How popular is23andMe in search?
In August 2026, there were an estimated 830 branded searches for 23andMe in New Zealand which is down 30.3% over the last 11 months. 23andMe holds 2.4% estimated Share of Search among New Zealand genealogy and DNA services and is ranked 5th of 5 competitors for search popularity.
MyHeritage33.5%
FamilySearch31.6%
Ancestry29.8%Findmypast2.7%
23andMe2.4%
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Which genealogy and DNA services compete with 23andMe?
Share of Search by month for MyHeritage, FamilySearch, Ancestry, Findmypast, 23andMe. The figures are in the table below the chart.
View monthly share of search table
| Month | MyHeritage | FamilySearch | Ancestry | Findmypast | 23andMe |
|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 29.4% | 33% | 2.7% | 3.9% |
| Nov 2025 | 32.8% | 31.3% | 29.7% | 2.2% | 4% |
| Dec 2025 | 31.8% | 25.2% | 36.8% | 2.2% | 4% |
| Jan 2026 | 34.1% | 28.4% | 31.8% | 2.4% | 3.2% |
| Feb 2026 | 30.1% | 31.9% | 32.3% | 2.1% | 3.6% |
| Mar 2026 | 30.3% | 33.6% | 31.2% | 2% | 3% |
| Apr 2026 | 33.4% | 29.1% | 32.6% | 2.3% | 2.6% |
| May 2026 | 31.6% | 30.5% | 32.5% | 2.1% | 3.3% |
| Jun 2026 | 28.5% | 32.7% | 33.9% | 2.2% | 2.6% |
| Jul 2026 | 28.1% | 31.1% | 35.2% | 2.8% | 2.8% |
| Aug 2026 | 33.5% | 31.6% | 29.8% | 2.7% | 2.4% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 3rd to 1st | 33.5% | 11.8K | +18.5% | +5.4 pointsmoved from 3rd to 1st | |
| 2, held 2nd | 31.6% | 11.1K | +1% | +0.5 points | |
| 3, moved from 1st to 3rd | 29.8% | 10.5K | -16.1% | -5.4 pointsmoved from 1st to 3rd | |
| 4, held 4th | 2.7% | 950 | -5% | -0.1 points | |
| 5, held 5th | 2.4% | 830 | -16.2% | -0.4 points |
33.5%
moved from 3rd to 1st · 11.8K estimated branded searches · +18.5% vs prior month · +5.4 points
31.6%
held 2nd · 11.1K estimated branded searches · +1% vs prior month · +0.5 points
3.
Ancestry29.8%
moved from 1st to 3rd · 10.5K estimated branded searches · -16.1% vs prior month · -5.4 points
2.7%
held 4th · 950 estimated branded searches · -5% vs prior month · -0.1 points
5.
23andMe2.4%
held 5th · 830 estimated branded searches · -16.2% vs prior month · -0.4 points
Compare search popularity between 23andMe and its closest rivals
How has branded search demand for 23andMe changed in New Zealand over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for 23andMe in New Zealand fell from 1.2K to 830.
- Across the 11 months ending August 2026, 23andMe’s estimated Share of Search among genealogy and DNA services in New Zealand decreased from 3.9% to 2.4%.
- Across the 11 months ending August 2026, 23andMe’s estimated Share of Search among genealogy and DNA services in New Zealand peaked at 4% in November 2025 and was lowest at 2.4% in August 2026.
- Across the 11 months ending August 2026, 23andMe fell from 4th to 5th among genealogy and DNA services in New Zealand.
How did search popularity change for New Zealand genealogy and DNA services in August 2026?
5 changes
In August 2026, MyHeritage overtook Ancestry to take the highest estimated Share of Search among genealogy and DNA services in New Zealand, at 33.5%.
In August 2026, FamilySearch gained estimated Share of Search among genealogy and DNA services in New Zealand, from 31.1% to 31.6%.
In August 2026, Ancestry lost estimated Share of Search among genealogy and DNA services in New Zealand, from 35.2% to 29.8%.
Estimated monthly branded searches for Findmypast in New Zealand rose 14.5% over 11 measured months, from 830 to 950 in August 2026.
Estimated monthly branded searches for 23andMe in New Zealand fell 30.3% over 11 measured months, from 1.2K to 830 in August 2026.
How is 23andMe measured?
Brandwave collects information about searches that people make online using 23andMe’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
6 branded search terms
- 23andme
- 23andme com
- 23andme dna test
- 23andme family tree
- 23andme genealogy
- 23andme nz
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Is 23andMe your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.