d Anime Store docomo bundle model: Japan's carrier-tied anime subscription
d Anime Store launched in 2012 as a flat-rate anime service for Docomo mobile users. Today it remains Japan-focused and is increasingly bundled with carrier plans.
Published: 2026-08-19. Updated: 2026-08-19.
Short answer: d Anime Store is an anime streaming service launched by NTT Docomo in July 2012. It originally offered 500 anime titles and 10,000 episodes for JPY 420 per month to Docomo smartphone and tablet users. The service now operates on a subscription and transactional model, with a monthly starter plan at JPY 550. In February 2026, NTT Docomo began bundling d Anime Store as a selectable benefit for customers on Docomo Max and Docomo Poikatsu Max tariffs, allowing them to choose it as one of two included streaming services.
What d Anime Store is and how it started
d Anime Store launched in July 2012 as part of NTT Docomo's dmarket content portal. Docomo promoted it as Japan's largest flat-rate anime distribution service, initially offering 500 anime titles and 10,000 episodes for JPY 420 per month including tax.
At launch, the service required a Docomo smartphone or tablet running Android 2.3 or higher with DRM support. It was explicitly available only to Docomo subscribers in Japan, tying the content offering to Docomo's mobile customer base.
Current pricing and business model
Today, d Anime Store operates on both subscription and transactional models. According to BB Media's platform profile, the monthly starter subscription in Japan is priced at JPY 550. The service remains heavily Japan-focused, with BB Media reporting that 99.19% of traffic comes from Japan.
The catalog includes current hits such as Jujutsu Kaisen, Attack on Titan, Solo Leveling, Demon Slayer, and Hunter x Hunter, based on demand data. The service does not produce original content and does not carry advertising.
The Docomo bundle strategy
In February 2026, NTT Docomo announced that customers on its Docomo Max and Docomo Poikatsu Max mobile tariffs would receive bundled access to selected video streaming services at no extra charge. Under the 'selectable benefits' scheme, subscribers can choose up to two services each month from Lemino, d Anime Store, Dazn for Docomo, and NBA Docomo.
Selected services can be changed monthly, allowing customers to switch between sports and anime depending on their viewing needs. This makes d Anime Store part of Docomo's broader effort to reduce churn by bundling entertainment with mobile plans.
Catalog versus exclusive content
d Anime Store is a catalog anime service rather than an original-content producer. Its value proposition is breadth of licensed anime available on demand, not exclusive productions or early streaming windows.
This distinguishes it from services such as U-NEXT, which compete partly on exclusive partnerships and same-week releases, and from global platforms such as Netflix and Crunchyroll, which commission anime originals.
Carrier lock-in and iOS history: d Anime Store began as a Docomo-device-only service and still derives nearly all of its traffic from Japan. While it has expanded access over time, its identity remains tied to NTT Docomo's mobile ecosystem.
Why d Anime Store's bundle model matters
The d Anime Store bundle is an example of how Japanese mobile carriers use content subscriptions as retention tools. By including d Anime Store as a selectable benefit, Docomo reduces the effective price to zero for customers already on premium tariffs while increasing the perceived value of its mobile plans.
For anime rights holders, the arrangement provides a guaranteed licensing partner with a large domestic subscriber base. For consumers, it lowers the cost of accessing a broad anime catalog, though it also deepens dependence on a single carrier.
d Anime Store model and pricing from NTT Docomo and BB Media data.| Element | d Anime Store detail |
|---|
| Owner | NTT Docomo / Nippon Telegraph and Telephone Corporation |
| Launch | July 2012 |
| Launch price | JPY 420/month |
| Current monthly starter | JPY 550 |
| Business model | Subscription and transactional |
| Traffic from Japan | 99.19% |
| Bundled tariffs | Docomo Max and Docomo Poikatsu Max |
Frequently asked questions
How much does d Anime Store cost?
d Anime Store's monthly starter plan is JPY 550. It is also included at no extra charge as a selectable benefit for NTT Docomo Max and Poikatsu Max customers.
Is d Anime Store available outside Japan?
d Anime Store is primarily available in Japan. BB Media reports that 99.19% of its traffic comes from Japan.
Does d Anime Store produce original anime?
No. d Anime Store is a licensed catalog and transactional service. It does not produce original content.
Sources and methodology
- NTT DOCOMO to Launch Flat-Rate Anime and Music Stores, NTT DOCOMO. May 16, 2012 launch announcement: 500 titles, 10,000 episodes, JPY 420/month, Docomo Android device requirement.
- NTT Docomo to bundle video services with Docomo Max tariffs, Telecompaper. February 6, 2026. Reports Docomo Max and Poikatsu Max selectable benefits including d Anime Store, Lemino, Dazn for Docomo, and NBA Docomo.
- Docomo Anime Store Availability per Country, Business Models, Top Titles, Prices and Partners, BB Media. Platform profile showing launch year 2012, JPY 550 monthly starter, Japan traffic share, and business model.