D Anime Store

D Anime Store, stylized as d anime store and known in Japanese as dアニメストア, is a Japan-focused subscription video-on-demand service specializing in anime. It was created through a joint venture between NTT Docomo, Japan's largest mobile telecommunications operator, and Kadokawa Shoten, a major publishing and media company. The service was launched in July 2012 inside NTT Docomo's D Market ecosystem and initially targeted Docomo mobile subscribers with a relatively small but concentrated anime catalogue. Its original proposition was to provide a low-cost, flat-rate way to watch a large number of television anime episodes on smartphones and other connected devices. The service initially operated under the name Anime Store and began with approximately 600 titles and 9,000 episodes. It reached 100,000 subscribers within its first few months and passed 500,000 subscribers in 2013. The name was changed to D Anime Store in January 2013, reinforcing its relationship with Docomo's digital-service portfolio. During its early expansion, the platform added prominent catalogue titles and began pursuing exclusive or early availability for selected anime, helping it compete for viewers in Japan's increasingly crowded digital-distribution market. A major turning point came in April 2014, when D Anime Store stopped restricting access to NTT Docomo subscribers. Users of other Japanese mobile carriers, including au and SoftBank, could subscribe by obtaining and using a Docomo account identity. This carrier-neutral transition substantially widened the potential customer base and changed the service from a telecommunications add-on into a broadly available specialist anime platform. The catalogue also expanded through additions such as Fuji TV's Noitamina programming and the Mobile Suit Gundam franchise. D Anime Store subsequently developed into an anime-oriented content ecosystem rather than a basic video library. It added support for Chromecast, Apple TV and AirPlay, Fire TV, Android TV, personal computers, mobile devices and, later, PlayStation consoles. Product features included downloads for offline viewing, continuous episode playback, recommendations, custom playlists and Full HD playback for compatible content. The service also broadened beyond conventional television animation into anime music videos, voice-actor events, 2.5D stage productions, concerts and other live or performance-based programming. The brand has expanded through third-party distribution channels. D Anime Store Niconico Branch launched within Dwango's Niconico service in 2017, combining anime access with Niconico's real-time comments and community features. D Anime Store for Prime Video followed in 2018 as an additional subscription channel for Amazon Prime Video users. These channels provide alternative access points while extending the D Anime Store proposition beyond its proprietary application and website. Commerce and publishing have also become part of the service's positioning. In 2016, links to anime merchandise were introduced through a partnership with Animate. In 2020, D Anime Store added a more direct merchandise-sales function connecting users with participating manufacturers and sellers of figures, books, keychains and other goods. In 2023, the platform introduced e-book purchasing, particularly for manga and light novels related to streamed anime, allowing users to move from an adaptation to its source material within the same ecosystem. D Anime Store has remained positioned as a specialist anime service, emphasizing breadth, rapid availability of currently airing television anime, and connections between video, music, live events, merchandise and publishing. The service reported a catalogue of more than 6,000 titles by late 2024. Its standard monthly price was revised several times as the service expanded, reaching ¥660 in February 2026, while subscriptions billed through mobile app stores were priced at ¥760. NTT Docomo also announced plans to make the service a selectable benefit in certain Docomo MAX and Docomo Poi-katsu MAX plans from February 2026.

