Brandwave

23andMe vs MyHeritage:Which is more popular?

In September 2026, MyHeritage had more branded searches than 23andMe among family tree sites worldwide. MyHeritage had about 1.2 million branded searches, while 23andMe had 301,000. MyHeritage made up 21.6% 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, MyHeritage appeared in four of the five answers and 23andMe in none.

Among family tree sites worldwide in September 2026

Who do people search for more?

MyHeritage, about 4 searches for every 1 for 23andMe

MyHeritage 1.2M searches23andMe 301K searches

Who does AI mention more?

MyHeritage, mentioned in 4 of 5 answers, 23andMe in 0

MyHeritage in 4 of 523andMe in 0 of 5

Who does AI recommend more?

MyHeritage, the only one of the two named

MyHeritage first in 423andMe never named

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Top family tree sites in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MyHeritage was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. 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.

  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.

Is 23andMe or MyHeritage more popular in search?

This chart shows how often people search Google for 23andMe and MyHeritage 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.

23andMe and MyHeritage among family tree sites worldwide, by month

Share of searches by month for 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%

How has the 23andMe and MyHeritage comparison changed over the last 12 months?

3 findings
  • MyHeritage 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, MyHeritage’s share of searches among family tree sites worldwide moved from 20.7% to 21.6%, and its estimated monthly branded searches held steady at 1.2M.

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

1 change

  1. 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 MyHeritage’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

MyHeritage

1 branded search term

  • myheritage

How the Brand Demand Index is measured

Other head-to-heads among family tree sites

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