Brandwave

How popular is23andMe?

In September 2026, people searched for 23andMe by name about 301,000 times worldwide, a 45.3% decrease from the previous year. These searches made up 5.3% of all global family tree site searches, placing 23andMe fourth out of five sites. When we asked both ChatGPT and Google AI Overviews about family tree sites, 23andMe did not appear in any of the answers.

Search and AI answers in September 2026

23andMe is the fourth most searched of 5 competitors and not listed in any AI answer.

  1. AncestryShare of searches 39.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. FamilySearchShare of searches 32.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. MyHeritageShare of searches 21.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. 23andMeShare of searches 5.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. FindmypastShare of searches 0.88%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top family tree sites in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, 23andMe did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Ancestry1st
  2. FamilySearch2nd
  3. MyHeritage3rd
  4. Findmypast4th
  5. 23andMe–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Ancestry5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FamilySearch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MyHeritage4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Findmypast3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • 23andMe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about family tree sites

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which family tree sites compete with 23andMe?

23andMe against family tree sites worldwide, by month

Share of searches by month for Ancestry, FamilySearch, MyHeritage, 23andMe. The figures are in the table below the chart.

View monthly share of searches table
MonthAncestryFamilySearchMyHeritage23andMeFindmypast
Oct 202538%31%20.7%9.3%1%
Nov 202536.2%29.6%24.3%8.9%0.98%
Dec 202538.4%25.7%25.7%9.4%0.85%
Jan 202636.8%30.1%24.7%7.4%0.99%
Feb 202641%27.5%22.3%8.2%0.91%
Mar 202643.6%29.1%19.4%7.2%0.79%
Apr 202636.6%36.6%19.9%6%0.81%
May 202639.2%32.1%21.4%6.4%0.87%
Jun 202641.7%27.9%22.7%6.8%0.92%
Jul 202639.2%32.1%21.4%6.4%0.87%
Aug 202639.6%32.4%21.6%5.3%1.1%
Sep 202639.7%32.4%21.6%5.3%0.88%

  1. 1.Ancestry

    39.7%

    Held 1st. 2.2M estimated branded searches, 0% vs prior month. Share +0.1 points.

  2. 2.FamilySearch

    32.4%

    Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.MyHeritage

    21.6%

    Held 3rd. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.23andMe

    5.3%

    Held 4th. 301K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Findmypast

    0.88%

    Held 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

Compare popularity between 23andMe and its closest rivals

Every comparison with 23andMe

7 comparisons

How has branded search demand for 23andMe changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for 23andMe worldwide fell from 550K to 301K.
  • Across the 12 months ending September 2026, 23andMe’s share of searches among family tree sites worldwide decreased from 9.3% to 5.3%.
  • Across the 12 months ending September 2026, 23andMe’s share of searches among family tree sites worldwide peaked at 9.4% in December 2025 and was lowest at 5.3% in August 2026.

How did search popularity change for family tree sites worldwide in September 2026?

3 changes

  1. FamilySearch’s share of searches among family tree sites worldwide has gained ground for 3 months in a row, from 27.9% to 32.4% in September 2026.

  2. Estimated monthly branded searches for 23andMe worldwide fell 45.3% over 12 measured months, from 550K to 301K in September 2026.

  3. Estimated monthly branded searches for Findmypast worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

How are 23andMe’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using 23andMe’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • 23andme

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How the Brand Demand Index is measured

Where does 23andMe compete?

23andMe is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Family tree sites4th of 55.3%Shown above
DNA test kit brands2nd of 633.5%Show ranking
Creator with pink hair and a pink jacket

Is 23andMe your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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