Brandwave

How popular isAncestry?

In September 2026, people searched for Ancestry by name about 2.7 million times worldwide, about the same as the previous year. These searches made up 50% of all global DNA test kit brand searches, placing Ancestry first out of six brands. When we asked both ChatGPT and Google AI Overviews about DNA test kit brands, Ancestry appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Ancestry is the most searched of 6 competitors and the 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, Ancestry appeared in all four answers. Ancestry is the 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 Ancestry?

Ancestry 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 Ancestry and its closest rivals

Every comparison with Ancestry

7 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ancestry worldwide held steady at 2.7M.
  • Across the 12 months ending September 2026, Ancestry’s share of searches among DNA test kit brands worldwide increased from 38.5% to 50%.
  • Across the 12 months ending September 2026, Ancestry’s share of searches among DNA test kit brands worldwide peaked at 54.2% in August 2026 and was lowest at 37.9% in November 2025.
  • Across the 12 months ending September 2026, Ancestry rose from 2nd to 1st 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 Ancestry’s branded searches counted?

3 search terms

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

  • ancestry
  • ancestry dna
  • ancestrydna

Do you work for Ancestry? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Ancestry compete?

Ancestry 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 sites1st of 539.7%Show ranking
DNA test kit brands1st of 650%Shown above
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Is Ancestry 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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