23andMe vs Living DNA:Which is more popular?
In September 2026, 23andMe had more branded searches than Living DNA among DNA test kit brands worldwide. 23andMe had about 301,000 branded searches, while Living DNA had 9,900. 23andMe made up 33.5% of all DNA test kit brand searches we track, and Living DNA accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about DNA test kit brands, 23andMe appeared in three of the four answers and Living DNA in one. 23andMe was mentioned before Living DNA in every answer that named either.
Who do people search for more?
23andMe, about 30 searches for every 1 for Living DNA
Who does AI mention more?
23andMe, mentioned in 3 of 4 answers, Living DNA in 1
Who does AI recommend more?
23andMe, named ahead of Living DNA in 3 of 3 answers
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Top DNA test kit brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, 23andMe was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Living DNA was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. 23andMe was listed before Living DNA in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Ancestry1st
MyHeritage2nd- 23andMe3rd
FamilyTreeDNA4th
Living DNA5th
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
Asked ChatGPT
“Which DNA test kit should I buy?”
Asked ChatGPT
“What are the best DNA test kits?”
Asked ChatGPT
“What's the best DNA test for finding out my ancestry?”
Searched Google, AI Overview
“dna test”
Searched Google, AI Overview
“dna test kit”
Google showed no AI Overview for this search.
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.
Is 23andMe or Living DNA more popular in search?
This chart shows how often people search Google for 23andMe and Living DNA by name. Each line represents a brand's share of searches for all six DNA test kit brands we track, month by month, from English-language searches worldwide.
Share of searches by month for 23andMe, Living DNA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ancestry | 23andMe | FamilyTreeDNA | MyHeritage | Living DNA | Nebula Genomics |
|---|---|---|---|---|---|---|
| Oct 2025 | 38.5% | 47.1% | 6.3% | 6.3% | 1% | 0.69% |
| Nov 2025 | 37.9% | 46.4% | 6.2% | 7.6% | 1% | 0.83% |
| Dec 2025 | 42.8% | 42.8% | 5.8% | 7% | 0.94% | 0.77% |
| Jan 2026 | 46.4% | 37.9% | 6.2% | 7.6% | 1% | 0.83% |
| Feb 2026 | 42.2% | 42.2% | 6.9% | 6.9% | 0.93% | 0.76% |
| Mar 2026 | 45.8% | 37.5% | 7.5% | 7.5% | 0.82% | 0.82% |
| Apr 2026 | 45.6% | 37.3% | 7.5% | 7.5% | 1% | 1% |
| May 2026 | 50.7% | 33.9% | 6.8% | 6.8% | 0.91% | 0.91% |
| Jun 2026 | 51.5% | 34.5% | 6.9% | 5.7% | 0.76% | 0.62% |
| Jul 2026 | 50.1% | 33.5% | 6.7% | 8.2% | 0.74% | 0.6% |
| Aug 2026 | 54.2% | 29.7% | 7.3% | 7.3% | 0.98% | 0.53% |
| Sep 2026 | 50% | 33.5% | 8.2% | 6.7% | 1.1% | 0.49% |
How has the 23andMe and Living DNA comparison changed over the last 12 months?
3 findings
- 23andMe was ahead of Living DNA in every measured month of the 12 months ending September 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, Living DNA’s share of searches among DNA test kit brands worldwide moved from 1% to 1.1%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
How did search popularity change for DNA test kit brands worldwide in September 2026?
2 changes
In September 2026, 23andMe gained share of searches among DNA test kit brands worldwide, from 29.7% to 33.5%.
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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using 23andMe’s and Living DNA’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
Living DNA
1 branded search term
- living dna
Other head-to-heads among DNA test kit brands
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