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Lemino

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Lemino
Type of site
OTT streaming platform
Available inJapanese
Area servedJapan
OwnerNTT Docomo
URLlemino.docomo.ne.jp
RegistrationOptional
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]

History

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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

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References

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  1. ^ "[動画どうが配信はいしん（VOD）市場いちばに関かんする調査ちょうさ結果けっか] 2016年ねんの市場いちば規模きぼは前年ぜんねんの16.0％増ぞう 定額ていがく制動せいどう画が配信はいしん市場いちばでは上位じょうい3社しゃが48.3％のシェアを占しめる". GEM Standard. Retrieved 2023-05-05.
  2. ^ a b c "ドコモ動画どうが 新しんブランド レミノ 配信はいしん２倍ばい 視し聴者ちょうしゃ投稿とうこうも" [Docomo Video New brand Lemino Double distribution and viewer contributions]. Yomiuri Shimbun (in Japanese). March 7, 2023. p. 7.
  3. ^ "日本にっぽんのSVOD市場いちば、会員かいいん数すうはAmazon Prime Videoがリード : 映画えいがニュース". 映画えいが.com (in Japanese). Retrieved 2023-05-05.
  4. ^ "映像えいぞうにもパーソナルな時代じだいが来くる――エイベックス、携帯けいたい向むけ番組ばんぐみ「BeeTV」開局かいきょく". ITmedia Mobile (in Japanese). Retrieved 2023-04-14.
  5. ^ "ドコモとエイベックス、ケータイ放送ほうそう局きょく「BeeTV」開局かいきょくへ--映像えいぞう配信はいしんで印税いんぜい分配ぶんぱいも". CNET Japan (in Japanese). 2009-04-01. Retrieved 2023-04-14.
  6. ^ a b c "意外いがいに楽たのしい映像えいぞう配信はいしん 「dマーケット VIDEOストア」を使つかってみた". ITmedia Mobile (in Japanese). Retrieved 2023-04-14.
  7. ^ a b 株式会社かぶしきがいしゃインプレス (2013-03-19). "NTTドコモの「dビデオ」会員かいいん数すうが400万まん人にんを突破とっぱ". AV Watch (in Japanese). Retrieved 2023-04-14.
  8. ^ 株式会社かぶしきがいしゃインプレス (2011-11-18). "ドコモの「dメニュー」開始かいし、直営ちょくえいストアの「dマーケット」も". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  9. ^ "報道ほうどう発表はっぴょう資料しりょう : 「dマーケット VIDEOストア」の会員かいいん数すうが300万まんを突破とっぱ | お知しらせ | NTTドコモ". www.docomo.ne.jp. Retrieved 2023-04-14.
  10. ^ "定額ていがく制動せいどう画が配信はいしんサービスdマーケット 『ＶＩＤＥＯストア powered by ＢｅｅＴＶ』が『dビデオ powered by ＢｅｅＴＶ』に名称めいしょう変更へんこう". プレスリリース・ニュースリリース配信はいしんシェア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」を他社たしゃスマホでも利用りよう可能かのうに ー ECサイトはPCにも対応たいおう". ST（エスティー） (in Japanese). Retrieved 2023-04-14.
  12. ^ "検索けんさくは面倒めんどう 映像えいぞう配信はいしんのdTV、ザッピングで会員かいいん500万まん超ちょう - 日本経済新聞にほんけいざいしんぶん". www.nikkei.com. 15 July 2016. Retrieved 2023-04-14.
  13. ^ 株式会社かぶしきがいしゃインプレス (2016-03-28). "「dTV」会員かいいん数すうが500万まん人にん突破とっぱ、「dグルメ」は100万まん会員かいいんに". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  14. ^ 株式会社かぶしきがいしゃインプレス (2015-04-10). "【西田にしだ宗そう千佳ちかのRandomTracking】 「日本にっぽんのHulu」が目指めざす、日本一にっぽんいちの映像えいぞう配信はいしんサービス". AV Watch (in Japanese). Retrieved 2023-04-14.
  15. ^ "dTV、Hulu、Netflix…… スマホの動画どうがサービス、今後こんごはどうなる? - 情報じょうほう通信つうしん総合そうごう研究所けんきゅうじょが解説かいせつ (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、より身近みぢかに！ Googleの新しんデバイス「Chromecast」に対応たいおう". プレスリリース・ニュースリリース配信はいしんシェアNo.1｜PR TIMES. 27 May 2014. Retrieved 2023-04-14.
  17. ^ 株式会社かぶしきがいしゃインプレス (2016-03-24). "[みんなのケータイ]「Fire TV」で「dTV」を観みる". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  18. ^ 株式会社かぶしきがいしゃインプレス (2016-06-16). "dTVがApple TVに対応たいおう。ザッピングUIでdTVをテレビ視聴しちょう". AV Watch (in Japanese). Retrieved 2023-04-14.
  19. ^ "配信はいしん限定げんていで新作しんさく「映画えいが」" [New "movie" for limited distribution]. Yomiuri Shimbun (in Japanese). June 30, 2018. p. 32.
  20. ^ 沼澤ぬまさわ典のり史し. "ネットフリックスやアマゾンプライムの足元あしもとにも及およばない国内こくない動画どうが勢ぜい…まずdTVが脱落だつらく". ビジネスジャーナル/Business Journal | ビジネスの本音ほんねに迫せまる. Retrieved 2023-04-14.
  21. ^ a b "ドコモが｢動画どうが配信はいしん｣でアベマに突つきつけた挑戦ちょうせん状じょう". 東洋とうよう経済けいざいオンライン (in Japanese). 2023-04-05. Retrieved 2023-04-14.
  22. ^ "ドコモからのお知しらせ : NTTドコモから提供ていきょうしている一部いちぶサービスのURL変更へんこうについて（2022年ねん11月11日にち更新こうしん） | お知しらせ | NTTドコモ". www.docomo.ne.jp. Retrieved 2023-04-22.
  23. ^ 株式会社かぶしきがいしゃインプレス (2022-11-28). "ドコモ、dTV手掛てがけるエイベックス通信つうしん放送ほうそうを子会社こがいしゃ化か". AV Watch (in Japanese). Retrieved 2023-04-14.
  24. ^ a b 株式会社かぶしきがいしゃインプレス (2023-03-06). "ドコモ、dTVを4月がつ「Lemino」へ。月額げつがく990円えん、広告こうこく付つき無料むりょう配信はいしんプランも". AV Watch (in Japanese). Retrieved 2023-04-14.
  25. ^ 株式会社かぶしきがいしゃインプレス (2023-04-14). "「Lemino」が実現じつげんする次世代じせだいの映像えいぞう配信はいしん、ドコモが目指めざす新あたらしいコンテンツの楽たのしみ方かた". ケータイ Watch (in Japanese). Retrieved 2023-04-14.
  26. ^ 日経にっけいクロステック（xTECH） (27 March 2023). "映像えいぞう配信はいしんのdTVが「Lemino」に、無料むりょう・有料ゆうりょうのハイブリッドで激戦げきせんを勝かち抜ぬけるか". 日経にっけいクロステック（xTECH） (in Japanese). Retrieved 2023-04-14.
  27. ^ "ドコモと吉本よしもと 業務ぎょうむ提携ていけい 番組ばんぐみ制作せいさくやアイドル発掘はっくつ" [Docomo and Yoshimoto tie up to produce programs and discover idols]. Yomiuri Shimbun (in Japanese). April 25, 2023. p. 7. Retrieved 2023-10-25.
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