​The .tv internet suffix is having a moment.

Thanks to the surging popularity of online video, having a .tv internet address is now “an important branding point,” The New York Times reported Wednesday.

As anyone in the entertainment field knows these days, younger audiences are increasingly consuming video on smartphones, laptops, and gaming consoles, and the .tv address can be an important distinction when it comes to consumer perception.

The Times said that the shift also represents the diminished importance of web browsers when it comes to consuming digital media.

190 million people watched online video content last year, the Times reported.

In a funny twist, the tiny island nation of Tuvalu is the actual owner of the .tv domain. After an initial $50 million payment to an internet company to manage the domain, the nation now receives a couple million dollars per year.

Among the brands that opt for .tv instead of .com for their online video? Major League Baseball, FYI Network, and Red Bull.

The trend is also helpful for brands—especially smaller ones—that are finding their preferred .com address already taken in a maturing internet.

Read More: The New York Times

Brief Take: Rather than just being another web address to acquire and manage, .tv names can be an important brand identifier for companies wanting to draw attention to their online video offerings.

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