In the final months of 2025, the .it domain recorded significant growth, with a net increase approaching 32,000 domain names - more than double compared to the same four-month period the previous year, when the difference between new registrations and deletions stood at around 14,000. The period under review shows an increase in new registrations and a marked decline in cancellations: in October alone, new registrations exceeded deletions by nearly 13,000 domains. The annual balance is also positive. At the end of the third four-month period of 2025, the total number of .it domains reached 3,537,551, with a growth rate of 1.22% (an increase of 42,517 domains) compared to the end of 2024.
This result not only confirms the vitality of the .it domain but also places it on a path of stable and continuous growth, in clear contrast with 2024, which had ended with signs of a slowdown. This trend is not merely quantitative; it confirms that an online presence is increasingly perceived as a matter of identity rather than simply a technical requirement. The growth of .it reflects renewed attention to the value of being present online: for businesses it has become a strategic lever, while for younger generations it represents a space of opportunity, as well as one of awareness and responsibility.
The theme of identity, in all its nuances, has been central to a particularly intense period for the Registro .it. From 9 to 12 October, Pisa hosted the Internet Festival, which this year focused on the keyword #identity. The choice of this guiding theme was no coincidence: at a time when artificial intelligence and conversational assistants are transforming the way we search for, choose and consume information, reflecting on who we are and how we wish to be recognised online is becoming increasingly strategic for individuals, brands and institutions alike.
Within this broader focus on digital identity lies the “.it Factor”, the campaign through which the Registro .it presented Italian identity online as a distinctive value. Launched in the autumn and unveiled at the Internet Festival, the initiative did not propose an abstract concept, but rather a synthesis of elements deeply rooted in Italy’s productive and creative culture: attention to detail, a strong connection with local territories and the ability to innovate while remaining grounded in tradition. These are the very traits that have made Italian art, craftsmanship, design, food and fashion recognisable worldwide, and which today find new expression in the digital dimension as well.
Through a narrative-driven social media campaign, entrusted to a range of voices - four micro-influencers active respectively in the fields of craftsmanship, art, agriculture and the world of wine - the “.it Factor” was interpreted as a true digital signature. The chosen approach prioritised authenticity and plurality of perspectives: independent stories, different languages and diverse sensibilities that, without becoming uniform, converge around a shared value. Social communication, used as a lever to showcase Italian territories, traditions and businesses, transformed digital connections into real experiences and strengthened ties with communities and diverse audiences.
The result was a collective narrative demonstrating that Italian identity is not monolithic, but rather the outcome of cultural stratification that brings together tradition and contemporaneity, local dimension and global visibility. In this sense, the .it domain emerges not merely as a technical element, but as a marker of belonging and quality, capable of certifying the origin of a project and making it immediately recognisable in the digital landscape. The .it thus becomes a space of cohesion: a meeting point between physical reality and online presence, between history and innovation, and among people, territories and digital communities. The highly positive response from online communities confirmed the strength of this approach, demonstrating that speaking about excellence, origin and belonging can foster a conscious and lasting relationship, capable of transforming the domain into a narrative and strategic element in long-term value creation.
Alongside reflection on values and the identity dimension of online presence, the Internet Festival Alongside the reflection on values and digital identity, the Registro .it also explored the technological tools that today support the creation and management of online presence at Internet Festival, through the event “Smart and Identity-Based Domain Names, Thanks (Also) to Artificial Intelligence.” The panel offered an in-depth look at how AI can become a concrete ally for businesses and professionals throughout the decision-making process: from identifying available domain names that are semantically coherent with a brand, to analysing risks linked to improper or abusive use, and supporting creative and positioning processes. During the event, it emerged that artificial intelligence can support coherent and strategic choices by providing useful tools to interpret the dynamics of the digital environment. At the same time, the discussion highlighted a key point: AI does not replace strategic vision or human creativity but rather amplifies their potential. The quality and effectiveness of any choice remain closely linked to the ability to clearly define one’s identity, long-term objectives and the reputational value one intends to build online.
The theme of internationalisation represented a natural further development of this path, extending reflection on digital identity beyond national borders. At SMAU Milan 2025 - the final stop of the Registro’s roadshow across major Italian trade fairs and events dedicated to innovation and technology - the event “The .it domain as a digital passport to Asia” highlighted how online presence now constitutes the first level of access to international markets and a decisive tool for communicating the value of Made in Italy worldwide. In this context, internationalisation does not simply mean translating content or adapting language, but rather building a coherent, recognisable and credible digital strategy capable of engaging with complex and culturally diverse markets. Here too, the .it domain is confirmed as a genuine global branding asset: a distinctive sign that conveys origin, quality and reliability, strengthening the reputation of Italian projects on international markets.
To complete the overview, the Ludoteca of the Registro .it continues its work, promoting Internet culture among younger generations through events, workshops and classroom activities. In particular, cybersecurity education remains a central theme, as demonstrated by the international recognition awarded to the video game “Nabbovaldo and the blackmail from cyberspace” at the Gala Conference 2025. This experience confirmed the importance of building a broad educational ecosystem capable of disseminating good practices in digital citizenship and digital hygiene. The challenge is to train responsible digital citizens who are able to recognise and prevent cybersecurity risks, promoting an approach to the Internet that is not only informed, but also respectful of rules and privacy.
At the European and international level, developments continue in the governance of domains and DNS security. From the Digital Omnibus package to the debate on IANA’s role in ccTLD "disaster recovery", the need is emerging for a balance between effective security, proportionality of obligations and respect for national competences.
Identity, innovation, education, security and openness to international markets are not separate themes, but rather parts of a single narrative. A narrative centred on the awareness that today’s Internet requires skills, responsibility and vision. The data from the final four months of 2025 depict a growing digital Italy, but also a space still open to entrepreneurs and professionals who choose the Internet to evolve their businesses, build value and strengthen their online identity. In this context, the .it domain is once again confirmed as a symbol of belonging, a strategic asset and a cultural resource to be protected and enhanced.
For more details, read the third 2025 issue of Quarter .it.
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