The third year of not-com availability was marked by exponential growth and major boosts in consumer awareness as businesses continued their online migration away from dot-com.
Total not-com registrations grew 230 percent to above 27 million this year, including a record-breaking month of June in which 3.8 million new domains were registered.
Donuts launched some of its most highly-anticipated domains this year, including: ‘dot-wine’ (.wine), ‘dot-shopping’ (.shopping), ‘dot-doctor’ (.doctor), and ‘dot-group’ (.group). In total, there are now more than 500 not-com naming options available to the public – nearly 200 of these are managed by Donuts.
And not only is the number of not-com websites increasing, but so is the number of Internet users visiting them. The number of not-coms in the Alexa Top 1 Million – a list of the most popular websites based on traffic – increased by more than 300 percent this year.
We’re seeing a major shift in the Internet’s naming system, as more than half of all domains worldwide are registered outside the 'dot-com' extension, with over 10,000 new not-com domains registered every day—roughly one every 10 seconds.
One of the major reasons for this growth is that businesses – from startups to the most iconic brands on the planet – are increasingly choosing to identify themselves with not-com naming options. Adoption examples from this year include:
- Alphabet, Google’s parent company, launched earlier this year using the catchy web address: Abc.xyz
- Additionally, Google’s famed corporate research lab moved to the web address: X.company
- T-Mobile chose TMobile.careers to advertise open positions at the company and recruit employees
- Similarly, Under Armour migrated its careers page to UnderArmour.jobs
- To celebrate its 100th birthday, BMW launched Next100.bmw, a website dedicated to its vision for the automotive industry over the next 100 years
Movie studios such as Lionsgate raked in more than $2.1 billion in box office receipts over the past year, often promoting new features with Donuts’ ‘dot-movie’ (.Movie) domain extension. One standout example is La La Land, which was promoted using LaLaLand.movie and has already broken records in its December 9 limited release.
Earlier this year, Gods of Egypt (GodsOfEgypyt.movie) ran a commercial during the Super Bowl that caught the attention of many marketers by directing viewers to its .Movie web address. Additional ‘dot-movie’ examples included: DeepWaterHorizon.movie, NowYouSeeMe.movie, and TheDivergentSeries.movie.
These are just a few examples that demonstrate why marketers and brand owners are so excited about the influx of creative naming options that allow them to build keyword-rich web addresses that stand out from the crowd and speak their products, services and ideas.
Another area of momentum is the growing list of sports stars and celebrities that choose to promote their initiatives with specific and meaningful domain extensions:
● Danny Willett, the 2016 Masters Champion, caught the attention of Golf Digest after winning his green jacket by directing fans to DannyWillett.golf.
● Gordon Hayward, a star player for the Utah Jazz, connects with his fans at GordonHayward20.life.
● Lady Gaga launched her charity foundation on the website BornThisWay.foundation
● Pro Bowl linebacker AJ Hawk hosts his podcast on TheHawkCast.show
● Former world number one golfer Lee Westwood keeps fans updated at LeeWestwood.golf
Between the usage cases and the data reported from 2016, we have a promising snapshot of what’s to come for the growth and adoption of not-com naming options.