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In early December new extension domains reached the 30 million registration point according to nTLD statistics. The previous high of about 29.5 million was established in April 2017, although over most of last two years the total was not far from 26 million registrations. The number of registrations is strongly influenced by deep first-year discounting, and is probably not the best measure of the health of the new extension domain space.

While there are many hundreds of new extensions, just 18 of them have 1% or more of the total number of new extension registrations. The .icu extension is now the most registered new extension. There are 7 extensions with more than one million registrations.

While there are many registries, the top ten account for more than 88% of all new extension registrations. Radix and Donuts have the most domains under registration.

Just five registrars, led by Alibaba, GoDaddy and Namecheap, have half of all new domain registrations.

If we use Alexa 1M as the measure of web traffic, .xyz, .online, .club and .site are the most used new extensions.

There have been 858 new extension domain sales so far in 2019, down from last year. The average price was $3932, up marginally. The top 26 sales ranged in price from $10,500 to $335,000. About 27% of these were registry sales.

While .app, .world, .global and .life saw multiple sales in the 2019 top-26 list, 21 different extensions appeared at least once on the list. All but two were single words (one acronym and one mixed-mode). I counted as a single word one that was a single word domain hack. Sedo was the venue for 10 of the 26 sales, although several domainers had multiple sales in the top-26 list.



Most Registered Extensions

There have been changes at the top of the new global Top Level Domains (new gTLD) list with .icu taking over first place less than two years after its introduction. The former Famous Four extensions, such as .loan, dropped out of the list of most registered extensions following the end of deep discounting in those extensions.

Here is an ordered list by registration number along with the percentage of all new gTLD registrations in that extension. The data changes regularly and you can find the most up-to-date information using nTLD statistics.
  1. .icu 14.3%
  2. .top 11.8%
  3. .xyz 9.1%
  4. .site 6.5%
  5. .club 4.8%
  6. .online 4.6%
  7. .vip 4.4%
  8. .wang 3.1%
  9. .live 2.3%
  10. .work 2.3%
  11. .shop 2.2%
  12. .fun 1.9%
  13. .app 1.8%
  14. .space 1.5%
  15. .website 1.2%
  16. .buzz 1.2%
  17. .gdn 1.2%
  18. .store 1.1%
Just 18 of the approximately 700 delegated general-availability extensions have 1% or more of the registration share, and only the top 7 have more than one million registrations. Those 7 extensions combined have significantly more than 50% of all new extension registrations.

While increasing use of privacy cloaks geographical information to some degree, there are very strong regional concentrations. Extensions such as .top have always been mainly registered in China, and the recent growth in .icu is primarily in Asia as well.

While several factors have driven this year’s increases in the total number of new extension registrations, among the most important were the rapid growth in .icu, a strong release of .dev, steady growth in .best under new management, approval of more new extensions in China, and the release to standard status by Donuts of about one million domain names that were formerly registry premium.


Registry Concentration

There are very different patterns in how different registries have approached new extension opportunities. Some registries such as Club have concentrated on a single top level domain (TLD), others like Radix have a small number of different new extensions, while companies like Donuts have large numbers of mainly special-purpose extensions, many with fairly limited numbers of registrations.

According to share of the total new extension registrations, here are the top 10 registries. The title for each is also a link to the registry website in most cases. I list in brackets the number of new gTLDs delegated to that registry along with a selection of the better known TLDs within their holdings. In some cases not all of the delegated extensions are currently available.
  1. Radix 18.1% (9, site, .online, .fun, .space, .store, .tech, .website, etc.).
  2. Donuts 14.3% (238, .life, .live, .today, .world, .agency, .solutions, .company, .services, .ltd, .games plus many more).
  3. Short Dot 14.1% (2, .icu, .bond).
  4. Jiangsu Bangning Science & Technology 11.6% (1, .top).
  5. XYZ 9.2% (9, .xyz, .monster, .baby, etc.).
  6. Minds+Machines 7.6% (30, .work, .fit, .vip, plus many more).
  7. Club 4.7% (1, .club).
  8. Zodiac 3.2% (6, .wang means net).
  9. GMO 2.6% (6, .shop).
  10. Charleston Road (Google) 2.6% (46, many not yet in use, .app, .dev, .page).
While there are many other registries, the top ten registries account for more than 88% of all new extension registrations. In fact simply Radix plus Donuts account for about one-third of all registrations.


