In a power generation control apparatus applied to a hybrid vehicle including a compound motor in which a wound rotor is connected to an internal combustion engine and a magnet rotor is connected to a transmission, when regenerative power generation is underway and the internal combustion engine is operative, a first motor/generator constituted by the wound rotor and the magnet rotor and the internal combustion engine are controlled such that torque output from the internal combustion engine is increased by torque applied to the internal combustion engine from the first motor/generator, and a power generation amount of a second motor/generator constituted by the magnet rotor and a stator is increased such that torque transmitted to an output shaft from the internal combustion engine is not applied to a drive wheel.