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A lookback to the Baltic Domain Days 2025: Will DNS Still Matter to the Next Generation?

One of the topics that is close to all the Baltic domain registries is DNS education. It shifted the event's focus from the technical aspect to social and towards much more fundamental - people. Especially to the next generation of internet users and builders. Three Baltic registries came together to reflect on one shared question: do young people still care about domain names, and if not, what can be done about it?

The discussion started with a broader realization. Domain registries are no longer just technical operators: keeping the DNS running is only part of the job. Today, they also carry a growing responsibility to educate, guide, and support the local communities they serve.

At the Estonian Internet Foundation, this shift has been happening for years. Once the early technical challenges of running a country domain were under control, attention naturally moved toward a bigger goal - helping people understand and use the internet safely and confidently. Education became a core part of the mission.

One example is the support of community-driven initiatives like cybersecurity competitions and school programs. Projects such as KüberPuuring have brought thousands of students into contact with topics like online safety and digital skills. In a country the size of Estonia, reaching thousands of young people is not just impressive, it is meaningful. It shows that when given the opportunity, interest does exist. The project funding is especially important for schools and communities outside of the bigger cities, where the support has a bigger impact.

At NIC Latvia (.lv registry) data revealed a simple but uncomfortable trend: domain owners are getting older. Not because people suddenly develop a passion for domains later in life, but because younger generations are not entering the system at the same pace. The same statistics is similar for most national domains in Europe.

The reasons are not hard to understand. The internet has changed. Today, a person can exist entirely online without ever owning a domain name. Social media platforms, content hubs, and even AI tools have replaced many of the reasons people once needed their own website. If everything can be done through an app, why go through the effort of registering a domain?

This creates a real challenge. Registries can run campaigns, visit schools, and offer free domains, but if the value is not clear, the adoption will remain limited. Interestingly, Latvia tackled this problem by asking young people directly. A small group of employees under 25 was tasked with rethinking how DNS is presented to their generation. Their conclusion was straightforward: the industry needs to be more accessible, more visible, and far easier to use.

Lithuania approached the same problem from a different angle. Instead of focusing on awareness alone, they focused on practical experience. At Kaunas University of Technology and in cooperation with local communities, they run hands-on workshops where participants do not just hear about domains: they actually register them, build websites, and learn how the pieces fit together. This shift from theory to practice is important. A domain name on its own can feel abstract and technical. But when it becomes part of a real website or a real project, it suddenly makes sense. It becomes useful.

As the discussion evolved, it took an unexpected philosophical turn. One speaker compared domain names to horses. Once essential, now mostly replaced by newer and faster alternatives. The question was simple but provocative: are we trying to convince people to buy horses again in a world that has already moved on?

The answer was not a simple yes or no. From Estonia came the argument that domains still carry meaning beyond function. A country domain, for example, reflects digital identity and trust. It signals presence. Even in a global internet, local belonging still matters.

From Latvia came a more pragmatic view. DNS will not last forever, no technology does. If something better comes along, it will eventually take its place. The real goal is not to preserve DNS at all costs, but to understand change early and adapt to it.

Lithuania added a technical perspective. The internet itself still depends on DNS. Machines may communicate through IP addresses, but humans rely on domain names to navigate the web. As long as usability matters, domains have a role.

Another interesting angle was what domain numbers actually represent. Registries often track growth closely, but those numbers are not just about domains. They reflect broader trends: economic activity, entrepreneurial spirit, digital skills, and even social movements all leave traces in domain registrations. In many ways, domains act as a quiet signal of what is happening in society.

In the end, one idea stood out clearly across all three countries. The future of DNS is not only a technical question, it´s an educational one. People need to understand not just how the internet works, but why it matters. And perhaps more importantly, they need to see how it connects to their own lives. Because DNS on its own may not be exciting. It becomes meaningful only when it supports something else, whether it is a business, a project, an idea, or a personal identity.

The closing thought captured the mood of the session well: maybe domains are not horses after all. Maybe they are simply part of a system that is still evolving. And while the tools and platforms around us continue to change, the need for structure, identity, and trust on the internet is not going away.

Whether the future brings domains, something new, or a mix of both, one thing is certain: the people who understand the internet today will be the ones shaping what comes next.