By Martin Ekpeke
A new global survey conducted by the Internet Corporation for Assigned Names and Numbers (ICANN) has shed light on marketers’ perceptions and understanding of generic top-level domains (gTLDs). The research reveals that while a significant 92% of marketing leaders recognize the potential benefits of gTLDs, hurdles such as cost and a lack of awareness are hindering wider adoption, especially as the next application window for new gTLDs approaches in April 2026.
The survey, which polled over 2,000 marketing leaders across eight countries (Brazil, China, India, Mexico, Nigeria, South Africa, U.K., and U.S.), aimed to map the evolving digital marketing landscape and assess gTLD awareness. The findings arrive as ICANN prepares for its “New gTLD Program: Next Round,” offering the first opportunity in over a decade for organizations to apply to operate their own gTLD.
gTLDs, the characters following the dot in a URL (e.g., .charity, .menu, .paris, .ceo), allow brands to signify their purpose or clearly mark their online presence. While increasing brand awareness and visibility remains a top priority for 54% of marketing leaders, and over half believe gTLDs can strongly enhance online brand presence, a surprising 32% of those surveyed are unfamiliar with gTLDs, suggesting a missed strategic opportunity for many organizations.
Here are four key findings from the ICANN global survey:
- High Recognition of Potential Benefits (Post-Definition): After being defined, a striking 92% of marketing leaders identified potential benefits of gTLDs. The most frequently cited advantages included enhanced brand differentiation (46%), improved customer trust (45%), greater control over online presence (44%), and improved SEO (44%).
- Limited Prior Application Experience: Only 19% of marketing leaders reported working for organizations that had previously applied for a gTLD, indicating a relatively low historical engagement with the application process.
- Key Barriers to Application Identified: The survey pinpointed the primary obstacles preventing organizations from applying for gTLDs. These include cost concerns (31%), knowledge gaps (27%), and insufficient resources (24%).
- Regional Variations in Belief: The research uncovered significant regional differences in the perceived potential of gTLDs. Marketing leaders in Nigeria (74%) and India (61%) demonstrated the strongest belief in gTLDs’ potential for branding and online presence. Conversely, marketers in China exhibited more varied views, with 50% recognizing strong potential while 49% considered gTLDs an unnecessary investment with unclear Return On Investment.
These findings emerge at a time when marketing leaders globally grapple with significant challenges, including standing out from competitors (53%), attracting and engaging the right audience (52%), and keeping pace with rapidly evolving digital trends (47%).
Theresa Swinehart, SVP, Global Domains & Strategy at ICANN, emphasized that the upcoming “New gTLD Program: Next Round” offers a unique opportunity for businesses, communities, and governments to establish their own secure and tailored online spaces. She acknowledged the survey’s revelation of a persistent awareness gap and highlighted ICANN’s commitment to providing resources and raising awareness about the opportunities presented by the next application round, including the Applicant Support Program (ASP) for financial and non-financial assistance.