According to one embodiment, a content transmission apparatus includes a data acquisition module configured to get a content item and metadata having a plurality of items for explaining details of the content, a notification module configured to notify an upload destination apparatus for the content of the metadata, a transmission module configured to encode the content and transmits the encoded content as a body of an upload request based on an HTTP POST request to an entry point created by a content reception apparatus on the basis of the metadata, a detection module configured to detect a change in metadata notified to the content reception apparatus relative to metadata newly got by the data acquisition module, and a posterior notification module configured to notify the content reception apparatus of posterior metadata containing at least a changed item in the metadata, when the detection module detects a change in the metadata.