d Anime Store distribution and licensing strategy, explained
d Anime Store started as a carrier-tied anime flat-rate service and has evolved into a specialized anime subscription platform with millions of members.
Published: 2026-08-19. Updated: 2026-08-19.
Short answer: d Anime Store is an anime-focused streaming service operated by NTT Docomo. It launched in 2013 as part of Docomo's dmarket portal with 500 anime titles and 10,000 episodes for 420 yen per month, and it was promoted as Japan's largest flat-rate anime distribution service. The service is now open to non-Docomo users at 660 yen per month and had 4 million members as of a 2026 partnership announcement with Line Manga.
How d Anime Store launched and grew
NTT Docomo announced the Anime Store in 2013 as a flat-rate service for Docomo smartphone and tablet subscribers. Japan Today reported that the service would offer 10,000 episodes across 500 anime titles for 420 yen per month, with extra content such as interviews with voice actors and anime news. At launch, it required a Docomo device and the sp-mode access service.
The service has since become carrier-independent. The current NTT Docomo service page lists the monthly fee as 660 yen tax included, with a seven-day free trial, and says it is available to users who do not have a Docomo mobile line. This broadened the addressable market from Docomo subscribers to all anime fans in Japan.
Content strategy and catalog positioning
d Anime Store positions itself as a comprehensive anime viewing site. The official page says it carries current TV anime, classic titles, and nostalgic works, plus anisong live concerts and musicals. It also lets users purchase original comics and novels within the same app.
The model is catalog breadth rather than exclusive originals. By offering a large library of current and older anime for a flat monthly fee, d Anime Store competes as a specialized anime subscription rather than as a generalist streaming service.
Distribution partnerships and reach
In August 2026, Naver Webtoon's Line Manga service partnered with NTT Docomo to launch d Anime Store for Line Manga, embedding a flat-rate anime tab inside the Line Manga app. Press reports said users would have access to more than 4,000 animated works and that the underlying d Anime Store service had 4 million members.
The partnership shows d Anime Store acting as a content and technology supplier to other platforms. Instead of relying solely on its own app, it can white-label its anime catalog inside a manga app, reaching readers who already use Line Manga.
Licensing and business model
d Anime Store's licensing strategy is straightforward: pay a flat subscription fee to NTT Docomo and receive unlimited access to a licensed anime catalog. The platform does not appear to rely heavily on exclusive originals or pay-per-view theatrical releases.
For rights holders, d Anime Store offers a dedicated anime audience and the distribution power of Japan's largest mobile carrier. For consumers, the value proposition is a low-cost, anime-only subscription with downloads and multi-device viewing.
What public evidence does not show
NTT Docomo does not disclose how many titles d Anime Store currently licenses, how much it pays for content, or what share of revenue goes to rights holders. The 4 million member figure comes from a 2026 partner announcement and refers to the underlying d Anime Store service, not necessarily the Line Manga integration.
The 2013 launch figures of 500 titles and 10,000 episodes are historical. They show the scale of the initial content investment but do not describe the current catalog. Public evidence confirms d Anime Store's specialization and reach, but not its current content spend or profitability.
Carrier independence note: The d Anime Store launched as a Docomo-device-only service in 2013. The current service is available to non-Docomo users, though App Store and Google Play purchases are priced at 760 yen per month with a 14-day free trial.
Frequently asked questions
Who operates d Anime Store?
d Anime Store is operated by NTT Docomo. It launched in 2013 as part of the dmarket portal and is now a standalone anime-specialized subscription service.
How much does d Anime Store cost?
d Anime Store launched at 420 yen per month. The current standard price is 660 yen per month tax included, with App Store and Google Play purchases at 760 yen per month.
How many members does d Anime Store have?
A 2026 partnership announcement with Line Manga stated that the underlying d Anime Store service had 4 million members.
Can non-Docomo users subscribe to d Anime Store?
Yes. The current d Anime Store service page says it is available to users without a Docomo mobile line, though a separate d account is required.
Sources and methodology
- Docomo to offer flat-rate mobile services for anime, music, Japan Today. 2013 announcement of the Anime Store launch, with 500 titles, 10,000 episodes, and a 420 yen monthly price promoted as Japan's largest flat-rate anime distribution service.
- dアニメストア | サービス | NTTドコモ, NTT Docomo. Official service page showing the current 660 yen monthly price, carrier-free availability, first week free trial, and content including anime, anisong lives, and musicals.
- Naver Webtoon's Line Manga launches anime streaming service with NTT Docomo in Japan, Korea JoongAng Daily. August 5, 2026. Reports the d Anime Store for Line Manga partnership, access to more than 4,000 titles, and 4 million members for d Anime Store.