A continuous roll sheet holding apparatus that fits rotary shafts to both ends of a continuous sheet wound in a roll shape, and rotatably supports each rotary shaft, thereby supporting the continuous sheet to be pulled out, includes holding flanges configured to rotatably support the respective rotary shafts, a driven unit which is integrally disposed in one of the rotary shafts and configured to receive driving from an apparatus body, and a flange holding unit configured to support each of the holding flanges, and abut on the holding flange to regulate a position of the holding flange in a direction of the rotary shaft and a direction orthogonal to the rotary shaft.