The content switching apparatus includes at least a position identifying unit (800) and a play control unit (700). In switching from a first content (broadcast program) to a second content (VOD content), the position identifying unit identifies the position of the image in the second content, the image being the same as the first image of the first content. The play control unit determines a play starting position in the second content based on the position identified by the position identifying unit. By determining the play starting position of the second content in this way, the image can be properly switched even in the case where the time length or the content configuration is different.