Type of site
OTT streaming platform
Available inJapanese
Area servedJapan
OwnerNTT Docomo
LaunchedNovember 18, 2011; 12 years ago (2011-11-18) (as d-market Video Store)
April 12, 2023; 15 months ago (2023-04-12) (as Lemino)
Current statusActive

Lemino (レミノ, Remino) is a Japanese video on demand over-the-top streaming service operated by NTT Docomo. From its establishment in 2011 until 2022, it was owned 70% by Avex. It operated as a subscription video on demand (SVOD) service under the name d-market Video Store (dマーケット VIDEOストア) from 2011 to 2013, d-video (dビデオ) from 2013 to 2015, and dTV from 2015 to 2023, before becoming partially an ad-supported video on demand (AVOD) service.

In 2016, it had the largest market share of 24.1% in Japan,[1] but in 2022, its share had decreased to 4.2%.[2]

In addition to Lemino, Docomo operates a sister service called d-anime Store, which is a SVOD service specializing in anime content. It has 2.5 million subscribers.[3]


In April 2009, Avex Entertainment and NTT Docomo announced the launch of a mobile phone exclusive broadcasting station called BeeTV for Docomo users, which was set to start broadcasting on May 1, 2009. This project was announced in October 2008. BeeTV is operated by a joint venture company called Avex Broadcasting & Communications Inc., in which Avex holds a 70% stake and Docomo holds a 30% stake. The company was established on April 10, 2009.[4][5] In March, 2011, it expanded its service to Android smartphones with a monthly subscription fee of 315 yen.[6]

The logo of the d-market Video Store from 2011 to 2013

On December 18, 2011, NTT Docomo launched a subscription video-on-demand (SVOD) service called d-market Video Store powered by BeeTV (dマーケット VIDEOストア powered by BeeTV) (d-video or Video Store) within their online store d-market, along with music and ebook distribution services. The service was available exclusively for Docomo's mobile phone users and cost 525 yen per month.[7][6][8] However, in February 2012, an Android app was made available for the service.[6]

The number of members for Video Store surpassed 1 million on April 24, 2012, 2 million on July 21, 2012, 3 million on November 25, 2012, and 4 million on March 19, 2013.[9][7]

The logo of the d-video from 2013 to 2015

On January 30, 2013, VIDEO Store was renamed to d-video powered by BeeTV (dビデオ powered by BeeTV) (d-video).[10]

Starting from February 26, 2014, d-market services, including d-video, became available for use on smartphones and tablets from companies other than Docomo.[11]

The logo of the dTV from 2015 to 2023

On April 22, 2015, Avex and Docomo announced that d-video would be renamed to dTV starting from the same day. As part of its renewal, dTV introduced a zapping user interface. Upon launching the app, a video immediately starts playing, and the channels arranged vertically can be changed by flicking on a smartphone or using a TV remote control, allowing users to begin watching something without actively searching for it. This change has made it easier for users to find video content and improved overall convenience.[12]

As a result of this renewal, the cancellation rate significantly decreased and the number of subscribers increased. On March 27, 2016, the number of dTV users exceeded 5 million,[13] making it the largest SVOD service in Japan, significantly surpassing Video Pass by KDDI with 1 million users, UULA by Avex and SoftBank with 1.24 million users, and Hulu Japan by Nippon TV with 1 million users.[14][15]

dTV started supporting Chromecast in May 2015,[16] Fire TV in March 2016,[17] and Apple TV in June 2016.[18]

On June 30, 2018, dTV released Punk Samurai Kirarete-sōrō, a movie produced solely by the video streaming service. This marked the first time a Japanese movie produced by a streaming service was released in theaters. Originally planned as a streaming exclusive, the project was later given a nationwide theatrical release in 300 cinemas.[19] However, the box office revenue was only 300 million yen.

According to the market research firm GEM Partners, as of 2016, dTV had a domestic share of 24.1%, overwhelmingly ranking first. However, in 2017, the share decreased to 18.1%, in 2019 to 13.7%,[20] and in 2022 to 4.2%.[21]

In December 2021, Docomo announced that it would be changing the URL of dTV from video.dmkt-sp.jp to dtv.docomo.ne.jp.[22] However, this change was not implemented until the renewal to Lemino.

