A transmission apparatus 101 divides an image into a plurality of image areas. In addition, the transmission apparatus 101 identifies one or a plurality of image areas corresponding to a position of a first object in the image. Next, the transmission apparatus 101 generates a segment corresponding to the one or plurality of image areas identified and a playlist in which a URL for accessing the segment is described. Next, the transmission apparatus 101 transmits the playlist in accordance with a request from the reception apparatus 102 and then, after the URL included in the playlist is accessed, transmits data regarding the segment whose address is indicated by the URL to the reception apparatus 102.