A synopsis of fresh top level domains

PIR’s take is simple but on point.

What is the future of fresh top level domain names? Is there a tipping point when they go mainstream? Is it just a matter of time? Or, perhaps, they will continue to be sideline players in the domain name ecosystem.

The prior week I wrote regarding Public Interest Registry’s (PIR) annual note. The non-profit operates .org, as well as a handful of fresh top level domains: .ngo, .ong, and a number of internationalized domain names.

On the one hand, it’s a lot like Verisign in that promoting the inherent value of legacy top level domains is to its benefit. On the other hand, it made a bet on fresh top level domains that hasn’t panned out.

.Ngo and .ong have just over 3,000 registrations each. Its internationalized domain names have even fewer.

PIR had big ambitions for fresh top level domains. And it’s current CEO was the founder of the biggest fresh TLD firm, Donuts.

But like others, PIR has been disappointed with the adoption of fresh TLDs.

It’s with this background in mind that I found PIR’s take on fresh top level domains in its note interesting. Following providing background on fresh TLDs and that they have been available for many years, the note states:

It must be noted, still, that relatively few of these fresh gTLDs have achieved significant market share.

Even amongst the relatively sizable fresh gTLDs, a number of these relied on free registrations to grow their base of domains under management (“DUM”). In many cases, as each registration anniversary passes a significant percentage of their base does not renew. Not only does this put pressure on the fresh registry operators, it also raises doubt regarding the long-term value of many fresh top-level domains–which in turn depresses registrations and renewals, further straining the viability of these extensions.

That’s a fair take from a firm that bet on fresh top level domains.