As we discussed last week, today is ICANN’s “Reveal Day,” and all of the new top-level domains and their applicants are available for the public to review. All businesses should review this list to determine whether any of the proposed strings presents risks or opportunities.

The applied-for strings appear to be a pretty even mix between .brands and .generics, with a few geographic terms thrown in for good measure. As expected, heavy-hitters like Google, Amazon, Microsoft, Yahoo!, and Apple (but surprisingly not Facebook or Twitter!) are on board with varying numbers of applications each, and some .generics will be very hotly contested. Indeed, the list of the most common .generic applications is illuminating:

.app (13 applications)
.home (11 applications)
.inc (11 applications)
.art (10 applications)
.blog (9 applications)
.book (9 applications)
.llc (9 applications)
.shop (9 applications)
.movie (8 applications)
.music (8 applications)
.cloud (7 applications)
.hotel (7 applications)
.ltd (7 applications)
.mail (7 applications)
.news (7 applications)
.store (7 applications)
.web (7 applications)
.baby (6 applications)
.corp (6 applications)
.gmbh (6 applications)
.law (6 applications)
.love (6 applications)
.now (6 applications)
.online (6 applications)
.tech (6 applications)
.vip (6 applications).

Most of these are hardly surprising, though the popularity of the “corporate form” gTLD applications like .inc, .llc, .corp, and .gmbh is curious. It will be interesting to see how these contested strings pan out, and even more interesting to see how the registries eventually put them to use. Review the full list at ICANN’s website or access the .pdf or .csv.