23andMe vs FamilySearch:Which is more popular?
In September 2026, FamilySearch had more branded searches than 23andMe among family tree sites worldwide. FamilySearch had about 1.8 million branded searches, while 23andMe had 301,000. FamilySearch made up 32.4% of all family tree site searches we track, and 23andMe accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about family tree sites, FamilySearch appeared in all five answers and 23andMe in none.
Who do people search for more?
FamilySearch, about 6 searches for every 1 for 23andMe
Who does AI mention more?
FamilySearch, mentioned in every answer we collected
Who does AI recommend more?
FamilySearch, the only one of the two named
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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. 23andMe did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Ancestry1st- FamilySearch2nd
MyHeritage3rd
Findmypast4th
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
Asked ChatGPT
“Which family tree site should I use?”
Asked ChatGPT
“What are the best family tree sites?”
Asked ChatGPT
“What's the best family tree site for tracing ancestors?”
Searched Google, AI Overview
“family tree sites”
Searched Google, AI Overview
“best genealogy sites”
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.
Is 23andMe or FamilySearch more popular in search?
This chart shows how often people search Google for 23andMe and FamilySearch by name. Each line represents a brand's share of searches for all five family tree sites we track, month by month, from English-language searches worldwide.
Share of searches by month for FamilySearch, 23andMe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ancestry | FamilySearch | MyHeritage | 23andMe | Findmypast |
|---|---|---|---|---|---|
| Oct 2025 | 38% | 31% | 20.7% | 9.3% | 1% |
| Nov 2025 | 36.2% | 29.6% | 24.3% | 8.9% | 0.98% |
| Dec 2025 | 38.4% | 25.7% | 25.7% | 9.4% | 0.85% |
| Jan 2026 | 36.8% | 30.1% | 24.7% | 7.4% | 0.99% |
| Feb 2026 | 41% | 27.5% | 22.3% | 8.2% | 0.91% |
| Mar 2026 | 43.6% | 29.1% | 19.4% | 7.2% | 0.79% |
| Apr 2026 | 36.6% | 36.6% | 19.9% | 6% | 0.81% |
| May 2026 | 39.2% | 32.1% | 21.4% | 6.4% | 0.87% |
| Jun 2026 | 41.7% | 27.9% | 22.7% | 6.8% | 0.92% |
| Jul 2026 | 39.2% | 32.1% | 21.4% | 6.4% | 0.87% |
| Aug 2026 | 39.6% | 32.4% | 21.6% | 5.3% | 1.1% |
| Sep 2026 | 39.7% | 32.4% | 21.6% | 5.3% | 0.88% |
How has the 23andMe and FamilySearch comparison changed over the last 12 months?
3 findings
- FamilySearch was ahead of 23andMe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, 23andMe’s share of searches among family tree sites worldwide moved from 9.3% to 5.3%, and its estimated monthly branded searches moved from 550K to 301K.
- Across the 12 months ending September 2026, FamilySearch’s share of searches among family tree sites worldwide moved from 31% to 32.4%, and its estimated monthly branded searches held steady at 1.8M.
How did search popularity change for family tree sites worldwide in September 2026?
2 changes
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using 23andMe’s and FamilySearch’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
1 branded search term
- 23andme
FamilySearch
1 branded search term
- familysearch
Other head-to-heads among family tree sites
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