The weekend box office numbers are in, and .xxx didn’t put as many bums on seats as might have been expected.
ICM Registry sold 55,367 new .xxx domain names in its first 24 hours of general availability, giving it a total of almost 159,351 registrations, according to the company.
That’s pretty good going for a TLD which, despite the spin in ICM’s recent TV commercials, is intended for a limited customer base, and which is selling for $80 to $100 a year.
Given its $60 registry fee, ICM will have taken over $3.3 million in revenue yesterday, over $550,000 of which will be given to its sponsoring organization, IFFOR.
However, the 159,351 total includes non-resolving domains, ICM has confirmed.
Due to the unique trademark protection mechanisms put in place for non-porn companies, it’s possible to pay for a .xxx domain that will only ever resolve to a standard registry placeholder.
ICM has previously said that it took almost 80,000 sunrise applications, and that the landrush phase put its total “comfortably over 100,000″.
It did not, however, break out the mix of Sunrise A (resolving) and Sunrise B (non-resolving) domains.
That’s an important distinction, both for ICM’s ongoing revenue and for gauging demand for .xxx among registrants.
Each Sunrise B domain gave ICM a $161 windfall but, unlike every other TLD launched to date, has the sale had no recurring revenue component.
I think it’s possible that 50,000 to 60,000 sunrise domains were non-resolvers, which would give .xxx a total of roughly 100,000 active domains under management after one day of GA.
(My assumptions are that all 80,000 sunrise applications were unique and approved, and that roughly two thirds were for Sunrise B non-resolving domains).
Assuming all the active domains are renewed, it’s a $6 million a year business (or $5 million, if you exclude the mandatory IFFOR donation) for ICM already.
The .xxx zone is already bigger than .travel, .pro, .jobs, .aero, .coop, .museum and .cat. It will likely be bigger than .name, .tel and .asia by the end of the month.
So why suggest that it’s a disappointing result?
First, for a few years ICM was accepting no-cost .xxx “pre-reservations” through its web site, while its gTLD application was in ICANN limbo.
It racked up over 900,000 such reservations for roughly 650,000 unique .xxx domain names before shutting the offer down in July this year.
One might expect that most people interested enough in .xxx to pre-register a domain months or years in advance might also be interested in grabbing that domain during landrush, sunrise or at the moment of GA. That apparently didn’t happen.
Let’s also compare .xxx to the launch of .co by .CO Internet last year.
While .CO did not have anything like the long-term media exposure as .xxx, it did of course have the advantage of offering a completely generic string priced at a third of .xxx.
Within its first 24 hours of general availability, .CO said that it had 233,000 domains under management, about 39,000 of which were landrush or sunrise registrations.
Even at the cheaper registry fee (about $20 a year) .CO still made more money in day one than ICM (although ICM wins hands-down in terms of premium domain sales).
.CO, incidentally, also only had 10 accredited registrars at launch (not counting resellers) compared to ICM’s over 70.
Go Daddy is responsible for roughly half of all new .com registrations, with similar numbers in other TLDs including .co, but it does not appear to be promoting .xxx very heavily.
For the last few days, its homepage has contained only one small below-the-fold reference to .xxx domains. Its TLD drop-down menu has .xxx in tenth place, between .biz and .ca.
Conversely, ICM has been promoting Go Daddy (and DomainMonster) more heavily in its own marketing – notably on gavin.xxx, the site “owned” by its TV commercial character.
So is .xxx on track to meet expectations at this early stage?
ICM CEO Stuart Lawley has previously predicted 300,000 to 500,000 registrations in the first few months, and that’s still an achievable goal given its day-one performance.
.CO Internet, for example, more than doubled its 233,000 first-day take within two months of going into general availability.
The new Russian ccTLD .рф registered 200,000 domains in its first six hours when it launched in November 2010, and hit 800,000 by April this year.
While .xxx clearly hasn’t yet smashed estimates in the same way as its sunrise did, I think early indications are that it’s looking pretty healthy.
Today blah blah ICM Registry blah blah .xxx blah live blah.
Blah blah 10 years blah blah porn blah blah generally available blah. Blah delay blah 5pm blah Lawley blah.
ICANN blah blah Governmental Advisory Committee blah blah blah San Francisco blah blah blah.
Blah blah Free Speech Coalition blah blah controversy blah Manwin blah blah blah lawsuit blah antitrust blah blah blah leg to stand on.
Blah speculators blah domainers blah cybersquatters blah. Blah blah shirt off your back blah.
Blah blah contract blah blah policies blah blah UDRP blah toothless blah blah blah WIPO blah blah blah donkey porn.
Blah reporting blah damned blah story blah 10 years blah blah bored blah blah blah blah finally over.
The International Foundation For Online Responsibility, the policy oversight group for .xxx domains, says it wants to help fight piracy, child abuse material and internet censorship.
Those are the three priorities to emerge from IFFOR’s inaugural two-day meeting last month, according to the organization. It has set up three working groups to look at the issues.
On filtering, a pretty hot topic given the various pieces of copyright-related legislation currently under consideration in the US and elsewhere, IFFOR said:
The filtering working group will review the state of global filtering laws, regulations and plans with a view to educating legislators and others about the advantages and effectiveness of user-defined filtering as opposed to mandated filtering or blocking at the ISP or router-level.
While there’s yet to be a proven case of an entire nation blocking .xxx domains, some countries have said they are considering it and I’ve heard several anecdotal cases of companies blocking the TLD.
IFFOR also said wants to find a way to help combat piracy “that can work across the entire dot-xxx registry” and is looking at both technical and legal measures.
The child abuse imagery working group, headed by veteran cyber-cop Sharon Girling, plans to work with existing third-party organizations on reporting and policy-making.
All three goals are self-evidently noble. Whether IFFOR will be able to make a noticeable impact on any will of course depend on what policies its working groups come up with.
IFFOR’s Policy Council comprises nine members: five from the porn industry, a free speech advocate, a child protection advocate, a security expert and an ICM Registry representative.
Manwin, the company behind YouPorn, has stepped up its fight against ICM Registry by saying it will not do business with any .xxx web site.
Reported in the adult press this weekend, the ban seems to extend to webmasters hoping to promote their sites on Manwin’s “tube” sites, including YouPorn.
It also won’t allow its content to be used on .xxx sites, according to Xbiz.
The domain YouPorn.xxx is currently on ICM’s Registry Reserved list, meaning it was not acquired during sunrise and will not become available when .xxx opens its doors on Tuesday.
YouPorn is one of the web’s top 100 sites, according to Alexa.
ICM Registry has just announced the sale of $700,000 worth of .xxx domain names to Clips4Sale, which operates a network of clip-oriented porn sites.
The cash deal comprises 30 domains including one $300,000 name and two others at over $80,000 each, according to the company.
The domains themselves have not been disclosed.
The $300,000 sale would be the 16th most-expensive domain of the year, according to DNJournal’s chart. Gay.xxx sold last month for $500,000.
ICM is taking .xxx into general availability next Tuesday.