D Anime Store originated in a partnership between NTT Docomo and Kadokawa Shoten. The companies agreed in May 2012 to establish Docomo Anime Store Inc. as a joint venture for smartphone-oriented anime distribution. The service launched on July 3, 2012 within Docomo's D Market under the shorter name Anime Store. It initially served only Docomo mobile customers and offered approximately 600 titles, representing about 9,000 episodes, for a monthly fee of ¥420. Early adoption was rapid: the service reached 100,000 subscribers in September 2012 and 500,000 in May 2013. In January 2013, it was renamed D Anime Store. By March 2014, the platform had exceeded one million subscribers and had grown to roughly 900 titles and 14,000 episodes. On April 1, 2014, it became available to customers of other carriers, provided they registered for a Docomo account. This change removed a major barrier to adoption and enabled D Anime Store to compete as a national specialist streaming service rather than simply as a Docomo subscriber benefit. The catalogue was strengthened by additions including Fuji TV's Noitamina programming and the Mobile Suit Gundam series. The middle of the 2010s was marked by device and product expansion. Chromecast support arrived in December 2014, followed immediately by Apple TV and AirPlay support. A 2015 redesign introduced continuous playback, recommendations and user-created playlists. In 2016, the service added anime song music clips and introduced merchandise purchasing links through Animate. Its PC service also moved to an HTML5 player, while support was added for Fire TV, Fire TV Stick and Android TV. D Anime Store broadened its distribution model from 2017 onward. The Niconico Branch launched on December 1, 2017, offering a curated catalogue inside Niconico and incorporating that platform's scrolling real-time comments. On July 3, 2018, D Anime Store for Prime Video became available through Amazon Prime Video Channels. These arrangements gave the brand additional routes to customers while preserving its anime-specialist identity. The D Anime Store Awards were introduced in 2019, creating a recurring audience-participation feature around anime recognition. The service continued to integrate commerce with streaming. In September 2020, it introduced direct merchandise sales through links to participating companies, including manufacturers and entertainment businesses. The platform also expanded its non-linear video offering. From 2021, it increased its programming of voice-actor discussions, 2.5D stage performances and anime song concerts. Full HD playback support was rolled out across Android, web and iOS applications in September 2021. In 2023, the standard subscription charge increased from ¥440 to ¥550. In July of that year, D Anime Store added e-book purchasing, concentrating on manga and light novels connected with anime available on the service. This helped turn the platform into a cross-media environment in which users could watch an adaptation and then purchase its source material. App-store billing for subscriptions and e-book coins was also introduced, at a higher monthly price than direct billing. A dedicated PlayStation 5 application launched on May 21, 2024. By November 2024, the catalogue was described as exceeding 6,000 titles. In November 2025, NTT Docomo announced that D Anime Store would become a selectable benefit in certain Docomo MAX and Docomo Poi-katsu MAX plans beginning in February 2026. On February 1, 2026, the direct-billed monthly price increased to ¥660, while the App Store and Google Play price increased to ¥760; the Google Play change took effect on February 10. The service remains an active Japanese anime subscription brand with proprietary, partner-distributed and commerce-linked offerings.

• 2026

  Subscription price revised to ¥660

  [1]D Anime Storeen.wikipedia.org

  The standard monthly fee increased to ¥660, with a separate ¥760 price for app-store billing.

• 2024

  PlayStation 5 support added

  [1]D Anime Storeen.wikipedia.org

  A dedicated PlayStation 5 application expanded the service's home-console availability.

• 2023

  E-books added

  [1]D Anime Storeen.wikipedia.org

  The service introduced purchases of related manga and light novels, linking video consumption with source-material commerce.

• 2021

  Full HD rollout

  [1]D Anime Storeen.wikipedia.org

  Full HD playback support was progressively introduced across supported mobile and web applications.

• 2020

  Direct merchandise sales introduced

  [1]D Anime Storeen.wikipedia.org

  The platform began connecting customers directly with participating sellers of anime-related goods.

• 2018

  Prime Video channel launched

  [1]D Anime Storeen.wikipedia.org

  D Anime Store for Prime Video became available as an add-on subscription through Amazon Prime Video Channels.

• 2017

  Niconico Branch launched

  [1]D Anime Storeen.wikipedia.org

  A D Anime Store channel opened on Niconico with support for real-time viewer comments.

• 2016

  Music and merchandise functions added

  [1]D Anime Storeen.wikipedia.org

  Anime music clips and merchandise links were added, extending the service beyond subscription video.

• 2014

  Carrier restrictions removed

  [1]D Anime Storeen.wikipedia.org

  D Anime Store became available to customers of other Japanese mobile carriers through a Docomo account.

• 2013

  Brand renamed D Anime Store

  [1]D Anime Storeen.wikipedia.org

  The service adopted the D Anime Store name and continued expanding its catalogue and subscriber base.

