.roku
Is .roku a real TLD? Who’s applying to run it?
.roku is not contested. One application for it is on ICANN’s Reveal Day list, as of 7 October 2026. It is Roku.
A closed brand TLD for Roku itself: useful for its own services, but there is no market for anyone else to buy an address on it.
the applicant brand only — a single-registrant corporate namespace for its own channels, devices and support destinations; no third-party buyers
The 2012 applications making the most similar bet. Chosen by AI from every string in that round, without being told what happened to any of them.
Same bet: a single coined word that is the entire identity of a mass-market consumer streaming company, applied for by that company to fence its own brand rather than to sell or open a category.
Same bet: a short invented brand for a living-room entertainment platform with its own app ecosystem and a mass consumer install base, where the applicant is defending a platform name that consumers type and say daily.
Same kind of bet one step removed: a device-and-ecosystem platform brand owned by a diversified electronics parent, so it carries a product line's identity rather than the whole company's as Roku does.
What a .roku domain is
.roku is not a TLD yet. It is a string on our record of the ICANN 2026 new gTLD round, filed under Brand. One application for it is on ICANN’s Reveal Day list.
Is the .roku domain extension real yet?
.roku is not yet a domain extension you can register: nothing resolves under it, and no registrar sells names in it. It is a string applicants have put forward in the ICANN 2026 new gTLD round, the process that decides whether it becomes one.
When can you buy a .roku domain?
You can’t yet. ICANN publishes every applied-for string on Reveal Day, 7 October 2026 at 18:00 UTC. A .roku name can only be registered after that, once the string is delegated and its registry opens. Last round's closest parallel to .roku was .netflix, delegated on 28 May 2016.
Is .roku a real TLD?
Not yet. .roku is not in the DNS root, so nothing resolves under it. It’s here because .roku is on ICANN’s Reveal Day list of applied-for strings. Every entry on this page links to its source.
- Roku · first recordedICANN
“PTEL2649T-T72732 · Purple Tag Enterprises, LLC · primary”ICANN
- Band chosen: 10-29 (vanity/narrow). The record shows one confirmed application typed by ICANN as 'brand', so the operating assumption is a closed, single-registrant TLD where only the brand registers names. End-use utility exists in principle: a streaming platform could route channel, device-setup and support destinations to short, trustworthy addresses, and a brand TLD can function as a phishing-resistant signal for a consumer base. But it fails the 'usable but limited' band above because registrations do not happen at volume or on price at all; there is no third-party buyer, no registrar channel, and no aftermarket, so the resale/brand-strength half of the scale is near zero for anyone but the applicant. It sits above the 1-9 band because the applicant is a plausible active user rather than a defensive filer, so some real addresses may carry primary identity for the brand's own properties. By analogy (flagged as analogy): brand TLDs from the earlier round split between those actively used as primary identity for the brand's own services and a large share that stayed dormant or were later retired; which path this one takes is unknown. Main market uncertainty: whether the brand moves consumer-facing destinations onto the TLD (raising end-use utility) or holds it defensively with redirects only.