The information processing system obtains a plurality of images based on image capturing by a plurality of imaging devices; obtains viewpoint information for specifying a position of a virtual viewpoint and a view direction from the virtual viewpoint; and generates a plurality of virtual viewpoint contents each of which corresponds to one of a plurality of image formats based on the common plurality of obtained images and the obtained viewpoint information, and the plurality of image formats is image formats whose numbers of virtual viewpoints specified by the viewpoint information used for generation of the virtual viewpoint contents are different from one another.