Identity Digital®, a leader in connecting the online world through domain names and related technologies, today shared new research focused on domain name investing, a growing alternative asset class. The findings revealed that domain investing is particularly popular amongst millennial investors surveyed who are seeking accessible, digitally native avenues for long-term growth.
The investment landscape is growing increasingly competitive, and domain names have emerged as a differentiated path to value creation. According to the research, investors 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. 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:
- Median portfolio size is approximately 100 domains
- 66% of investors surveyed purchase fewer than 100 domains annually
- 82% of investors surveyed sell fewer than 50 domains annually
- 74% of investors surveyed hold domains for at least one year
“The modern internet is offering new ways for domain investors to track consumer behavior and potential opportunities,” said Matt Overman, Chief Revenue Officer at Identity Digital. “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% of respondents, with 49% working in tech or related fields and 66% maintaining full- or part-time careers outside of domain investing. This suggests a digitally savvy, part-time investor base with growth ambitions. 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.
The research 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.
“As an asset class, premium domains combine scarcity, strategic relevance, and long-term utility,” said Brett Berhoff, a domain strategist and investor.
Identity Digital continues to expand infrastructure and resources designed to support new and experienced domain investors navigating the evolving digital economy. This includes tools that enable investors to carry and resell more easily. Identity Digital regularly publishes research and analysis on emerging domain trends, including insights on new top-level domain (nTLD) adoption, on its newsroom.
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.
About Identity Digital
Identity Digital Inc. simplifies and connects the online world with domain names and related technologies to empower people to build, market, and own their authentic digital identities. With the world’s largest portfolio of TLDs, including .llc, .pro, .world, .fyi, and .studio, Identity Digital supports over 28 million domains on its innovative registry services platform. In addition, Identity Digital enables customers to discover, register, support, and use high-quality domain names with its registrar, name.com. Headquartered in Bellevue, WA, Identity Digital is a global company with approximately 250 employees. For more information, please visit identity.digital.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260617786914/en/
Media gallery