The financial results for the fiscal year ending March 2022 for the company that operates dTV showed a significant decline in revenue and profit, with sales of 11.2 billion yen (a decrease of 6.7% from the previous year) and operating profit of 460 million yen (a decrease of 70.1% from the previous year). Over the past two years, sales have decreased by approximately 20% and operating profit has decreased by over 80%. In light of these challenging business conditions, in January 2023, Avex and Docomo dissolved their joint venture, with Avex selling all of its shares to Docomo, which previously owned a 30% stake in the company while Avex held a 70% stake.[21][23]

On March 6, 2023, NTT Docomo announced that it would be replacing its dTV video streaming service with an ad-supported video on demand (AVOD) service called Lemino from April 12.[24] Lemino will have two plans: a free, ad-supported plan and a premium plan called "Lemino Premium" for 990 yen per month.[24] While dTV had a strong lineup of music content, Lemino has expanded its offerings to include original works, anime, and Korean dramas, resulting in a library of nearly 180,000 titles, which is slightly less than double its previous count. In an effort to reach a broader range of customers beyond Docomo's telecommunications subscribers, the Lemino brand dropped the "d" from its name, which was associated with Docomo.[2][25]

During a press conference on the 6, Docomo executive officer Tomo Kobayashi stated, "The competition in the video streaming service market has become intense, and relying solely on low prices has caused us to lose some of our presence. We want to introduce something new." According to Gem Partners' estimates, dTV held a market share of 4.2% in Japan's subscription video streaming services in 2022. Domestic capital services are undergoing consolidation, and in January of this year, Z Holdings and Yahoo! Japan announced the end of their video streaming service, Gyao!. In February, U-Next, which held the second-largest market share domestically, announced the acquisition of the operating company of Paravi, in which TBS Television and TV Tokyo had invested.[2][26]

Docomo announced on April 24, 2023 that it has formed a business alliance with Yoshimoto Kogyo Holdings in the entertainment industry. On May 1, they established a joint venture company called NTT Docomo Studio & Live to produce programs, discover idol groups, and hold live concerts. The new company plans to distribute its programs on the Lemino and also aims to sell the developed idols and programs overseas.[27]

