An automatic recording apparatus for content includes a preference operation history managing unit operable to generate history information of an operation relating to a preference for a content according to a plurality of operations relating to a preference for the content and explanation information relating to the content and by using a preference value parameter for each kind of these operations; a preference information managing unit operable to generate and renew preference information including a preference value with respect to a plurality of elements relating to a preference for the content according to the history information; and a content recommending unit operable to calculate a preference degree for the content according to the preference information and the explanation information with respect to the content and to make a content record reservation according to the preference degree; wherein the content is recorded according to the content record reservation. In this way, contents are recorded automatically in conformity with a user's complicated and diversified preferences based on various operations by the user relating to the content preferences.