There is provided an information processing system, comprising: a viewing apparatus equipped with a content reproduction unit that reproduces content containing video data or audio data; a radio communication apparatus equipped with a storage unit in which user data correlated to a user to whom said radio communication apparatus belongs are stored and a data transmitting unit that transmits viewer data that include part of or all of said user data stored in said storage unit; and an information processing apparatus equipped with an analyzing unit that analyzes, based upon the user data, a viewership effect of the content reproduced by said viewing apparatus and a content distribution unit that distributes content data to be used to reproduce the content to said viewing apparatus.