MUMBAI: A fresh survey from the Internet Corporation for Assigned Names and Numbers (Icann) reveals that 52 per cent of marketing leaders see serious brand-boosting potential in owning a bespoke top-level domain—but a third haven’t the faintest clue what a gTLD actually is.
Top-level domains (the bit after the dot, like .london, .tech or .love) are about to hit the market again, with Icann gearing up to open its first application window in over a decade come April 2026. But despite the looming gold rush, many brands are snoozing through the starter gun.
Of the 2,000-plus marketers surveyed across eight countries—including the UK, US, China and India—only 19 per cent had ever worked at a firm that applied for a gTLD. Yet once they were told what a gTLD is, a staggering 92 per cent could see the upside. Chief attractions? Brand differentiation (46 per cent), improved trust (45 per cent), tighter online control (44 per cent), and better SEO (44 per cent). In short, more power behind the dot.
Still, roadblocks remain. Cost (31 per cent), ignorance (27 per cent), and tight resources (24 per cent) are keeping the gTLD dream on ice for many. Regional views are anything but uniform: Nigeria (74 per cent) and India (61 per cent) are bullish on the potential, while China is more split—half the marketers there think gTLDs are worth it, the other half call them a waste of money.
This matters. Marketers say standing out online is their top challenge (53 per cent), followed by grabbing the right audience (52 per cent) and keeping up with digital trends (47 per cent). A gTLD—essentially your own walled garden on the Internet—could be a game-changer. Think trust, exclusivity, and a domain that actually means something.
Icann SVP of global domains & strategy Theresa Swinehart says: “The New gTLD Program: Next Round presents an opportunity for businesses, communities, governments, and others to apply to operate their own secure space online, tailored to fit their organization, community, culture, language, and customer interests. Now is also the moment for brands to consider applying for a gTLD, and this research tells us there is still a lack of awareness. Icann can help provide information and raise awareness of the Next Round and the opportunity it presents for global communities, organizations, and businesses, including brands.”
For brands looking to own their digital patch—whether it’s .coffee, .africa or .you—the clock is ticking. And with consumers more sceptical than ever online, trust might just come in three characters or more.
Read the full report: Understanding the gTLD Opportunity for Brands