A short analysis of the first 10 years of the new gTLDs

The new gTLD program launched by ICANN in 2012 aimed to increase competition and innovation in the domain name system. The main registries involved in this program were Shortdot, Identity Digital (Donuts), Radix and XYZ registry.


  • Increase in number of top-level domains (TLDs): Over 2,000 new TLDs have been introduced, including .guru, .photography, .club, .tech, .design, .online, .top and many others.
  • Boost in domain name industry: The new TLDs have helped revive the domain name industry, creating new job opportunities and increasing revenue.
  • Encouragement of innovation: The introduction of new TLDs has encouraged businesses to be creative and innovative in their online presence.


  • Slow adoption: Despite the increase in TLD options, many businesses and individuals have been slow to adopt the new TLDs, instead opting for traditional TLDs like .com and .org.
  • Security concerns: Some users have expressed concerns about the security of new TLDs, leading to hesitation in adoption.
  • High costs: Obtaining a new TLD can be expensive, leading to limited participation from small businesses and individuals.

Geo TLDs:

  • Increased localization: The introduction of geo TLDs such as .london, .paris, .berlin, and others, has increased localization of the internet and has made it easier for businesses to target their services to specific geographic regions.
  • Boost for local businesses: The geo TLDs have been beneficial for local businesses as they allow them to establish an online presence that is specific to their location, helping them to stand out from the competition.

In conclusion, the new gTLD program has had both successes and failures, but has overall increased competition and innovation in the domain name system. The main registries have played a crucial role in the implementation of the program and the new TLDs, including the geo TLDs, have added to the diversity of the internet landscape.