Overview
- .mov is a generic top-level domain (gTLD) applied for and operated by Charleston Road Registry, a Google-owned entity.
- The string ties to the common ".mov" filename extension (QuickTime movie format) and was proposed to provide a dedicated DNS space oriented toward digital video and related content.
History
- Applicant: Charleston Road Registry Inc., a company wholly owned by Google.
- Contract signed: Google received a Registry Agreement with ICANN on 30 January 2014.
- Delegation: .mov was delegated to the DNS Root Zone on 30 August 2014, completing the application process.
- Registry operations: Charleston Road Registry stated it would outsource critical registry functions to Google Registry Services.
- Classification: .mov was applied-for under ICANN's New gTLD Program as a generic TLD in the Media category (priority entry listed as 440 for Google/Charleston Road Registry).
Usage and Audience
- Intended purpose: a dedicated domain space for digital video.
- Target users: enterprises, small businesses, organizations and individuals publishing or managing video-related content.
- Example uses (from the application):
- unique user content (e.g., name.mov)
- movie file repository services (e.g., digitalmemories.mov)
- promotional or brand uses (e.g., brand.mov)
Registration Rules
- Registration policy: the applicant stated the gTLD would remain open and unencumbered by registrant restrictions.
- Availability: domain names within .mov are intended to be available to the general public for registration via ICANN-accredited registrars.
- Registry access: Registry Services, including shared registration systems, were to be made available to all ICANN-accredited registrars.
SEO and Brand Impact
- Brand association: the registry application argues that associating a second-level name with the term "mov" conveys a direct connection to digital video and can add value for registrants.
- Market rationale: the application cited industry data on heavy online video consumption to support demand for a video-focused gTLD.
Notable Cases or Examples
- Sample second-level domains suggested in the application: name.mov, digitalmemories.mov, brand.mov.
- Operated by Google (via Charleston Road Registry), which positions the string within Google's portfolio of new gTLDs.
Operator
Charleston Road Registry Inc.
Whois
% IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object
domain: MOV
organisation: Charleston Road Registry Inc.
address: 1600 Amphitheatre Parkway
address: Mountain View CA 94043
address: United States of America (the)
contact: administrative
name: TLD Admin
organisation: Google Inc.
address: 111 8th Avenue
address: New York NY 10011
address: United States of America (the)
phone: +1 404 978 8419
fax-no: +1 650 492 5631
e-mail: iana-contact@google.com
contact: technical
name: TLD Engineering
organisation: Google Inc.
address: 76 Ninth Avenue, 4th Floor
address: New York NY 10011
address: United States of America (the)
phone: +1 404 978 8419
fax-no: +1 650 492 5631
e-mail: crr-tech@google.com
nserver: NS-TLD1.CHARLESTONROADREGISTRY.COM 2001:4860:4802:32:0:0:0:69 216.239.32.105
nserver: NS-TLD2.CHARLESTONROADREGISTRY.COM 2001:4860:4802:34:0:0:0:69 216.239.34.105
nserver: NS-TLD3.CHARLESTONROADREGISTRY.COM 2001:4860:4802:36:0:0:0:69 216.239.36.105
nserver: NS-TLD4.CHARLESTONROADREGISTRY.COM 2001:4860:4802:38:0:0:0:69 216.239.38.105
nserver: NS-TLD5.CHARLESTONROADREGISTRY.COM 2001:4860:4805:0:0:0:0:69 216.239.60.105
ds-rdata: 38414 8 2 bbd1727de09ae643c1348d9637a31192116da5444852af3c1c5541e8998fb78b
whois:
status: ACTIVE
remarks: Registration information: https://www.registry.google
created: 2014-06-12
changed: 2025-04-11
source: IANA
Registrars
