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The
Lowdown
Welcome to the
The Lowdown from
DN Journal - your source for notable news and information from all
corners of the global domain name industry!
The Lowdown is
compiled by DN Journal Editor & Publisher
Ron Jackson.
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Identity
Digital Releases New Research Centered on Domain
Investors - Who They Are, What They Are Buying and
Why |
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Identity
Digital®, the administrator of the
world's largest portfolio of top level domains
(nearly 300 TLDs in all), has just released the
results of an in-depth research project*
(PDF file) on domain
investing and the wide range of buyers who have
turned domain names into a growing
alternative asset class. The ID report found that
"domain investing is particularly popular amongst
millennial investors, ages 30-44, seeking
accessible, digitally native avenues for long-term
growth" and noted "The investment landscape is growing
increasingly competitive, and domain names
have emerged as a differentiated path to value
creation."
According to their research, investors,
regardless of age, look to domain sales data, TLD
performance trends, and portfolio-tracking tools
to guide their decisions, pointing to a broader
demand for more sophisticated analytical
support, adding "Domain investors today
are taking a measured, data-driven approach to
portfolio building, accumulating with purpose,
holding with conviction, and selling when the
moment is right. The numbers tell a story of
patience: |
Image
from Bigstock
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Median portfolio size is approximately 100
domains
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66% of investors surveyed purchase fewer than
100 domains annually
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82% of investors surveyed sell fewer than 50
domains annually
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74% of investors surveyed hold domains for at
least one year
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Matt Overman, Chief Revenue Officer at
Identity Digital, said “The modern internet
is offering new ways for domain investors to
track consumer behavior and potential
opportunities. Next-generation domain
extensions are starting to attract investor
attention, as creators, brands, and AI
continue to reshape the web and elevate
the importance of identity, trust, and
authenticity.”
"Investor interest is increasingly shaped
by industries and trends they believe will
drive demand, including extensions tied to
emerging technologies. The AI boom is
fueling particularly strong interest in .ai
domains, which have a 69% net-positive
investor sentiment score, while .io
domains reached 64%."
The research also reveals who is
investing. Millennial-aged investors now
represent the largest segment at 66%, with 49%
working in tech or related fields and 66%
maintaining full- or part-time careers outside
of domain investing. Recent
market data reinforces the trend
with alternative assets accounting for up
to 20% of millennials’ portfolios,
nearly double the share held by Gen X
and triple that of baby boomers.
|
Matt
Overman
CRO, Identity Digital |
The ID research also highlights the expanding
influence registries and registrars have on
investor behavior. When selecting a registrar,
investors’ top priorities are low domain renewal
fees, ease of portfolio management, and
accessibility of support teams. Registry marketing was found to play a
meaningful role as well. Notably, 67% of
investors surveyed say registry operators directly
impact their investment decisions, and 69%
say they are more likely to invest in a TLD when
they see active registry marketing, underscoring the
role that platform and promotional support play in
shaping where capital flows.
*Research Methodology
Research findings are based on a two-phase study
conducted in 2025 by Identity Digital, combining
qualitative interviews with domain industry experts
and a quantitative survey of 100+ domain investors. Identity
Digital regularly publishes research and analysis on
emerging domain trends, including insights on new
top-level domain (nTLD) adoption, on its newsroom.
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(Posted
June 17, 2026)
*****
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