See also


  1. ^ "[動画配信(VOD)市場に関する調査結果] 2016年の市場規模は前年の16.0%増 定額制動画配信市場では上位3社が48.3%のシェアを占める". GEM Standard. Retrieved 2023-05-05.
  2. ^ a b c "ドコモ動画 新ブランド レミノ 配信2倍 視聴者投稿も" [Docomo Video New brand Lemino Double distribution and viewer contributions]. Yomiuri Shimbun (in Japanese). March 7, 2023. p. 7.
  3. ^ "日本のSVOD市場、会員数はAmazon Prime Videoがリード : 映画ニュース". 映画.com (in Japanese). Retrieved 2023-05-05.
  4. ^ "映像にもパーソナルな時代が来る――エイベックス、携帯向け番組「BeeTV」開局". ITmedia Mobile (in Japanese). Retrieved 2023-04-14.
  5. ^ "ドコモとエイベックス、ケータイ放送局「BeeTV」開局へ--映像配信で印税分配も". CNET Japan (in Japanese). 2009-04-01. Retrieved 2023-04-14.
  6. ^ a b c "意外に楽しい映像配信 「dマーケット VIDEOストア」を使ってみた". ITmedia Mobile (in Japanese). Retrieved 2023-04-14.
  7. ^ a b 株式会社インプレス (2013-03-19). "NTTドコモの「dビデオ」会員数が400万人を突破". AV Watch (in Japanese). Retrieved 2023-04-14.
  8. ^ 株式会社インプレス (2011-11-18). "ドコモの「dメニュー」開始、直営ストアの「dマーケット」も". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  9. ^ "報道発表資料 : 「dマーケット VIDEOストア」の会員数が300万を突破 | お知らせ | NTTドコモ". www.docomo.ne.jp. Retrieved 2023-04-14.
  10. ^ "定額制動画配信サービスdマーケット 『VIDEOストア powered by BeeTV』が『dビデオ powered by BeeTV』に名称変更". プレスリリース・ニュースリリース配信シェアNo.1|PR TIMES. 22 January 2013. Retrieved 2023-04-14.
  11. ^ アキラ, イイヅカ (2014-02-27). "ドコモ、「dマーケット」を他社スマホでも利用可能に ー ECサイトはPCにも対応". ST(エスティー) (in Japanese). Retrieved 2023-04-14.
  12. ^ "検索は面倒 映像配信のdTV、ザッピングで会員500万超 - 日本経済新聞". www.nikkei.com. 15 July 2016. Retrieved 2023-04-14.
  13. ^ 株式会社インプレス (2016-03-28). "「dTV」会員数が500万人突破、「dグルメ」は100万会員に". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  14. ^ 株式会社インプレス (2015-04-10). "【西田宗千佳のRandomTracking】 「日本のHulu」が目指す、日本一の映像配信サービス". AV Watch (in Japanese). Retrieved 2023-04-14.
  15. ^ "dTV、Hulu、Netflix…… スマホの動画サービス、今後はどうなる? - 情報通信総合研究所が解説 (1)". マイナビニュース (in Japanese). 2016-02-16. Retrieved 2023-04-14.
  16. ^ "『dビデオ powered by BeeTV』が、より身近に! Googleの新デバイス「Chromecast」に対応". プレスリリース・ニュースリリース配信シェアNo.1|PR TIMES. 27 May 2014. Retrieved 2023-04-14.
  17. ^ 株式会社インプレス (2016-03-24). "[みんなのケータイ]「Fire TV」で「dTV」を観る". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  18. ^ 株式会社インプレス (2016-06-16). "dTVがApple TVに対応。ザッピングUIでdTVをテレビ視聴". AV Watch (in Japanese). Retrieved 2023-04-14.
  19. ^ "配信限定で新作「映画」" [New "movie" for limited distribution]. Yomiuri Shimbun (in Japanese). June 30, 2018. p. 32.
  20. ^ 沼澤典史. "ネットフリックスやアマゾンプライムの足元にも及ばない国内動画勢…まずdTVが脱落". ビジネスジャーナル/Business Journal | ビジネスの本音に迫る. Retrieved 2023-04-14.
  21. ^ a b "ドコモが「動画配信」でアベマに突きつけた挑戦状". 東洋経済オンライン (in Japanese). 2023-04-05. Retrieved 2023-04-14.
  22. ^ "ドコモからのお知らせ : NTTドコモから提供している一部サービスのURL変更について(2022年11月11日更新) | お知らせ | NTTドコモ". www.docomo.ne.jp. Retrieved 2023-04-22.
  23. ^ 株式会社インプレス (2022-11-28). "ドコモ、dTV手掛けるエイベックス通信放送を子会社化". AV Watch (in Japanese). Retrieved 2023-04-14.
  24. ^ a b 株式会社インプレス (2023-03-06). "ドコモ、dTVを4月「Lemino」へ。月額990円、広告付き無料配信プランも". AV Watch (in Japanese). Retrieved 2023-04-14.
  25. ^ 株式会社インプレス (2023-04-14). "「Lemino」が実現する次世代の映像配信、ドコモが目指す新しいコンテンツの楽しみ方". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  26. ^ 日経クロステック(xTECH) (27 March 2023). "映像配信のdTVが「Lemino」に、無料・有料のハイブリッドで激戦を勝ち抜けるか". 日経クロステック(xTECH) (in Japanese). Retrieved 2023-04-14.
  27. ^ "ドコモと吉本 業務提携 番組制作やアイドル発掘" [Docomo and Yoshimoto tie up to produce programs and discover idols]. Yomiuri Shimbun (in Japanese). April 25, 2023. p. 7. Retrieved 2023-10-25.