{
  "docId": "019dd923-5ca1-7489-b634-a6c6b3ef6376",
  "docSlug": "7261572e56ae8561",
  "documentTitle": "What’s in a (Domain) Name? The $2 Billion Secondary Market for Dot-Com Domains",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 10,
  "pageCount": 18,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 10,
  "notes": "The chart highlights that domainer-owned domains are growing faster than end-user owned domains.",
  "elementsJson": [
    "headline_text",
    "bar_chart_stacked",
    "callout_box",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-a6c6b3ef6376/10",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-a6c6b3ef6376",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-a6c6b3ef6376.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-a6c6b3ef6376#slide-10",
  "components": [
    {
      "bbox": {
        "h": 0.7,
        "w": 0.25,
        "x": 0.7,
        "y": 0.15
      },
      "kind": "callout",
      "text": "Observations: Growth in domainer registrations ~10% compared with ~4% for end-users. The 7M additional registrations since 2017, attributable to domainers, account for 33% of all growth",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8bad2131-ece6-446c-ac4d-63311d52dace",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Growth in domainer registrations ~10% compared with ~4% for end-users. The 7M additional registrations since 2017, attributable to domainers, account for 33% of all growth.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-acb8-762a-a747-1a9f2c83ed2c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.45,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Registered Dot-Com domains (M)",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e2be5ea6-4c80-4879-8a72-3156f03a6395",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.05,
        "y": 0.92
      },
      "kind": "disclaimer",
      "text": "Note: Analysis of registered Dot-Com domains includes domains in \"Redemption Period\" as well as those \"Pending Delete\". Sources: Whois records sampling; domainer survey, Sept 2020; BCG analysis.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "70ea1048-d029-47fe-947a-11ca6479d6a5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Domain registrations: 156.2M",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb8-762a-a747-1c5d6df73bb3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.05,
        "y": 0.04
      },
      "kind": "title",
      "text": "More than 1 in 6 Dot-Com names is held for resale by “Domainers”",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d6156b15-f3a8-44d7-9faf-924f13f505f4",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Domain registrations",
      "numberRaw": "156.2M",
      "numberKind": "plain",
      "actionTitle": "More than 1 in 6 Dot-Com names is held for resale by “Domainers”",
      "calloutText": "Growth in domainer registrations ~10% compared with ~4% for end-users. The 7M additional registrations since 2017, attributable to domainers, account for 33% of all growth.",
      "numberScale": "m",
      "numberValue": 156.2,
      "metricFamily": "rate_catchall",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Chunking",
      "slug": "chunking",
      "agent": "Architect",
      "layer": "loop",
      "matchId": "019dd95a-163f-72bd-8a0d-2ad0c094d7ea",
      "evidence": "Opens segment loop by chunking 156M into domainer vs end-user.",
      "confidence": 75
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a0d-1e7cd68665a0",
      "evidence": "Title states the insight: 'More than 1 in 6 names held for resale'.",
      "confidence": 90
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a0d-235c7f8bacb4",
      "evidence": "Callout decomposes: 7M added since 2017 = 33% of all growth.",
      "confidence": 80
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a0d-26ecfa364b5b",
      "evidence": "'1 in 6' + specific 7M and 33% rather than abstract 'a lot'.",
      "confidence": 75
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 11,
      "from": 8,
      "beatId": "019dd95a-0702-74a3-87e4-23ce28e927e5",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": "onion-deeper-layer",
      "evidence": "Key question + methodology + 1-in-6 domainer share + 4 segment split.",
      "position": 3,
      "confidence": 78,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    },
    {
      "to": 16,
      "from": 8,
      "beatId": "019dd95a-0702-74a3-87e4-3be04773b897",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Resolution",
      "beatSlug": "mountain-resolution",
      "evidence": "Methodology + segment + channel + geography unpack the climax.",
      "position": 4,
      "confidence": 55,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 13,
      "from": 10,
      "name": "Segmentation Split",
      "slug": "34-segmentation-split",
      "bestFor": "Customer analysis, market research, resource allocation",
      "matchId": "019dd95a-088c-724c-b310-1218e1bcd675",
      "evidence": "p.10 1-in-6 share -> p.11 four segment types -> p.12 segment economics -> p.13 corporate +44% standout.",
      "position": 3,
      "objective": "Decompose the domainer universe and surface the fastest-growing segment",
      "structure": "The Aggregate View -> Segment A Behavior -> Segment B Behavior -> The Insight in the Difference",
      "confidence": 82,
      "description": "Divide a whole into meaningful segments to reveal hidden patterns"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}