Brandwave

23andMe vs Nebula Genomics:Which is more popular?

In September 2026, 23andMe had more branded searches than Nebula Genomics among DNA test kit brands worldwide. 23andMe had about 301,000 branded searches, while Nebula Genomics had 4,400. 23andMe made up 33.5% of all DNA test kit brand searches we track, and Nebula Genomics accounted for 0.49%. When we asked ChatGPT and Google AI Overviews about DNA test kit brands, 23andMe appeared in three of the four answers and Nebula Genomics in none.

Among DNA test kit brands worldwide in September 2026

Who do people search for more?

23andMe, about 68 searches for every 1 for Nebula Genomics

23andMe 301K searchesNebula Genomics 4.4K searches

Who does AI mention more?

23andMe, mentioned in 3 of 4 answers, Nebula Genomics in 0

23andMe in 3 of 4Nebula Genomics in 0 of 4

Who does AI recommend more?

23andMe, the only one of the two named

23andMe first in 3Nebula Genomics never named

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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. Nebula Genomics did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Ancestry1st
  2. MyHeritage2nd
  3. 23andMe3rd
  4. FamilyTreeDNA4th
  5. Living DNA5th
  6. 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

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 Nebula Genomics more popular in search?

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

23andMe and Nebula Genomics among DNA test kit brands worldwide, by month

Share of searches by month for 23andMe, Nebula Genomics. The figures are in the table below the chart.

View monthly share of searches table
MonthAncestry23andMeFamilyTreeDNAMyHeritageLiving DNANebula Genomics
Oct 202538.5%47.1%6.3%6.3%1%0.69%
Nov 202537.9%46.4%6.2%7.6%1%0.83%
Dec 202542.8%42.8%5.8%7%0.94%0.77%
Jan 202646.4%37.9%6.2%7.6%1%0.83%
Feb 202642.2%42.2%6.9%6.9%0.93%0.76%
Mar 202645.8%37.5%7.5%7.5%0.82%0.82%
Apr 202645.6%37.3%7.5%7.5%1%1%
May 202650.7%33.9%6.8%6.8%0.91%0.91%
Jun 202651.5%34.5%6.9%5.7%0.76%0.62%
Jul 202650.1%33.5%6.7%8.2%0.74%0.6%
Aug 202654.2%29.7%7.3%7.3%0.98%0.53%
Sep 202650%33.5%8.2%6.7%1.1%0.49%

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

3 findings
  • 23andMe was ahead of Nebula Genomics 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, Nebula Genomics’ share of searches among DNA test kit brands worldwide moved from 0.69% to 0.49%, and its estimated monthly branded searches moved from 8.1K to 4.4K.

How did search popularity change for DNA test kit brands worldwide in September 2026?

2 changes

  1. In September 2026, 23andMe gained share of searches among DNA test kit brands worldwide, from 29.7% to 33.5%.

  2. Estimated monthly branded searches for Nebula Genomics worldwide fell 45.7% over 12 measured months, from 8.1K to 4.4K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using 23andMe’s and Nebula Genomics’ 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

Nebula Genomics

1 branded search term

  • nebula genomics

How the Brand Demand Index is measured

Other head-to-heads among DNA test kit brands

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