New Extension Registrars

While many new extensions are available through most registrars, the majority of the registrations are concentrated at just a few registrars. Alibaba leads with 16.8% of new extension registrations. Together Alibaba, GoDaddy, Namecheap, GMO and West account for more than half of all new extension registrations.

Prices for both registrations and renewals vary extensively, so use resources such as DomComp and TLD-List to find the best prices and features. Note that some of the popular Asian registrars are missing from these lists, however.


Website Use of New Extension Domains

Measuring actual web use is complex, and each of the various methods are susceptible to deliberate manipulation. When I looked at the Cisco Global Ranking results, while no new gTLDs made even the top ten extensions, a number were ranked approximately equal to various well known country code extensions.

Another way to measure use is by counting how many websites on a domain in that extension appear in the Alexa 1M list (the most current list can be dowloaded at this link). If we use Alexa 1M as the measure of web traffic, .xyz, .online, .club and .site are the most used new extensions.

The Alexa list, especially sites in the lower half of the list, vary extensively from day to day. You can readily see how many domains from any new extension are in the Alexa 1M by using the NameStat site. Here are the 25 new extensions with the largest number of names in the Alexa 1M on the day I checked.
  1. .xyz 2145
  2. .online 1726
  3. .club 1666
  4. .site 1233
  5. .top 845
  6. .live 731
  7. .news 359
  8. .space 357
  9. .shop 333
  10. .website 299
  11. .store 297
  12. .fun 275
  13. .app 270
  14. .tech 256
  15. .guru 245
  16. .vip 242
  17. .life 238
  18. .icu 227
  19. .one 216
  20. .today 196
  21. .blog 194
  22. .media 171
  23. .world 160
  24. .best 151
  25. .link 150
All others had fewer than 150 sites in the Alexa 1M when I checked. Extensions just below those on this list, in order, were .host, .cloud, .dev, .network, .win, .center, .video and .work.

We might expect that sites with more registrations would have more websites achieving Alexa 1M status, other things being equal. Conveniently NameStats shows the number of registrations per name in the Alexa 1M for each extension. For example, the number is 720 for .online and 3960 for .top with a smaller number meaning better relative use. As a comparison, on the day I checked the number was 497 for .com, one site in Alexa 1M for every 497 registrations (using DomainNameStats data. While the number on Alexa 1M is not bad in many new extensions, recognizing their registration base, if we look only at the world’s largest sites, say the top 1000, new extensions are very rare.


Sales in New Extensions in 2019

As I write this 2019 is not yet over, so these are not quite the final figures for the year. Using only NameBio data, there have been 858 new gTLD sales so far in 2019 with an average sales price of $3932. This results in a total new extension domain name sales volume of $3.4 million. That seems discouraging compared to 2018 when there were 1490 sales, a $3847 average price, and $5.4 million in sales volume. However 2018 was strong compared to the previous two years, and the 2019 figures are not much different from the five-year average.

For some reason .top sales have stopped being reported on NameBio – the last report was Aug 2, 2019. In 2018, 557 of the 1490 sales were in .top, accounting for $2.3 million. The end of .top sales reporting seems to account for about $900,000 of the difference in dollar volume. The other major difference between 2018 and 2019 is that we have seen fewer six-figure sales: just one in 2019 versus six in 2018, three of those in the .top extension.

