A content delivery method and apparatus that can achieve stable streaming in a system that performs data exchange efficiently by dividing content into blocks and distributing them among a plurality of nodes. A receiving node transmits the playback start time of each block as delivery reservation request information to a corresponding one of delivery nodes. The corresponding delivery node receives the delivery reservation request information from the receiving node, determines delivery start time and delivery end time based at least on the delivery reservation request information and on reservation status and network bandwidth information, and transmits the delivery start time and delivery end time as delivery reservation result information to the receiving node. The receiving node receives the delivery reservation result information from the corresponding delivery node, and receives the block by requesting, in accordance with the delivery reservation result information, delivery of the block from the corresponding delivery node.