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Inside the Numbers: How Young Founders Are Shaping the Domain World

Every website needs a domain name to be found on the internet. These short words and letters are more than just web addresses; they’re part of how people and businesses build their online identity. By looking at domain registration trends, we can see how the next generation of digital creators are changing the internet. This was one of the key topics of this year’s Baltic Domain Days.

The Big Picture

Around the world, there are about 380 million registered domain names. The classic .com still rules, with about 42% of all domains. European country domains like .ee, .lv, or .lt hold about 20%, and newer endings like .app, .shop, or .online make up another 14%.

Europe’s domain market has become stable and mature. There are over 70 million registered domains, but growth is slow: about 0.5% a year. Most people and companies who want domains already have them. What’s changing is who is registering new ones and why.

The Rise of Under-40 Founders

The new wave of entrepreneurs, mostly people under 40, are digital by nature. They grew up with the internet, smartphones, and social media. For them, starting a business or side project online feels natural. They run microbusinesses, creative studios, e-shops, and digital services that depend on online visibility.

For these young founders, a domain name feels more like a technical detail, while social media is seen as a all-in-one solution for reaching potential customer bases faster, more convenient and free.

Under 40-founders can described as:

More global: reaching customers outside their own countries and already in the early stages of business.

More flexible: using remote work, online stores, and digital tools. One noticeable change is also the renting vs owning dilemma that has shifted strongly within the past 10 years.

More experimental: trying new ideas and moving quickly between projects. This also means that the initial investment to start a business is lower.

However, this flexibility also means they often switch directions fast. Many of their first ventures end after two to three years. This together with the importance of digital presence explains why retention rates for domain registrations among younger registrants are lower.

From “Trust and Security” to “My Digital Name”

Older internet users often chose domains for safety and trust - they wanted their online identity to look official. But under-40 founders care more about visibility, engagement, and style. Their thinking goes like this: “My social media page shows my personality, but my domain name is where I own my brand.”

In this generation, owning a domain is like owning your nameplate on the internet. It gives them control over how they’re seen. Something social media platforms can’t always guarantee.

What Keeps People Renewing Their Domains

Several studies have tackled this big question. The results show us that retention depends on a few things:

Active use matters. Domains linked to real websites are renewed about 90% of the time. Those with no content often disappear.
Good service helps. Registrars that send friendly reminders, explain things clearly, and offer local-language support build trust.
Stable pricing wins. While discounts attract new buyers, transparent, long-term pricing keeps them around. Studies have shown that initial discounts does not mean higher retention, but oftentimes the opposite.
Multi-year registrations show confidence and increase retention. Services related like email service or web hosting adds the boost as well.

For younger entrepreneurs, retention also grows when they see direct results - traffic, sales, or recognition from having their own website.

The Baltic Perspective

In the Baltic countries domain markets are smaller but vibrant. Local trust, strong digital skills, and national pride make people prefer .ee, .lv, or .lt domains. Even though the total number of domains is modest, the energy comes from tech-savvy young founders creating new digital businesses. The strong ICT sector has built a strong foundation in digital businesses and use of domain names. Registries and registrar have to show their practical value and importance.

These users care about local support and easy communication, but they may be also sensitive to price, which is shown in the Estonian market. For them, buying a domain must feel fast, affordable, and meaningful.

Looking Forward

The future of the domain world belongs to the digital generation. While their projects may come and go, their influence is lasting. They’re redefining what owning a domain means: not just a website address, but a personal space of ownership and identity in an online world that changes every day.

In the years ahead, expect more domains to be tied to small brands, side hustles, and creative ventures - each one a tiny mark of independence. Because in the eyes of young founders, a domain isn’t just an address, it’s your name, your voice, and your place in the digital world.

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