It's Time to Stop Underestimating New Top-Level Domains

For years, the industry assumed customers only trusted traditional domains. That assumption is costing you money.

The data is clear: customer beliefs are changing fast, and new TLDs (nTLDs) are now seen as credible, memorable alternatives. Registrars and resellers who recognize this shift early will capture significant market share.‍

The Legitimacy Barrier Is Crumbling‍

Concerns about nTLDs looking "unprofessional" have historically blocked adoption. Not anymore.

Identity Digital's customer research across seven waves over three years reveals a 22% increase in perceived legitimacy of nTLDs. Even more striking: consumers report a 90% increase in perceived memorability for websites using nTLDs.

This shift is driven by changing use cases. More than 1 out of 2 Gen Z and Millennial domain buyers are building side hustles, freelance portfolios, and passion projects—use cases where descriptive domains like .design, .ai, or .studio provide instant clarity and differentiation.‍

Tech Startups Are Leading the Way

This isn't speculation—it's validated by real behavior. Among 4,000+ startups from Y Combinator and Techstars, nTLD usage has grown 50% in five years. By early 2025, 54% used an nTLD as their primary domain, and nTLDs are on track to surpass .com among prominent tech startups this year.¹ If the most innovative companies are choosing nTLDs, your customers are paying attention.‍

Capture Revenue by Moving First‍

Your customers' beliefs have changed—your strategy should too. By actively promoting nTLDs, especially to Gen Z and Millennial buyers, you remove friction, meet demand, and capture a growing market segment before your competitors do.

The trust has been built. Now is the time to position descriptive domains as the modern, credible choice they've become.^‍

¹ The Rise of Non-Traditional Domains in Tech Startups