--- title: "23andMe vs MyHeritage: Which is searched more?" description: "Is 23andMe or MyHeritage more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Family tree sites 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/compare/23andme-vs-myheritage" publisher: "Brandwave" --- # 23andMe vs MyHeritage: Which is searched more? Is 23andMe or MyHeritage more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Family tree sites 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 MyHeritage - **Competitive set**: Family tree sites - **Market**: Global - **Month measured**: Sep 2026 - **23andMe Share of Search**: 5.3% - **MyHeritage Share of Search**: 21.6% ## Is 23andMe or MyHeritage more popular in search? - 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%. - 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. ## 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. 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. ## How did search popularity change for family tree sites worldwide in September 2026? - Estimated monthly branded searches for 23andMe worldwide fell 45.3% over 12 measured months, from 550K to 301K in September 2026. ## Month by month | Month | 23andMe estimated searches | 23andMe Share of Search | 23andMe rank | MyHeritage estimated searches | MyHeritage Share of Search | MyHeritage rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 550K | 9.3% | 4 | 1.2M | 20.7% | 3 | | Nov 2025 | 550K | 8.9% | 4 | 1.5M | 24.3% | 3 | | Dec 2025 | 550K | 9.4% | 4 | 1.5M | 25.7% | 3 | | Jan 2026 | 450K | 7.4% | 4 | 1.5M | 24.7% | 3 | | Feb 2026 | 450K | 8.2% | 4 | 1.2M | 22.3% | 3 | | Mar 2026 | 450K | 7.2% | 4 | 1.2M | 19.4% | 3 | | Apr 2026 | 368K | 6% | 4 | 1.2M | 19.9% | 3 | | May 2026 | 368K | 6.4% | 4 | 1.2M | 21.4% | 3 | | Jun 2026 | 368K | 6.8% | 4 | 1.2M | 22.7% | 3 | | Jul 2026 | 368K | 6.4% | 4 | 1.2M | 21.4% | 3 | | Aug 2026 | 301K | 5.3% | 4 | 1.2M | 21.6% | 3 | | Sep 2026 | 301K | 5.3% | 4 | 1.2M | 21.6% | 3 | ## How each brand is measured 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**: Measured on the search term “23andme”. - **MyHeritage**: Measured on the search term “myheritage”. - [23andMe profile](/demand/global-en/brands/23andme) - [MyHeritage profile](/demand/global-en/brands/myheritage) - [All family tree sites worldwide](/demand/global-en/categories/family-tree-sites): The set both shares are measured inside, 5 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 MyHeritage more popular in search? 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%. ## Cite this page Brandwave. "23andMe vs MyHeritage: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/23andme-vs-myheritage This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/23andme-vs-myheritage. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.