It’s likely, but when is the big question.

Most new top level domain names are struggling to break even the 10,000 domain name barrier. Many applicants tell me they aren’t worried; it’s the long game. That’s true for many of them, especially the portfolio applicants.

I've also heard the argument that new top level domains will get a “second wind” when big companies start using the domain names.

This is a fair argument. 99.999% of people don’t know these domain names exist. What happens when they see a big brand promote a domain on a new TLD, whether a .brand or otherwise? Much like brands advertise for Facebook and Twitter every time they show the symbol on a TV or print ad, this will greatly boost awareness of new domain name options.

The big question in my mind is when we’ll start seeing this sort of promotion. Even when it happens, it will take a couple years to be commonplace enough to actually register on the minds’ of most people.