Here is a list of the highest value new gTLD sales so far in 2019. I intended it as a top-25 list, but since there was a tie, there are 26 names on the list. The links will take you to the NameBio records for each sale with additional information.
  1. free.games $335,000 WebQuest
  2. ZB.app $91,000 Afternic
  3. business.club $60,936 NameClub
  4. new.work $38,000 New.Life
  5. clean.tech $30,000 Sedo
  6. support.app $30,000 UserScape
  7. buy.game $29,999 WebQuest
  8. radio.cloud $28,000 Sedo
  9. smart.bio $27,685 Sedo
  10. UI.dev $25,000 Sedo
  11. all.life $25,000 New.Life
  12. T.win $22,500 Sedo
  13. CBD.world $20,000 BQDN
  14. simple.life $20,000 WebQuest
  15. DX.media $28,000 Private
  16. up.top $19,880 Jiangsu Bangning
  17. go.holdings $19,000 Sedo
  18. human.capital $15,500 Sedo
  19. diabetes.help $15,000 Uniregistry
  20. travel.global $14,500 DotGlobal
  21. ploy.shop $13,544 Sedo
  22. bounce.house $13,000 WebQuest
  23. 4U.tube $12,000 Sedo
  24. one.network $11,333 Sedo
  25. good.world $10,500 WebQuest
  26. pay.global $10,500 DotGlobal
Almost always high value sales are for single word domain names with an excellent match to the extension. The niches are varied, as are the extensions. 21 different extensions are represented in the top 26 new gTLD sales of 2019. .app appeared three times on the list, and .life and .world twice each.

Five of the sales were by WebQuest, two each by @New.Life and DotGlobal, ten at Sedo, and the rest were through a variety of venues and sellers. Interestingly, the two sales by @New.Life were to different purchasers but on the same day.

As far as I was able to determine, 27% of the sales are registry sales, and about 18% by dollar volume. Those are somewhat lower percentages of registry sales than observed in the past. Note these are percentages just for the top-26 list, not an analysis of all new extension sales in the year.

Additional information is provided in this look at some major new extension sales.


Final Thoughts

While I have tried to present the above data objectively without personal comment, here are my thoughts on new domain extensions.
  • I think it is not helpful to view new gTLDs as one entity. Individual new extensions are very different - some are geographical, some general purpose, some narrowly specialized, etc.
  • In my opinion, the idea that the purpose of new extensions was primarily to increase the domain pool and give alternatives to legacy extensions was somewhat misguided. Rather, I feel that the new extensions are best suited for new uses, such as in social media and product campaigns, and to serve users who dislike the main legacy choices. As such, I see new and legacy extensions as complementary rather than competitive.
  • I think the top 26 sales, and a similar analysis of a much longer dataset of new gTLD sales, demonstrates that it is not primarily which new extension that influences worth of a new extension domain name. Rather it is the match between the name and the extension that is most important. We see that through the diversity of extensions represented on the top-26 list.
  • While multiple word names occasionally sell for good amounts in new domain extensions, it is relatively rare.
  • The main argument in favour of new extensions is probably elegant design of expressing exact meaning without anything else added. Certainly some of the users who purchased six-figure new extension domains have expressed that view. There is a NamePros thread on expressions that look better as a new gTLD.
  • Public recognition and acceptance of new gTLD extensions remains weak overall. That means that in most cases new extension investment will be a long-term game.
  • Pricing of new extension domain names is challenging because of the limited number of publicly recorded past sales. The competition with names held by the registry, and sold as premium, is another obstacle in new extension investing.
  • More clarity and certainty regarding renewal costs would help acceptance of new extensions by cost-conscious end users.
  • I think the main competition for new domain extensions is not from the legacy extensions, but rather general purpose country extensions such as .io, .ai, .me, and .co. Ironically, the success of these, while drawing market share from new extensions in the short term, may also pave the way for acceptance of alternative extensions.
  • Investment in new extensions is probably more complex than .com-only domain investing for several reasons. It is necessary to know the options available, and with 700+ extensions that is challenging. The pricing, both registration and especially for renewals, is highly variable. Using just one registrar doesn’t work well in new extension investing. It is necessary to look into the health of the registry, as well as public acceptance, or not, of the extensions under consideration.
  • In my opinion there are already too many new extensions, and I hope that ICANN will slow the release of new ones.
  • It is generally much easier to sell .com to other domainers than any other extension. It is important to keep this in mind if your business plan includes selling wholesale to other domain investors.
  • Even when registry sales are excluded, it seems that average prices are, surprisingly, somewhat higher in new extensions. That may simply be an illusion because there are many more domainer acquisitions mixed into the sales record for legacy extensions. The higher prices are not enough to make up entirely for lower sell-through rates in new extensions, however.
  • Even if domain investors decide not to invest in new gTLDs, I think that some level of familiarity with new extensions is still valuable. For example, if you are selling a two-word domain name Word1Word2.com you should know if Word1.Word2 is a domain name and its status. This works in reverse as well, and new gTLD investors should also at least look into .com offerings related to their domain names in my opinion.
  • The skills needed to successfully sell new extensions may be somewhat different than those needed for legacy domain investing. Nevertheless, many of the principles such as emphasize quality over quantity, invest in niches you understand well, and take a disciplined and analytical approach, apply to both.
Looking for advice on your new gTLD domain names? This thread created by @Brands.International offers expert analysis on submitted domain names. Note the rules at the start of the thread.


