An information processing system stores a plurality of content data having different display qualities for each content in a storage unit, and detects a user operation to instruct switching of a content displayed on a display screen, and determines a switching speed of content display on the display screen based on the detected user operation, and decides a distribution for content data of each display quality to be read out to a temporary memory unit based on the determined switching speed, and reads out the content data from the storage unit to the temporary memory unit in accordance with the decided distribution.