As technology evolves and our internet habits change, the world of domains is seeing some interesting shifts.
According to the Domain Name Industry Brief Quarterly Report, domain registrations grew by 3 million in 2024. While .com remains the most popular domain extension, people are starting to warm up to newer, more unique options.
In fact, in 2024, legacy TLDs like .com and .net domains experienced a combined year-over-year decline of 2.5% in registrations. This decrease was offset by a growth in country code top-level domains (ccTLDs) and descriptive top-level domains, also known as new generic top-level domains (ngTLDs).
Let’s take a closer look at the latest domain name trends and the forces behind them. As you’re creating a website, use these insights to choose the perfect name and inform your digital strategy.
01. ccTLDs are no longer just country codes, but key branding tools
With a 1.4% year-over-year increase in registrations, country-code top-level domains (ccTLDs) are on the rise—but not for the reasons you might think. What were once simple geographic identifiers are quickly becoming powerful branding tools.
For example, several ccTLDs have been reimagined for creative and strategic purposes:
.co: Once Colombia’s country code, is now widely used by companies and startups as a shorthand for "corporation" or "company."
.me: Montenegro’s domain has become a favorite for personalization, social networking, and clever calls-to-action like "call.me" or "join.me."
.my: Malaysia’s domain is gaining traction as a unique and memorable option for branding.
Perhaps the most well-known example of this: AI (or .ai), which used to be known as Anguilla’s country code. Now synonymous with artificial intelligence, AI is stealing the spotlight among popular brand-worthy extensions.
Behind the scenes, .ai is leading the charge
As AI continues to dominate industries, businesses and individuals are racing to secure domains that reflect their connection to this innovation. In 2024, .ai saw explosive growth with an 81% increase in registration from the previous year at Name.com.
Ram Mohan, chief strategy officer of Identity Digital (Name.com’s parent company), which is currently the RSP for .aI, noted in “Demand for .AI Soars at Domain Retailers Worldwide”:
“Since launching our partnership with the Government of Anguilla (GOA) in October 2024, we have seen over 300 inquiries from domain retailers in just one month. It is clear that domain retailers are eager to be part of this fast-growing ecosystem, and we’re witnessing a huge uptick in their engagement with and interest in the .AI TLD.”
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02. Descriptive domains like .shop are on the rise
While .com domains remain dominant, descriptive top-level domains (like .shop and .pro) are gaining traction. According to the DNIB Q3 report, descriptive domains grew 17.4% year over year, ending the quarter with 5.2 million more registrations than in 2023.
The surge in demand for certain top-level domains (TLDs) reflects broader industry trends and societal shifts, particularly in the areas cited below.
Gambling-related domains
The global popularity of online betting and gambling is fueling consistent demand for related TLDs. With the legalization of sports betting expanding in many regions, domain extensions like .win, .casino and .bet are becoming hot commodities.
According to Name.com 2024 sales figures:
.win has achieved an impressive 67% year-over-year growth, reflecting the competitive nature of online gambling.
.casino follows with 46% growth, underscoring its appeal to the gaming and hospitality sectors.
.bet has grown by 19%, maintaining steady traction in the betting industry.
Creator economy domains
The explosion of influencers and digital creatives, coupled with the growing adoption of decentralized platforms, has emphasized the importance of domain names on brand identity.
Domains are proving to be essential tools for personal branding, eCommerce and community-building, enabling creators to stand out in an increasingly competitive digital landscape.
Among the top-performing domains (according to Name.com data):
.store (+50% growth YoY) and .site (+26% growth) have helped social influencers drive traffic to online stores or pages where they can more easily monetize their presence.
.lol has surged by 75%, becoming a favorite among creators in entertainment and meme-driven niches.
.me (41% growth) has been widely adopted for personal branding, alongside .life (32% growth), which regularly appeals to lifestyle influencers and wellness-focused businesses.
Crypto domains
Domains related to cryptocurrency and blockchain are starting to take off, a domain name trend that’s expected to continue.
Blockchain-specific domains, such as .eth and .crypto, help to simplify cryptocurrency transactions by serving as a single address for sending and receiving funds. Instead of relying on a complex series of letters and numbers to create a wallet address, these domains act as user-friendly identifiers for crypto wallets.
The .xyz domain, often associated with NFTs and crypto projects, has seen a notable 31% year-over-year increase in registrations at Name.com. As crypto-adjacent domains are gaining momentum, new opportunities are opening up for businesses and investors to explore these technologies and their associated domains.
03. The domain aftermarket continues to grow
The domain aftermarket is where previously registered domains are bought and sold. Unlike registering a brand new domain, purchasing in the aftermarket means acquiring a name that’s already owned by someone else.
Domain names that are just one word, exact match or highly descriptive (think cars.com or sound.ai) have always been highly sought-after, creating an entire industry of aftermarket domain brokerage.
As digital branding becomes increasingly critical for businesses, the demand for these premium domains continues to rise. Known for their ability to foster trust, boost search engine optimization (SEO) and create instant recognition, premium domains have become prized assets in the online marketplace.
The domain market has also evolved into a lucrative investment arena. With dozens of domains selling for over a million dollars in recent years, investors are increasingly drawn to the market, recognizing the long-term value of owning premium, descriptive domains.
As one-word and exact-match domains become more and more rare, their value is expected to increase further. Combined with the growing use of non-.com TLDs, domains are cementing their role as both essential branding tools and strategic investment opportunities.
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Big sales that reflect this domain name trend
Several high-profile sales show just how valuable these domains can be:
chat.com was purchased for $15.5 million in 2023 by Dharmesh Shah, who later resold it to OpenAI for integration into its ChatGPT platform (TechCrunch).
gold.com fetched $8.5 million in 2024, acquired by JM Bullion to align perfectly with its core business in precious metals (namebio).
Other sales like shift.com, fair.com and rocket.com (which sold for nearly $1.4 million, $900,000 and $14 million, respectively) further demonstrate the appeal of short, memorable names that enhance brand positioning (namebio).
04. Domains are being used as personal IDs on social media alternatives like Bluesky
Alternative social platforms like Bluesky and Mastodon are attracting growing interest. The big difference with these networks is that they’re decentralized and open source.
Oftentimes, the usernames, content and technology used on these platforms aren’t owned by one company or locked into one proprietary system. Rather, they’re spread out across multiple servers, which are usually controlled by different people or groups.
Within these open source platforms, domains are the equivalent of "handles." But unlike a traditional social media handle, which is tied to a specific platform—your domain name is yours to control. Any content, followers and engagement associated with that domain stay with you, and you can carry it over to other compatible decentralized platforms.
Users are therefore incentivized to pick a domain name that represents them well. On Bluesky, a custom domain not only serves as an address but also offers a way to build your brand and stay in control of your online identity.
In this way, we’re seeing domain names play a much bigger role in social media and branding strategies.
05. AI is changing how we register and manage domains
AI is transforming all aspects of domain registration and management. From AI-powered search results that help you find the perfect domain to AI-enhanced domain security measures that prevent spam and phishing attempts, the way we find, buy and manage domains is fundamentally changing.
More broadly, AI is impacting every step of building an online presence, as website builders, email platforms and digital marketing channels all leverage this technology in innovative ways.
Read more: Tips for future-proofing your domain