Your Thoughts

I would love to hear your opinions on the overall health of new domain extensions, and the prospects and challenges they have for domain investors. Do you feel more or less positive about them than you felt a year ago? Are you strictly a legacy investor, strictly a new extension investor, or a mix with a few new extensions within a mainly legacy portfolio.


Thank you to the various information sources consulted for this report. Those sources include nTLD Stats, NameStat, DomainNameStats, and NameBio.
 
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The views expressed on this page by users and staff are their own, not those of NamePros.
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the best traffic ( uniques ) i get with the new extensions

this month

Bildschirmfoto 2019-12-18 um 19.29.59.png
 
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4,481
China. Yes, many new gtld regs are from this country. I also read somewhere that Chinese people tend to use smartphones for everything - banking, p2p payments, social, shopping etc. There are great and advanced apps for all such purposes. Many do not own laptop or desktop as they see no need to. This opens the question - how important are domains for Chinese endusers nowadays (.com.cn or new gtld or classic gtld), and, if the domain by itself is not that important (which may be the case for an enduser with pre-installed or ready to install smartphone apps) - why we still see a bunch of Chinese registrations...
 
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If, as on owner of TurkeyLurkey brand, I already own TurkeyLurkey.com, do I really need TurkeyLurkey.xyz or TurkeyLurkey.top ?
If I use TurkeyLurkey brand, but do not own TurkeyLurkey.com, does it make sense to continue? Wouldn't rebranding be better?
These are important questions...
I think the answer, as to many questions, is it depends :xf.wink:.

First of all, I think the compelling case is if Lurkey were an extension. As far as I know it is not , yet :-P, but if it was I would argue as an end user you definitely should try to acquire Turkey.Lurkey even if your only plan is defensive purchase or redirection use. That, I would argue, is the main reason that all of those who advise others on names and domains should know the new gTLD space even if they never plan to have a single one as a domain investment.

What about beyond that? I certainly do not believe that one needs to register 200 or 600 TLDs. However, if you are an online store, I might consider TurkeyLurkey.online if you can get it, and if you have any kind of app I would definitely try to get TurkeyLurkey.app. For many companies it makes sense to control their name in .news. etc. One can extend this a bit, but essentially in my way of thinking it depends on what products and services your company offers, which extensions might make sense. You have a chain of amusement parks? TurkeyLurkey.fun might be useful for social media advertising.

