--- title: "23andMe vs Ancestry: Which is searched more?" description: "Is 23andMe or Ancestry more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the DNA test kit brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/dna-test-kit-brands/compare/23andme-vs-ancestry" publisher: "Brandwave" --- # 23andMe vs Ancestry: Which is searched more? Is 23andMe or Ancestry more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the DNA test kit brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: 23andMe and Ancestry - **Competitive set**: DNA test kit brands - **Market**: Global - **Month measured**: Sep 2026 - **23andMe Share of Search**: 33.5% - **Ancestry Share of Search**: 50% ## Is 23andMe or Ancestry more popular in search? - In September 2026, Ancestry had more branded searches than 23andMe among DNA test kit brands worldwide. Ancestry had about 450,000 branded searches, while 23andMe had 301,000. Ancestry made up 50% of all DNA test kit brand searches we track, and 23andMe accounted for 33.5%. - The lead changed hands once in the 12 months ending September 2026: Ancestry took it in January 2026. - Across the 12 months ending September 2026, 23andMe’s share of searches among DNA test kit brands worldwide moved from 47.1% to 33.5%, and its estimated monthly branded searches moved from 550K to 301K. - Across the 12 months ending September 2026, Ancestry’s share of searches among DNA test kit brands worldwide moved from 38.5% to 50%, and its estimated monthly branded searches held steady at 450K. ## 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. 23andMe was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Ancestry was listed before 23andMe in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Ancestry | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | MyHeritage | 2nd | 2 of 3 | 1 of 1 | 3 of 4 | | 23andMe | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | FamilyTreeDNA | 4th | 3 of 3 | 1 of 1 | 4 of 4 | | Living DNA | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Nebula Genomics | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about DNA test kit brands - Asked ChatGPT "Which DNA test kit should I buy?": 1. Ancestry, 2. 23andMe, 3. FamilyTreeDNA - Asked ChatGPT "What are the best DNA test kits?": 1. Ancestry, 2. 23andMe, 3. MyHeritage, 4. FamilyTreeDNA, 5. Living DNA - Asked ChatGPT "What's the best DNA test for finding out my ancestry?": 1. Ancestry, 2. MyHeritage, 3. FamilyTreeDNA, 4. 23andMe - Searched Google, AI Overview "dna test": 1. Ancestry, 2. MyHeritage, 3. FamilyTreeDNA Not named in any answer: Nebula Genomics. Brands are listed in the order each answer named them. The answers were collected in the United States on October 22, 2026. ## How did search popularity change for DNA test kit brands worldwide in September 2026? - In September 2026, 23andMe gained share of searches among DNA test kit brands worldwide, from 29.7% to 33.5%. - In September 2026, Ancestry lost share of searches among DNA test kit brands worldwide, from 54.2% to 50%. ## Month by month | Month | 23andMe estimated searches | 23andMe Share of Search | 23andMe rank | Ancestry estimated searches | Ancestry Share of Search | Ancestry rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 550K | 47.1% | 1 | 450K | 38.5% | 2 | | Nov 2025 | 550K | 46.4% | 1 | 450K | 37.9% | 2 | | Dec 2025 | 550K | 42.8% | 1 | 550K | 42.8% | 2 | | Jan 2026 | 450K | 37.9% | 2 | 550K | 46.4% | 1 | | Feb 2026 | 450K | 42.2% | 1 | 450K | 42.2% | 2 | | Mar 2026 | 450K | 37.5% | 2 | 550K | 45.8% | 1 | | Apr 2026 | 368K | 37.3% | 2 | 450K | 45.6% | 1 | | May 2026 | 368K | 33.9% | 2 | 550K | 50.7% | 1 | | Jun 2026 | 368K | 34.5% | 2 | 550K | 51.5% | 1 | | Jul 2026 | 368K | 33.5% | 2 | 550K | 50.1% | 1 | | Aug 2026 | 301K | 29.7% | 2 | 550K | 54.2% | 1 | | Sep 2026 | 301K | 33.5% | 2 | 450K | 50% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using 23andMe’s and Ancestry’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **23andMe**: Measured on the search term “23andme”. - **Ancestry**: Measured on the search terms “ancestry dna” and “ancestrydna”, summed into one figure. - [23andMe profile](/demand/global-en/brands/23andme) - [Ancestry profile](/demand/global-en/brands/ancestry) - [All DNA test kit brands worldwide](/demand/global-en/categories/dna-test-kit-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is 23andMe or Ancestry more popular in search? In September 2026, Ancestry had more branded searches than 23andMe among DNA test kit brands worldwide. Ancestry had about 450,000 branded searches, while 23andMe had 301,000. Ancestry made up 50% of all DNA test kit brand searches we track, and 23andMe accounted for 33.5%. ## Cite this page Brandwave. "23andMe vs Ancestry: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/dna-test-kit-brands/compare/23andme-vs-ancestry This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/dna-test-kit-brands/compare/23andme-vs-ancestry. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.