With respect to a video display apparatus, a technology capable of improving the operability and usability for a user in relation to a generated image such as AR (Augmented Reality) is provided. An HMD as a video display apparatus displays an AR image on a display screen, configures an ID image including identification information (ID) for supporting an operation of a user to the AR image, detects a sight line direction of the user to set a sight line region, and displays the ID image so as to be associated with the AR image when the AR image falls within a range of the sight line region. The HMD receives an operation to select the ID image from the user, selects the AR image associated with the ID image when receiving the operation to select the ID image, and executes a predetermined process associated with the AR image.