Bob
 
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For many companies it makes sense to control their name in .news. etc.
Which may be the reason why some brands (non domaining) did not support new extensions. There were such press releases and articles before the program was started. They reasonably guessed that they will now need to spend a lot of $$$ to protect their tm in each and every new tld. Which may be one of the reasons ICANN approved this program - to extract as much $$$ as possible from "the rich".
 

sharastar

Established Member
Impact
768
A Good Extensive Research on New Extensions and it was very informative and Thanks once again @Bob Hawkes

I still think that .Com is and will be the King any day for years to come.

Apart from that one extension which got my eye and I am personally interested is the .App Extension.I think it is just a few years into good mass adaptation.

More and more Apps are created daily day by day and also it is good for Investing for Investors with just under $15/Year Renewals.
 

Grego85

Fire.Horse
Impact
5,187
Going through the drop list this morning was fun. Someone literally registered 1000 random 6 letter .online names last year. Taking advantage of the low cost first year of .online. A weird gamble to me, but I guess if they spend $1000 for 1000 of those names and one sells in a year, it could work out, but 6l .online? Really?

I'm really getting into .online though. Most of the good names are premiumed out. But they do overlook some nice two words names.
 
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I probably couldn't name you a single ACTIVE website on a ngTLD off the top of my head
A few that I use.....
  • I still do a bit of conventional investing research and check out the investor relations reports at abc.xyz for Alphabet, the parent of Google, and one of the world's biggest companies. Also like to see what they are talking about investment wise, as often that has implications for domain investors.
  • Last year I was privileged to be able to attend NamesCon and have definitely checked out their agenda this year as a domain writer, even though for personal reasons I can't attend in 2020. It is of course at NamesCon.global
  • I wish I could go there some year, probably never will, but do at least electronically follow the world's largest consumer electronics show whose main website is CES.tech
  • Most of the registrars I use are on .com, or .ca, and Gandi on .net, but West.xyz is a great English language site for a registrar that I consult re pricing now and then. I suspect many NamePros members use it even more than I do.
  • Because I am into things space I do follow along at Asgardia: the space nation. Asgardia.space. They have over a million members, larger than a number of formal countries.
  • I of course check out various registry sites that are on new gTLDs (see some links in article).
  • I of course realize that .com is their main one, but I do from time to time follow some of the (I think hundreds even?) of new gTLD that Amazon have in use. Many just boringly send you to their main site, but many are used for interesting compilations. Looking for some last minute holiday things? Try Amazon.Christmas. I used their Amazon.BlackFriday last month. I suspect some use Amazon.media.
  • There are a ton of different networking companies on network. Not sure if you are into edge computing and blockchain at all, but check out Edge.network as one of hundreds of examples using .network.
  • Just because it is a 20 something billion dollar company that when formed by a coalescence of two divisions has always used a new gTLD as their main site many people reference DXC.technology.
  • I think most of us use .app domains without realizing it for support, etc. There are a good number in real world use. Even the BC company on Jane.app has software in use at thousands of Canadian (and elsewhere) medical offices. This was discussed in another thread on NamePros when they moved from their .com. Podcast.app is a nice site just on its own to help with finding great podcasts.
  • Not sure if you use Chrome development tools at all but web.dev is a nice starting point (and in my opinion a near perfect name). Google owning a registry get some nice property early.
  • Of course G.company is another nice new gTLD Google are using to promote G Suite.
  • I love browsing the ideas at the Google related moonshot company that operates at X.company.
  • I have begun seeing on social media, and using as a convenience myself, a lot more .news redirects. Like Apple.news, CBC.news etc.
  • I've actually become a fan of NPR.design. Their mix of stories, ideas about titles and branding, news, tips re audio presentation (I dream of having a podcast some day) etc. resonate with my interests.
  • A month or so ago I followed Michael Cyger on his cross state run at Mike.run.
  • I follow a few bloggers on .blog.
  • I still imagine one day I will go back to active coding like I once did decades ago. At that time my right hand support were the Numerical Recipes series of books and code compilations. They had them for C++, Fortran, etc. They used to own the uber valuable NR domain name but sold it for mega bucks and are now on the descriptive Numerical.Recipes. I do now and then drop by their site.
  • I sometimes stumble upon interesting specialized sites doing cool things. Like Family.one.
Oh and I do from time to time access my own domain portfolio website (I would tell you it is in my signature, but we are not supposed to do that by NamePros rules, so I won't mention it) so that would be another new gTLD I use from time to time :xf.wink:.

