---
title: "Family tree sites: Which are searched most?"
description: "Compare the family tree sites people buy. Share of Search among Ancestry, FamilySearch, MyHeritage, 23andMe and Findmypast, the family tree sites Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/family-tree-sites"
publisher: "Brandwave"
---

# Family tree sites: Which are searched most?

Compare the family tree sites people buy. Share of Search among Ancestry, FamilySearch, MyHeritage, 23andMe and Findmypast, the family tree sites Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Family tree sites
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ancestry, 39.7%

## Which brand is most popular in search among family tree sites worldwide?

- In September 2026, Ancestry was the most searched among family tree sites worldwide, with an estimated 2.2M branded searches, 39.7% of all searches for the five we track.
- FamilySearch is in 2nd place, 7.3 percentage points behind at 32.4%.
- Across the 12 months ending September 2026, Ancestry’s share of searches among family tree sites worldwide increased from 38% to 39.7%.
- 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, MyHeritage’s share of searches among family tree sites worldwide increased from 20.7% to 21.6%.
- 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, Ancestry’s share of searches among family tree sites worldwide peaked at 43.6% in March 2026 and was lowest at 36.2% in November 2025.
- 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.
- Across the 12 months ending September 2026, MyHeritage’s share of searches among family tree sites worldwide peaked at 25.7% in December 2025 and was lowest at 19.4% in March 2026.
- 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.
- Across the 12 months ending September 2026, Findmypast held steady: its share of searches among family tree sites worldwide moved less than 0.5 percentage points.

## Top family tree sites in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Ancestry and FamilySearch appeared every time. Ancestry was recommended most often, coming first in three out of five answers. FamilySearch was second, and MyHeritage was third. 23andMe, which ranked fourth in searches, was not mentioned at all.

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 | 2 of 2 | 5 of 5 |
| FamilySearch | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| MyHeritage | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Findmypast | 4th | 1 of 3 | 2 of 2 | 3 of 5 |
| 23andMe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about family tree sites

- Asked ChatGPT "Which family tree site should I use?": 1. Ancestry, 2. FamilySearch, 3. MyHeritage
- Asked ChatGPT "What are the best family tree sites?": 1. Ancestry, 2. FamilySearch, 3. MyHeritage, 4. Findmypast
- Asked ChatGPT "What's the best family tree site for tracing ancestors?": 1. Ancestry, 2. FamilySearch, 3. MyHeritage
- Searched Google, AI Overview "family tree sites": 1. FamilySearch, 2. Ancestry, 3. Findmypast
- Searched Google, AI Overview "best genealogy sites": 1. FamilySearch, 2. Ancestry, 3. MyHeritage, 4. Findmypast

Not named in any answer: 23andMe.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026.

## Compare search popularity between leading brands

- [Ancestry vs FamilySearch: compare search popularity](/demand/global-en/compare/ancestry-vs-familysearch): 39.7% against 32.4% Share of Search.
- [Ancestry vs MyHeritage: compare search popularity](/demand/global-en/compare/ancestry-vs-myheritage): 39.7% against 21.6% Share of Search.
- [Ancestry vs 23andMe: compare search popularity](/demand/global-en/compare/23andme-vs-ancestry): 39.7% against 5.3% Share of Search.
- [FamilySearch vs MyHeritage: compare search popularity](/demand/global-en/compare/familysearch-vs-myheritage): 32.4% against 21.6% Share of Search.
- [FamilySearch vs 23andMe: compare search popularity](/demand/global-en/compare/23andme-vs-familysearch): 32.4% against 5.3% Share of Search.
- [MyHeritage vs 23andMe: compare search popularity](/demand/global-en/compare/23andme-vs-myheritage): 21.6% against 5.3% Share of Search.

