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 33.5% of all global DNA test kit brand searches, placing 23andMe second out of six brands. When we asked both ChatGPT and Google AI Overviews about DNA test kit brands, 23andMe appeared in three of the four answers and was the third most recommended of the six.

Search and AI answers in September 2026

23andMe is the second most searched of 6 competitors and the third most recommended in AI answers.

  1. AncestryShare of searches 50%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. 23andMeShare of searches 33.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. FamilyTreeDNAShare of searches 8.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  4. MyHeritageShare of searches 6.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  5. Living DNAShare of searches 1.1%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th

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Top DNA test kit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, 23andMe was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. 23andMe is the third most recommended of the six.

Most recommended by AI

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

  1. Ancestry1st
  2. MyHeritage2nd
  3. 23andMe3rd
  4. FamilyTreeDNA4th
  5. Living DNA5th
  6. Nebula Genomics–

Mentioned by AI

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

  • Ancestry4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • FamilyTreeDNA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • 23andMe3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MyHeritage3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Living DNA1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nebula Genomics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about DNA test kit brands

4 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 22, 2026.

Which DNA test kit brands compete with 23andMe?

23andMe against DNA test kit brands worldwide, by month

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

View monthly share of searches table
MonthAncestry23andMeFamilyTreeDNAMyHeritageLiving DNANebula Genomics
Oct 202538.5%47.1%6.3%6.3%1%0.69%
Nov 202537.9%46.4%6.2%7.6%1%0.83%
Dec 202542.8%42.8%5.8%7%0.94%0.77%
Jan 202646.4%37.9%6.2%7.6%1%0.83%
Feb 202642.2%42.2%6.9%6.9%0.93%0.76%
Mar 202645.8%37.5%7.5%7.5%0.82%0.82%
Apr 202645.6%37.3%7.5%7.5%1%1%
May 202650.7%33.9%6.8%6.8%0.91%0.91%
Jun 202651.5%34.5%6.9%5.7%0.76%0.62%
Jul 202650.1%33.5%6.7%8.2%0.74%0.6%
Aug 202654.2%29.7%7.3%7.3%0.98%0.53%
Sep 202650%33.5%8.2%6.7%1.1%0.49%

  1. 1.Ancestry

    50%

    Held 1st. 450K estimated branded searches, -18.2% vs prior month. Share -4.2 points.

  2. 2.23andMe

    33.5%

    Held 2nd. 301K estimated branded searches, 0% vs prior month. Share +3.8 points.

  3. 3.FamilyTreeDNA

    8.2%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.MyHeritage

    6.7%

    Held 4th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  5. 5.Living DNA

    1.1%

    Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Nebula Genomics

    0.49%

    Held 6th. 4.4K estimated branded searches, -18.5% vs prior month. Share 0 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?

4 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 DNA test kit brands worldwide decreased from 47.1% to 33.5%.
  • Across the 12 months ending September 2026, 23andMe’s share of searches among DNA test kit brands worldwide peaked at 47.1% in October 2025 and was lowest at 29.7% in August 2026.
  • Across the 12 months ending September 2026, 23andMe fell from 1st to 2nd among DNA test kit brands worldwide.

How did search popularity change for DNA test kit brands worldwide in September 2026?

6 changes

  1. In September 2026, 23andMe gained share of searches among DNA test kit brands worldwide, from 29.7% to 33.5%.

  2. In September 2026, FamilyTreeDNA gained share of searches among DNA test kit brands worldwide, from 7.3% to 8.2%.

  3. In September 2026, Ancestry lost share of searches among DNA test kit brands worldwide, from 54.2% to 50%.

  4. In September 2026, MyHeritage lost share of searches among DNA test kit brands worldwide, from 7.3% to 6.7%.

  5. Estimated monthly branded searches for Nebula Genomics worldwide fell 45.7% over 12 measured months, from 8.1K to 4.4K in September 2026.

  6. Estimated monthly branded searches for Living DNA worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K 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%Show ranking
DNA test kit brands2nd of 633.5%Shown above
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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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