An obtainment unit obtains a captured image captured by an image capturing unit. A control unit sets, as a distribution target image which is to be distributed, an image of a partial region cut out from the captured image or an image obtained by capturing the partial region by controlling at least one of panning, tilting, and zooming of the image capturing unit, and, based on one of a distribution frame rate of the distribution target image and a set time period for distributing the distribution target image, controls the other of the distribution frame rate and the set time period. The distribution target image is distributed for the set time period in accordance with the distribution frame rate.