[.com is dead?] The counterattack and dilemma of new top domains(gTLDs)

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".com is dead?" The counterattack and dilemma of new top domains(gTLDs)



Since the birth of the Internet, domain .com, as the top-level domain name (gTLD) with the highest global recognition, has long occupied a core position in digital brand strategy. However, with the launch of the "New Generic Top-Level Domain Name Program" by ICANN (Internet Corporation for Assigned Names and Numbers) in 2012, allowing enterprises and institutions to customize suffixes, the domain name system has ushered in a disruptive change. By 2025, the number of new gTLDs in the world has exceeded 39 million, accounting for 10.5% of the total domain names18. Does this growth herald the end of the .com domain name era? What kind of industry logic does the rise and challenge of new gTLDs reveal?


Changes in the market structure: the counterattack of new gTLDs


1. Precise positioning in vertical fields: New top-level domain names break the traditional domain name structure through industry customization. For example, suffixes such as .tech (technology), .shop (e-commerce), and .design (design) accurately match the needs of subdivided fields, helping companies achieve the effect of "what you see is what you get" in brand communication. This feature is particularly favored by emerging industries. For example, the blockchain field uses suffixes such as .eth and .bnb as digital asset identifiers.


2. Registration growth and technology drive: Although the overall registration volume of traditional gTLDs (such as .com and .net) has declined, some new gTLDs have performed well. For example, the .org domain name grew against the trend to 11 million registrations in 2024, and its strategy includes price stability and strengthening brand trust.


3. Window opportunity for the second round of applications: ICANN plans to open the second round of new gTLD applications in 2026. Enterprises can shorten the verification process by integrating resources and selecting efficient registrar service providers (RSPs) to seize the opportunity to deploy digital assets. Brand top-level domains (.brand) are regarded as the core of corporate digital strategies. They can freely allocate subdomains and strengthen intellectual property protection.


Challenges and dilemmas: Breakthrough problems of new gTLDs


1. Awareness and trust problems: Despite the surge in the number of new gTLDs, users still have doubts about the trust of non-.com domains . Surveys show that the global recognition rate of .com domain is as high as 89%, while niche suffixes (such as .xyz) are often misjudged as phishing websites due to their high abuse rate.


2. Technical adaptation and ecological integration: Although Chinese domain names have received policy support, they still need to promote full-link compatibility such as browsers and email systems. The technical training organized by the Internet Society of China in 2024 showed that some application vendors' support for Chinese domain names is still in its infancy. In addition, new gTLDs need to be deeply integrated with search engine optimization (SEO) rules, and some niche suffixes may affect traffic acquisition due to low recognition.


3. Investment risks and bubble concerns: New gTLD investment is polarized: short-character, highly correlated domain names (such as .ai, .web3) have significant premiums, but a large number of long-tail suffixes have become "digital inventory" due to lack of application scenarios. The market needs to be wary of the waste of resources caused by speculative registration.


Future: The road to breaking new gTLDs


1. Technology-driven innovation:
Blockchain and decentralization: Some institutions have tried to build a decentralized domain name system (such as `.metropolis`) through blockchain technology to challenge ICANN's traditional management model and improve the efficiency of domain name allocation.
Integration of IPv6 and IoT: New gTLDs can become identifiers for IoT devices, such as allocating `.home` domain names to smart home appliances, promoting the implementation of the Internet of Everything scenario.


2. Market education and application deepening:
User habit cultivation: Demonstrate the actual value of new gTLDs through cases (such as BNP Paribas using `.bnpparibas` to replace `.com`) to enhance market acceptance.
Industry standardization: Promote the legal connection between new gTLDs and trademarks and intellectual property rights, such as the 89.3% winning rate of Hangzhou Internet Court in Chinese domain name infringement cases, providing a reference for brand protection.


Therefore, ".com is dead" is actually a false proposition. The rise of new gTLDs reflects the differentiation of market demand rather than substitution. In the future, the domain name market will present a diversified pattern of "traditional stability and emerging specialization". Enterprises need to dynamically configure domain name assets according to strategic goals to seize the right to speak in the competition of digital brands.



If you are ready to embark on your online journey, then take action immediately. A good domain name waits for no one