A content reproducing apparatus includes a display unit configured to display a play list and candidate contents able to be added to the play list, a selection unit configured to select, from the candidate contents, an undesired content which a user does not want to add to the play list, a calculation unit configured to calculate a first retrieval statistical quantity based on first characteristic quantity of the undesired content or a second retrieval statistical quantity based on second characteristic quantity of a desired content which the user wants to add to the play list, and a retrieve unit configured to retrieve the candidate contents to prepare the play list, in accordance with similarity which has been calculated by using the first or second retrieval statistical quantity and which shows to which a given content having third characteristic quantity is similar, the desired content or the undesired content.