Global survey reveals missed opportunities in gTLD adoption among marketers
Global survey finds 92% of marketers recognize opportunities delivered by generic top-level domains, but cost and awareness barriers remain ahead of 2026 application window.
A new international survey commissioned by the Internet Corporation for Assigned Names and Numbers (ICANN) shows a growing interest in generic top-level domains (gTLDs) among marketing professionals; however, it also shows significant gaps in awareness and understanding. The study, released on 20 May 2025, surveyed over 2,000 marketing leaders across eight countries: Brazil, China, India, Mexico, Nigeria, South Africa, the United Kingdom, and the United States, offering insight into how digital branding strategies are evolving ahead of ICANN’s next gTLD application round in April 2026.
gTLDs refer to the suffixes that follow the final dot in a web address, such as .menu, .paris, or .charity. These can be operated by organisations to build branded, secure, and recognisable online spaces. The research found that 52% of marketing leaders believe gTLDs have strong potential to enhance brand presence. Once the concept was explained, 92% acknowledged clear benefits, including improved brand differentiation, increased user trust, greater control over online presence, and enhanced search engine performance.
Despite this recognition, awareness remains a barrier: 32% of marketing leaders surveyed were unfamiliar with gTLDs, and only 19% said their organisations had previously applied for one. The top obstacles to pursuing gTLDs included perceived high costs (31%), lack of knowledge (27%), and limited resources (24%). Regional differences were also noted. Marketers in Nigeria (74%) and India (61%) were the most optimistic about the potential of gTLDs, while responses from China were more divided, with 49% expressing concerns about unclear returns on investment.
These findings emerge as marketers globally face increasing challenges in distinguishing their brands online, engaging target audiences, and adapting to shifting digital trends. As a result, the upcoming New gTLD Program: Next Round represents a timely opportunity for organisations to secure digital identifiers aligned with their identity, sector, or geographic focus.
For civil society, the implications are notable. gTLDs offer a way for non-commercial groups, local communities, and public interest organisations to establish trusted and distinct online spaces tailored to their missions and audiences. Raising awareness and ensuring equitable access to this opportunity is critical for supporting digital inclusion and pluralism in the domain name system.
The full report, Understanding the gTLD Opportunity for Brands, is available at ICANN’s website