• 2012

  Joint venture established and service launched

  [1]D Anime Storeen.wikipedia.org

  NTT Docomo and Kadokawa Shoten established the operating joint venture, and Anime Store launched in July within D Market.

A specialist, value-oriented Japanese anime streaming ecosystem combining a broad catalogue with rapid access to current television anime, live and music content, merchandise, and related digital books.

• Subscription video-on-demand · 2012

  D Anime Store

  The core subscription service provides a broad Japanese anime catalogue, including currently airing television series, older programmes, films and related video content. Supported functions include sequential playback, recommendations, custom playlists, downloads for offline viewing and Full HD playback for compatible titles. Access is available through web browsers, mobile applications, connected-TV devices and supported game consoles.

• Third-party streaming channel · 2017

  D Anime Store Niconico Branch

  This branch distributes a curated selection of D Anime Store programming within Niconico. Its principal differentiator is integration with Niconico's real-time scrolling comments and community-oriented video experience.

• Third-party streaming channel · 2018

  D Anime Store for Prime Video

  Available through Amazon Prime Video Channels, this add-on subscription provides Prime members with access to a selected D Anime Store anime catalogue without requiring use of the main standalone service.

• E-commerce · 2020

  Anime merchandise sales

  The platform connects anime title pages with participating merchandise sellers and manufacturers. Available categories have included figures, books, keychains, apparel and other character or franchise goods.

• Digital publishing · 2023

  D Anime Store e-books

  Introduced in 2023, the e-book function focuses especially on manga and light novels associated with streamed anime. It is designed to let viewers move directly from an adaptation to related source material.

• 2019D Anime Store Awards

  Japan

  D Anime Store launched an awards programme connected with anime audience engagement and recognition.

  Source

• 2026

  Raise monthly subscription pricingPrice change

  Background

  The standard fee had previously been ¥550, while app-store billing used a separate higher price.

  Action taken

  The direct-billed monthly price increased to ¥660, and the App Store and Google Play price increased to ¥760.

  Aftermath

  The revised prices applied from February 2026, with the Google Play adjustment taking effect on February 10.

  Monthly subscription price. ¥550 direct billing; ¥650 app-store billing → ¥660 direct billing; ¥760 app-store billing (February 2026)

  Source

• 2023

  Add related manga and light novelsProduct launch

  Background

  Many anime viewers are also consumers of the manga or light novels on which adaptations are based.

  Action taken

  The platform introduced e-book purchases focused on source and related works.

  Aftermath

  D Anime Store expanded from video distribution into a broader cross-media anime ecosystem.

  Source

• 2020

  Build direct merchandise commerceStrategy

  Background

  The service had previously relied on external merchandise links, including an Animate partnership.

  Action taken

  D Anime Store introduced direct links from anime pages to participating merchandise companies.

  Aftermath

  The service strengthened its connection between streaming discovery and anime goods purchasing.

  Source

• 2018

  Add a Prime Video subscription channelStrategy

  Background

  Third-party platform distribution offered a way to reach customers already using Amazon Prime Video.

  Action taken

  D Anime Store for Prime Video launched as an additional paid channel.

  Aftermath

  A selected D Anime Store catalogue became available within Amazon's subscription-channel environment.

  Source

• 2017

  Distribute through NiconicoStrategy

  Background

  D Anime Store sought to reach anime viewers through an established video community operated within the Kadokawa-linked media group.

  Action taken

  The D Anime Store Niconico Branch launched with a curated catalogue and Niconico commenting features.

  Aftermath

  The brand gained an additional distribution route and a community-oriented viewing experience.

  Source

• 2014

  Open the service beyond Docomo subscribersStrategy

  Background

  The original service was limited to NTT Docomo mobile customers, restricting its potential audience.

  Action taken

  D Anime Store began accepting users of other Japanese carriers through Docomo account registration.

  Aftermath

  The service became a carrier-independent specialist anime platform and had passed one million subscribers by March 2014.

  Source

1. 1D Anime Storeen.wikipedia.org