ICANN's 2026 contention sets show interest in strings but not prices
in plain words
ICANN is running a new round of applications for web endings like .com. When several companies want the same ending, they form a group called a contention set. A writer argues that a crowded group does not tell you how much the ending will be worth.
Full summary
ICANN Internet Corporation for Assigned Names and Numbers The nonprofit that coordinates the global DNS and gTLD policy. Full definition of ICANN published the applications moving forward in the 2026 new gTLD A generic top-level domain added to the internet through ICANN's New gTLD Program. Full definition of new gTLD round on October 7. The list included 1,615 applications, 333 of them from brands, and 263 contention sets, which are groups of applicant An organization that has applied to ICANN to run a new gTLD. Full definition of applicant who want the same string. The author, Imteaz Chowdhury, writes that a crowded contest is not the same as value.
The author says the 2026 round differs from 2012. Section 5.2.3 of the 2026 Applicant Guidebook The rulebook for applying for a new gTLD in an ICANN round. Full definition of Applicant Guidebook bans private resolution, including private auction An auction between rival gTLD applicants outside ICANN, now banned. Full definition of private auction and paid withdrawals. The remaining options are a replacement string A backup string an applicant can switch to shortly after Reveal Day. Full definition of replacement string, CPE Community Priority Evaluation A scored review that lets a true community application win a contested string without an auction. Full definition of CPE for qualifying community applicants, and an auction of last resort An ICANN-run auction that settles competing applications for the same gTLD. Full definition of auction of last resort as the last resort.
The October 7 list is still a draft. The replacement period runs from October 8 to 21, and String Confirmation Day on November 17 is due to bring final strings and updated contention sets. The objection window runs to March 16, 2027. The author expects some of the 263 sets to shrink or vanish before any auction.
The author cites three ICANN auctions from the last round. The .app string had 13 applicants and sold to Google for $25 million in February 2015. The .shop string drew seven qualified applicants, and GMO Registry paid $41.5 million in January 2016. The .web string had eight applicants in the auction, and Nu Dot Co, which was widely reported to be backed by Verisign The company that operates the .com and .net registries. Full definition of Verisign, paid $135 million in July 2016. The author notes that .app had the most bidders but sold for less than a fifth of what .web fetched.
The author notes that .agent has 13 applicants, the same number .app had, and that Google, Meta and OpenAI are reported to be among them.
According to the author, a contention set shows that applicants committed money before knowing whether they would win. The standard evaluation fee is $227,000 per application, up from $185,000 in 2012. The author also cites Traverse Legal, which counts 461 three-letter applications, with 318 of them (69%) in contention.
The author argues that a contention set does not price a second-level domain The name directly left of the TLD, such as example in example.com. Full definition of second-level domain, and that a registry The central database and system of a top-level domain, or loosely the organization that runs it. Full definition of registry’s willingness to pay for an extension differs from what a buyer pays for a name under .com. The author also says the sets do not prove end-user demand. Sophia Bekele argues in “Governance Theater” that the program works more like a toll booth than a market, because ICANN collects its fees whatever the outcome. The author says they take no side on that view but find the warning useful.