It’s slow, but marching upward.
A lot of things are playing out slowly with new top level domain names, including the adoption of so-called “.brand” domain names. These are domains such as .google and .mlb that are owned by brands.
Now you can track the progress these domains are making with the help of a new stats page on Neustar’s MakeWay.World website.
According to the site’s latest statistics, .568 .brand top level domain names have been delegated and 6,856 domains have been registered across these TLDs. That’s an average of 12 per top level domain.
The site’s StatsHub also provides a breakdown of how the domains are used by company.
For example, MLB Advanced Media shows 33 registered domains and 32 redirecting. This includes redirects for all 30 Major League Baseball Teams.
Data is sourced daily from ICANN’s zone file service.
Eric Lyon says
Some interesting statistics. I’m not sure that this data is beneficial to investors though since the majority of .brands are for private/internal use only. With that said, it definitely benefits the industry as a whole seeing how some companies are using these privatized .brands.
Snoopy says
Who cares about redirects? There is pretty much nothing happening in relation to .brand, it has been a far bigger flop than the regular ntlds.
Look at Google. launched a couple of minor sites, then nothing. Ditto for BMW, one an unimportant history site launched then nothing more 2 years down the track. Canon’s proposed rollout seems to have ground to a halt, ditto for Barclays who clearly still aren’t willing to trust their .brand for anything transactional. They said they were moving everything over, what happened?
What is clear is some have experimented, then stopped do anything. I think the conclusion from that is pretty obvious. Remember all the talk from 4-5 years ago about companies “making the switch”?
Neustar is going to have a very hard job trying to sell a 2nd round given how the first has gone. I can see what they are trying to do, but actual usage doesn’t line up with Neustar’s PR.
Joseph Peterson says
It’s astonishing, really, that executives approved spending 6 figures on ICANN applications to run dot Brands without hammering out some concrete strategy for implementation and marketing.
6 figures purely as a place holder? In case they decide to figure out why they bought their own Dot Brand nTLD later on? Apparently so.
There might be compelling reasons for using a Dot Brand. But unless they test the waters a bit more aggressively than this, it’s impossible to tell.