Brandwave

How popular isFamilySearch?

In September 2026, people searched for FamilySearch by name about 1.8 million times worldwide, about the same as the previous year. These searches made up 32.4% of all global family tree site searches, placing FamilySearch second out of five sites. When we asked both ChatGPT and Google AI Overviews about family tree sites, FamilySearch appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

FamilySearch is the second most searched of 5 competitors and the second most recommended in AI answers.

  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, FamilySearch appeared in all five answers. FamilySearch is the second most recommended of the five.

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 FamilySearch?

FamilySearch 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 FamilySearch and its closest rivals

Every comparison with FamilySearch

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for FamilySearch worldwide held steady at 1.8M.
  • Across the 12 months ending September 2026, FamilySearch’s share of searches among family tree sites worldwide increased from 31% to 32.4%.
  • Across the 12 months ending September 2026, FamilySearch’s share of searches among family tree sites worldwide peaked at 36.6% in April 2026 and was lowest at 25.7% in December 2025.

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 FamilySearch’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using FamilySearch’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.

  • familysearch

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How the Brand Demand Index is measured

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