A delivery server delivering first content to a plurality of information processing terminals includes: an acquisition unit configured to acquire response information indicating a response to the first content from the plurality of information processing terminals; a generation unit configured to generate reaction information for reflecting the response in the first content on the basis of the response information; and a delivery unit configured to deliver the reaction information or second content in which the reaction information is reflected in the first content to the plurality of information processing terminals. The response information includes information indicating a reproduction time of target content to which the response has been made in the first content and a response target to which the response has been made in the target content. The generation unit identifies the target content and the response target on the basis of the response information and generates information for reflecting the response in the reaction target in the identified target content as the reaction information.