A content output apparatus includes a management unit configured to manage preference information relating to a preference regarding content and mode information relating to an output mode of content, a content decision unit configured to decide content to be output, based on the preference information or independently of the preference information, a mode decision unit configured to decide an output mode of the decided content based on the mode information, an output unit configured to output the decided content, in the decided output mode, and an acquisition unit configured to acquire a reaction of a user to the output content. The management unit changes the mode information, if the reaction of the user is negative and the output content is content decided independently of the preference information.