An engagement value processing system is provided which can simultaneously acquire biological information such as a pulse in addition to an engagement value by using only video data obtained from an imaging apparatus. In an image data stream outputted by the imaging apparatus, feature data indicating features of a face is generated by a feature extraction unit. A face direction vector and a line-of-sight direction vector for calculating an engagement value of a user for a content are calculated from the feature data. On the other hand, the feature data can also be used to cut out partial image data for detecting a pulse and estimate the emotion of the user. Therefore, the engagement value for the content, the pulse, and the emotion of the user viewing the content can be simultaneously acquired simply by capturing the user with the imaging apparatus.
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