; an image data selecting part that selects a plurality of pieces of image data from a plurality of image data candidates on the basis of the state of the viewer identified by the state identifying part; a content generating part that generates state improvement content for improving the state of the viewer by determining an order in which to display the plurality of pieces of image data; and a display control part that causes a display part viewed by the viewer U to display the state improvement content.