This is not to mention the, admittedly slow, adoption of the brand ones. Home.kpmg is now the main site for KPMG, I think the biggest or second biggest audit firm in Canada and one of the top few in the world.

So I do in fact see and use new extensions. Yes, most are not the main website (exceptions like DXC and KPMG) but that is what I meant by the use I see will not be so much in competition with .com as complementing it for specific campaign, product, service purposes.

I think we all sometimes use sites without even realizing the extension. The big credit union in this region is operating on a .coop as is the car share in the area, and lots of members use the websites without even realizing it is not a .ca or a .com. Coop is of course not a new gTLD, but a legacy alternative one like .mobi, but just mention it because of the use without realizing factor.

I agree 95% of the day to day businesses I use personally are on .ca, .com or .coop (for me). But many of those same companies are already using one or more new gTLDs in actual practical ways.

I agree entirely with your comment that the new gTLD introduction was done very poorly. A misguided reason, not enough planning, and way too many TLDs with some of them should never have seen the light of day.

Bob
 
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Which may be the reason why some brands (non domaining) did not support new extensions. There were such press releases and articles before the program was started. They reasonably guessed that they will now need to spend a lot of $$$ to protect their tm in each and every new tld.

Agree.

My point re .news was not as a defensive registration, however. Rather I see it as really helpful for a company to be able to say e.g. in a Tweet:
Wondering what news apps are available for your Amazon device? Just check them out at Amazon.news!
Just putting in the period it would become an active hyperlink on Twitter (not on NamePros where you need to put in the link).

Sure they could have said:
"Our list of news apps for our Amazon devices is at https://www.amazon.com/s?k=news+apps&rh=n:3310682011&dc&fst=as:off&ref=sr_nr_n_1"

It does work, and in fact Amazon.news goes there, but how would that look? Now Twitter would shorten it using their URL shortener, but still it does not look as nontechnical and nice as simply seeing Amazon.news.

There is research that shows that people are more likely to click on social media links that look elegant.

I think even a modest company may benefit from this if they can get a short descriptive domain name to use in social media campaigns at reasonable holding cost. I am not talking to replace their .com/.ca/.de/.io whatever, but to complement it for a specific use.

Bob
 
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Regarding the top-25 list, Less.app sale of $12,000 was just added to NameBio.
Yes I knew it would not take long to get out of date! Thanks for the information. The article is a snapshot in time at the date I finished analysis, as I can no longer edit the actual article. I do plan to post in the replies early in January an update to the total sales for 2019, and I will at the same time add this and any other sales of $10,500 and more. Thanks again for the information!
Bob
 
Thanks Bob! As a medical professional in the Seattle area, I have been watching the news for the efforts by Amazon et.al. to change healthcare. When they announced their new employee healthcare site, Amazon.Care, the domainer in me took notice! Bob, I appreciate all of your articles, responses and the hard work to put it all together!
 
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Surprisingly, some of the niche extensions in the list have done much better than established extensions in China. For example, .icu has 3.7 million registrations, which is more than three times the 1.1 million .net registrations in China. However, none of the niche extensions are included in the annual “Statistical Report on the Internet Development in China” by CNNIC (China Internet Network Information Center), which has been tracking domains since 1996. This may suggest their real use in website development is not significant enough to prompt CNNIC to include them.

source : by Kassey Lee

https://domainnamewire.com/2019/12/18/how-are-new-gtlds-doing-in-china/
 
Name Worth