In a content display apparatus in which a plurality of contents are displayed according to the order of metadata added to each content, the plurality of contents are arranged hierarchically by metadata and a group of metadata, and an array of plurality of contents arranged hierarchically is formed. Icons representing contents are displayed on a display device according to the order of the array of plurality of contents formed, and when a command for scroll is made for the displayed icons, icons in the hierarchy level to which the icons belong are scroll displayed. The scroll speed for scroll displaying the icons is changed, and based on the changed scroll speed, the hierarchy level is changed so that icons in different hierarchy level are displayed and scrolled.