2024 study: factors that drive domain renewals

The Council of European National Top-Level Domain Registries (CENTR) announced the release of the public version of its comprehensive 2024 Renewal Study, providing insights into the factors that drive domain retention across country code top-level domains (ccTLDs).

The study, originally conducted for CENTR members, examines the intricate relationship between domain classification, age, and renewal rates. By categorizing domains into high-content (developed websites), low-content (parked sites), and no-content (no web presence), the report sheds light on how content and longevity influence domain retention.

Key findings from the report include:

• High-content domains exhibit the highest renewal rates at 90.3%, significantly outperforming low-content (78.5%) and no-content domains (70.3%).
• Domain age is a strong indicator of retention, with renewal rates increasing from 54% for 1-2-year-old domains to 95% for domains aged 18+ years.
• Despite the influence of age, content remains the stronger predictor of renewal, with high-content domains consistently renewing at higher rates than low-content and no-content domains, regardless of age.

The report highlights actionable recommendations for ccTLD registries to enhance renewal rates, such as:

• Promoting content development through partnerships with registrars and educational initiatives.
• Offering incentives like discounted renewal fees for domains with active content.
• Encouraging early adoption of features like MX records and SSL certificates to foster domain engagement and long-term retention.

“This study underscores the vital role of content in retaining domains and offers registries clear strategies to support their communities,” said Patrick Myles, [Data Analyst]. “By encouraging active use and meaningful content, ccTLD registries can strengthen their value proposition and enhance domain renewal rates.”

The full public version of the study is available here.