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

- 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.
- Estimated monthly branded searches for 23andMe worldwide fell 45.3% over 12 measured months, from 550K to 301K in September 2026.
- Estimated monthly branded searches for Findmypast worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ancestry | 39.7% | 2.2M | 0.0% | Ancestry |
| 2 | FamilySearch | 32.4% | 1.8M | 0.0% | FamilySearch |
| 3 | MyHeritage | 21.6% | 1.2M | 0.0% | MyHeritage |
| 4 | 23andMe | 5.3% | 301K | 0.0% | 23andMe |
| 5 | Findmypast | 0.88% | 49.5K | -18.2% | Findmypast |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ancestry | 2.2M | 38% | 1 |
| Oct 2025 | FamilySearch | 1.8M | 31% | 2 |
| Oct 2025 | MyHeritage | 1.2M | 20.7% | 3 |
| Oct 2025 | 23andMe | 550K | 9.3% | 4 |
| Oct 2025 | Findmypast | 60.5K | 1% | 5 |
| Nov 2025 | Ancestry | 2.2M | 36.2% | 1 |
| Nov 2025 | FamilySearch | 1.8M | 29.6% | 2 |
| Nov 2025 | MyHeritage | 1.5M | 24.3% | 3 |
| Nov 2025 | 23andMe | 550K | 8.9% | 4 |
| Nov 2025 | Findmypast | 60.5K | 0.98% | 5 |
| Dec 2025 | Ancestry | 2.2M | 38.4% | 1 |
| Dec 2025 | FamilySearch | 1.5M | 25.7% | 2 |
| Dec 2025 | MyHeritage | 1.5M | 25.7% | 3 |
| Dec 2025 | 23andMe | 550K | 9.4% | 4 |
| Dec 2025 | Findmypast | 49.5K | 0.85% | 5 |
| Jan 2026 | Ancestry | 2.2M | 36.8% | 1 |
| Jan 2026 | FamilySearch | 1.8M | 30.1% | 2 |
| Jan 2026 | MyHeritage | 1.5M | 24.7% | 3 |
| Jan 2026 | 23andMe | 450K | 7.4% | 4 |
| Jan 2026 | Findmypast | 60.5K | 0.99% | 5 |
| Feb 2026 | Ancestry | 2.2M | 41% | 1 |
| Feb 2026 | FamilySearch | 1.5M | 27.5% | 2 |
| Feb 2026 | MyHeritage | 1.2M | 22.3% | 3 |
| Feb 2026 | 23andMe | 450K | 8.2% | 4 |
| Feb 2026 | Findmypast | 49.5K | 0.91% | 5 |
| Mar 2026 | Ancestry | 2.7M | 43.6% | 1 |
| Mar 2026 | FamilySearch | 1.8M | 29.1% | 2 |
| Mar 2026 | MyHeritage | 1.2M | 19.4% | 3 |
| Mar 2026 | 23andMe | 450K | 7.2% | 4 |
| Mar 2026 | Findmypast | 49.5K | 0.79% | 5 |
| Apr 2026 | Ancestry | 2.2M | 36.6% | 1 |
| Apr 2026 | FamilySearch | 2.2M | 36.6% | 2 |
| Apr 2026 | MyHeritage | 1.2M | 19.9% | 3 |
| Apr 2026 | 23andMe | 368K | 6% | 4 |
| Apr 2026 | Findmypast | 49.5K | 0.81% | 5 |
| May 2026 | Ancestry | 2.2M | 39.2% | 1 |
| May 2026 | FamilySearch | 1.8M | 32.1% | 2 |
| May 2026 | MyHeritage | 1.2M | 21.4% | 3 |
| May 2026 | 23andMe | 368K | 6.4% | 4 |
| May 2026 | Findmypast | 49.5K | 0.87% | 5 |
| Jun 2026 | Ancestry | 2.2M | 41.7% | 1 |
| Jun 2026 | FamilySearch | 1.5M | 27.9% | 2 |
| Jun 2026 | MyHeritage | 1.2M | 22.7% | 3 |
| Jun 2026 | 23andMe | 368K | 6.8% | 4 |
| Jun 2026 | Findmypast | 49.5K | 0.92% | 5 |
| Jul 2026 | Ancestry | 2.2M | 39.2% | 1 |
| Jul 2026 | FamilySearch | 1.8M | 32.1% | 2 |
| Jul 2026 | MyHeritage | 1.2M | 21.4% | 3 |
| Jul 2026 | 23andMe | 368K | 6.4% | 4 |
| Jul 2026 | Findmypast | 49.5K | 0.87% | 5 |
| Aug 2026 | Ancestry | 2.2M | 39.6% | 1 |
| Aug 2026 | FamilySearch | 1.8M | 32.4% | 2 |
| Aug 2026 | MyHeritage | 1.2M | 21.6% | 3 |
| Aug 2026 | 23andMe | 301K | 5.3% | 4 |
| Aug 2026 | Findmypast | 60.5K | 1.1% | 5 |
| Sep 2026 | Ancestry | 2.2M | 39.7% | 1 |
| Sep 2026 | FamilySearch | 1.8M | 32.4% | 2 |
| Sep 2026 | MyHeritage | 1.2M | 21.6% | 3 |
| Sep 2026 | 23andMe | 301K | 5.3% | 4 |
| Sep 2026 | Findmypast | 49.5K | 0.88% | 5 |

## What is being compared

- **23andMe**: Measured on the search term “23andme”.
- **Ancestry**: Measured on the search term “ancestry”.
- **FamilySearch**: Measured on the search term “familysearch”.
- **Findmypast**: Measured on the search term “findmypast”.
- **MyHeritage**: Measured on the search term “myheritage”.

- [23andMe](/demand/global-en/brands/23andme)
- [Ancestry](/demand/global-en/brands/ancestry)
- [FamilySearch](/demand/global-en/brands/familysearch)
- [Findmypast](/demand/global-en/brands/findmypast)
- [MyHeritage](/demand/global-en/brands/myheritage)

## 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

### Which brand is most popular in search among family tree sites worldwide?

In September 2026, Ancestry was the most searched among family tree sites worldwide, with an estimated 2.2M branded searches, 39.7% of all searches for the five we track. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Family tree sites: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/family-tree-sites

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/family-tree-sites. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.