And make no mistake, it was truly awful. Eight new gTLDs entered the General Availability phase this week and their total day one registrations amount to 15,724. In other words, an average of less than 2,000 registration per new gTLD (1966, to be more precise).
Got these numbers from TheDomains and they are the result of data gathered from nTLDStats.com as well as RegistrarStats.com, with the highest value taken in each case (so for example, if nTLDStats had higher numbers for gTLD1 than RegistrarStats, the nTLDStats numbers were taken and if nTLDStats had lower numbers than RegistrarStats for gTLD2, the RegistrarStats numbers were taken).
Here are the new gTLDs which went live this week:
The reasons, in my opinion, aren’t difficult to identify.
On the one hand, the costs are prohibitive for someone like a domainer who buys more than one or two domains. The best domains were either unavailable or had premium pricing and even for the ones which were available without premium pricing, the registration fee was on the high site. If you’re buying several domains, there’s a huge difference between paying $35-$40 or more a pop compared to what you pay for let’s say a dot com. And you’ll be reminded of that difference whenever renewal time comes
On the other hand, with a few exceptions, new gTLDs are barely promoted. Maybe the people behind them are trying to reinvent the wheel by proving that marketing isn’t needed, not a good idea in my opinion and this week’s results prove it. If you had dot co as a case study and still don’t understand the importance of promoting your gTLD, I’m sorry but there are just no excuses.
These two reasons alone should make it clear why this week’s results shouldn’t surprise anyone.
Registry operators could have gotten away with such a strategy during the first couple of new gTLD launches but now that the novelty has worn off, it’s just not going to cut it. With more and more gTLDs appearing each week, they really need to up their game in my opinion because otherwise, most new gTLD launches will end up representing a joke and a bad one at that.