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Domains Aren’t Dead: Why the Internet’s Future Still Needs Them

The three panelists - Niks from SigmaNet in Latvia, Claudius from Hostinger in Lithuania, and LG from iQ Global - represented different corners of the domain world. Together, they painted a vivid picture of an industry that is stable, important, yet undeniably at a crossroads.

Young people and the “four-app internet”

One of the first observations was almost humorous but painfully true: many young people today interact with the internet through just a handful of apps. For them, “being online” means Instagram, TikTok, YouTube or WhatsApp. They don’t think about websites or domain names. A personal URL feels unnecessary when all your identity, communication and content lives inside a few massive platforms.

That shift makes domain names look old-fashioned to younger generations. But the panelists quickly pointed out the twist: while domains may not be top-of-mind for teens, the need for trust is more important than ever. With scam sites and fake shops growing quickly, the type of domain you use suddenly matters. Niks shared that, in his view, local country domains like .lv, .ee, or .lt now feel more trustworthy than many .com domains, which scammers also use.

What once seemed basic or boring has become a small but important digital trust signal.

Control, power and who really owns your online presence

The conversation then shifted to something almost everyone can relate to: the frightening lack of control people have over their social media accounts. Niks explained how creators today can lose their entire livelihood simply because a group of people decide to mass-report their content. Appeals may take months, and even if platforms later apologize, the damage is already done: followers disappear, momentum dies and your presence evaporates.

On your own domain and website, things look very different. As long as the content is legal, no algorithm or anonymous report can suddenly erase your identity. The panelists agreed that this simple fact is one of the strongest arguments for owning a domain today. Social platforms change, leaders change, rules change, but your domain is your space, on your terms.

LG added another layer: younger users are increasingly aware that social media companies make money by selling user data. They are not the customers; they are the product. That realization, slowly but steadily, may push more people back toward owning their corner of the open internet.

AI and the unexpected return of the website

One of the most surprising ideas came from LG, who said that artificial intelligence may actually help bring websites back to the center of the online world. AI systems, including chatbots and large language models, need open and accessible information to work. If your content is locked inside an app or platform that AI can’t read, you simply don’t exist in its answers.

He predicted a dramatic shift: right now, some companies try to block AI from scraping their websites. In a year or two, many will pay to make sure AI can read and understand their content. Websites that are open, searchable, and on your own domain, will become one of the most important ways to remain visible to both people and machines.

The future of search may not be search engines at all, but AI tools. And those tools can only “see” what’s open on the web.

The gap between experts and everyday people

When the moderator asked how many everyday people know that top level domains can be more secure or more controlled, the panelists laughed. Almost nobody outside this industry has the full picture. And that is one of the industry’s biggest challenges. There’s a clear knowledge gap between people who build the internet and people who simply use it.

Some registries already visit schools and universities to teach students how to build websites or why digital identity matters. Some registrars invest in influencer marketing and co-branding campaigns. But the panelists agreed that even more long-term education is needed. Growth will not happen by waiting. The value of domains needs to be explained, shown and repeated in clear ways that people can understand.

“I bought a domain… now what?”

One of the most relatable problems came from the moderator, who described buying a nice domain and then realizing he had no idea what to do with it. Keeping a Gmail address is easier than changing hundreds of logins. Creating a website feels unnecessary. And so the domain sits unused, collecting dust.

Claudius explained that this is a common issue around the world. Their data shows that if a domain is used, even in a small way, within the first month, it is three times more likely to be renewed. To help with this, many registrars now offer quick and simple tools: automatic email setup, domain forwarding, easy one-page templates, link-in-bio pages and other features that make it faster to see value from the domain.

When people get that first “aha” moment when they see their name on a webpage or their new email working. Something clicks. And they stay.

So, innovate or die?

By the end of the panel, one thing was clear: domains are not dead, but they are evolving. The industry will grow only if it continues to innovate, educate and communicate. It must make life easier for ordinary users, highlight the trust and control that domains offer, and recognize that AI may push websites back into the spotlight in ways we have not seen before.

Domains may no longer be the only doorway to the internet, but they remain one of the few pieces of the digital world that you can actually own. And that, the panel suggested, is something worth fighting for.