What Donuts’ data tell us about the new top level domain market – Domain Name Wire

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8 Comments November 6, 2020
A look at premium sales and which TLDs drive the most volume
Donuts, the largest top level domain operator in terms of number of strings, published a report about its sales in October. While the company doesn’t provide absolute numbers in its report, it does give us some insight into the new top level domain market.
Let’s start with premium domains. Donuts lists its top 20 premium domains registered in October, ranked by wholesale price. The top sale was prime.mortgage, followed by health.studio.
Running some checks at domain registrars, I believe the wholesale price for prime.mortgage is about $2,500 and health.studio is about $1,000. The 20th highest sale on the chart, millionaire.dating, is about $800 a year wholesale. So sales of $1k+/year premium domains are still meager, but there’s a lot of activity sub-$1,000. (Keep in mind that this list doesn’t include renewals of premium domains.)
The company also lists its top 10 top level domains in terms of registrations. The list is topped by .live again, but this doesn’t tell us too much about success. While .live is one of Donuts’ better domains, first-year registrations are only a few bucks, so price has a lot to do with the volume. It would be interesting to see this list ranked by total registration revenue.
As I pointed out last month, people tend to register second level domains in new TLDs that are similar to the terms they register in .com. Online and Life are the top two at Donuts.
You can view the full monthly report here.
Categories: Domain Sales
Andrew Allemann has been registering domains for over 25 years and publishing Domain Name Wire since 2005. He has been quoted about his expertise in domain names by The Wall Street Journal, New York Times, and NPR. Connect with Andrew: LinkedInTwitter/XFacebook
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Malik says
November 6, 2020 at 12:18 pm
If you want to buy domains with high renewals just make sure it’s worth it. The name has to be extremely good. I have online.dating and I’m happy to pay the premium renewal for it
oliv says
November 6, 2020 at 2:26 pm
how much is it for online.dating ?
thank you
Mo says
November 7, 2020 at 11:45 am
Your domain does not resolve…How do you expect people to reach you…
I bet I am paying more on my renewal..
Steve says
November 6, 2020 at 4:04 pm
Will everyone who’s domains are NOT premium (regardless of extension), please raise your hands?
In 3, 2, 1 . . .
Yea; that’s what I thought.
Anyone? Anyone?
Bueller? Bueller? Ferris Beuller?
Crickets. Only crickets.
Lifesavings.online says
November 6, 2020 at 4:41 pm
What are you asking? I have domains with regular renewals. I have some with premium too, but I don’t list those so much.
I have spent YEARS looking at the best (subjectively) available NON premium domains. I have each renewal listed (on my website)…Those are renewal fees. 95% + are regular renewal fees. You were asking NON premium? That is the type of domains that you can get, without paying ‘premium’. See for yourself, perhaps you can do better if you really even care.
So while 95% of mine are NOT premium, let me promote the PREMIUM ones LOL!
Some of my domains are in the ‘premium’ category but UNDER $100 a year too. Of course there is risk / reward issue connected to renewal fee. I think it’s prudent to consider the domain and the fee. I don’t think $100/year disqualifies a domain.
One example of a ‘premium’ domain I have is seafood.recipes, at about $70/yr, for example.
Let me explain how/why I pick this type of domain. This term ‘only’ gets 12k searches a month…seafood recipes on the front isn’t a ‘great generic’ maybe, not by the stats!
But consider, related (sub) terms, such as ‘shrimp recipes’ gets 100k+ month. So ‘seafood recipes’ really dominates almost 1m monthly searches with the VERY related sub-terms. It is DECEPTIVELY more valuable than the surface suggest. For authority, seafood.recipes dominates shrimp.recipes even while it isn’t as exacting! That is my opinion though. It has 10x LESS volume, but I consider it MORE valuable.
You can find some good domains this way, I think if you get over the ‘premium’ price and look into domains in the $50-$100 year range, you will fare better.
Finding ‘non premium’ renewal domains is difficult, you are 2 years+ too late IMO. Probably in this case, set up dropcatches.
Snoopy says
November 6, 2020 at 10:53 pm
Forget about any domain with a premium renewal, huge money drain.
Jun Ho says
November 8, 2020 at 9:52 am
Speaking of new gTLDs, who is Jean Guillon, who looks like a haunt to fiercely defend the new GTLDs?
A few days ago I made a publication, informing the result of a survey that we did with our clients and we will not participate in the 2nd new gTLD program.
Because our customers who live in the UKOTS prefer .ukots.com domains instead of .ukots.
Quickly this mr. Jean appeared to defend the new gTLDs. I found his profile on the ICANN Wiki, but I was too lazy to read it.
John says
November 9, 2020 at 7:36 am
Premium renewals are bad.
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