Global Marketing Leaders Show Interest in gTLDs, But Many Still Don’t Understand the Basics
ICANN Survey Signals Strong Support for New Domains Ahead of 2026 Launch Window
A new global survey commissioned by the Internet Corporation for Assigned Names and Numbers (ICANN) reveals strong interest from marketers in using generic top-level domains (gTLDs) to strengthen online brand identity. But it also highlights a disconnect: a large share of marketing professionals still don’t fully understand what gTLDs are or how to apply for them.
The findings come just months before ICANN opens the next application period for new gTLDs in April 2026. This will be the first opportunity in more than a decade for businesses and other organizations to apply to operate their own gTLD—like .brand, .charity, or .cityname.
Brands See the Value—Once It’s Explained
The survey included more than 2,000 marketing leaders across eight countries. After learning what a gTLD is, 92% of respondents said they could see how one might benefit their organization. Key advantages mentioned included stronger brand differentiation (46%), increased consumer trust (45%), greater control over web presence (44%), and potential SEO (Search Engine Optimization) benefits (44%).
But before hearing a definition, nearly a third of respondents (32%) admitted they were unfamiliar with gTLDs entirely.
That gap in awareness is a problem. Without a baseline understanding, many marketing departments are missing an option that could help them address persistent challenges like customer trust, digital visibility, and competitive differentiation.
Cost, Clarity, and Resources: The Main Roadblocks
While interest is high, many survey participants cited barriers to entry. Cost came up as the top concern, followed by lack of information and limited in-house resources to manage the application process.
Only 19% of marketing leaders said their organization had previously applied for a gTLD, showing how rare this move remains—even among global brands.
ICANN plans to support potential applicants with clearer documentation and guidance. This includes educational tools and an Applicant Support Program (ASP) that offers both financial and technical help for qualified candidates.
Regional Differences Show a Divide in Adoption Readiness
Marketers in Nigeria and India were the most enthusiastic. In those countries, 74% and 61% of respondents respectively expressed strong interest in using a gTLD for their brand. Marketers in Mexico and South Africa also showed confidence in the opportunity.
China showed a more mixed response. About half of Chinese marketing leaders saw strong potential in gTLDs, but 49% questioned whether the return would justify the cost.
The United States and U.K. reflected middle ground—high awareness, moderate optimism, and more focus on resource availability.
Why Timing Matters
Brands are currently under pressure to increase visibility and consumer confidence. According to the research, 54% of marketing leaders list brand awareness as a top priority, followed closely by attracting the right audience and staying relevant in digital channels.
gTLDs offer one possible solution. A gTLD can act as a branded zone on the Internet, signaling credibility and ownership. That matters in a time when phishing, spoofing, and fake domains continue to erode trust online.
Theresa Swinehart, Senior Vice President of Global Domains & Strategy at ICANN, urged brands to begin exploring the process. “This upcoming window is more than just a technical launch. It’s a chance for companies and communities to claim their own digital label,” she said. “But many still don’t know what’s possible. That’s where ICANN can step in and help.”
Next Steps for Interested Organizations
ICANN is working to close the knowledge gap ahead of the 2026 window. Educational materials, workshops, and dedicated online resources are being rolled out over the next year. The Applicant Support Program will also help lower the barrier for organizations that may not have the budget or in-house expertise to manage the application independently.
Organizations can access the full research report, Understanding the gTLD Opportunity for Brands, through ICANN’s official website. Additional information on the 2026 application window is also available there.
The Big Picture
Marketers want more ways to stand out. gTLDs offer one option—one that is underused, misunderstood, and about to become much more accessible. With interest growing and the application deadline approaching, the smart move for any brand is to learn how gTLDs work and decide if a custom domain extension could support their goals online.