Brandwave

How popular isAncestry in search?

In August 2026, there were an estimated 10.5K branded searches for Ancestry in New Zealand which held steady over the last 11 months. Ancestry holds 29.8% estimated Share of Search among New Zealand genealogy and DNA services and is ranked 3rd of 5 competitors for search popularity.

Share of Search, August 2026
  1. MyHeritage33.5%
  2. FamilySearch31.6%
  3. Ancestry29.8%
  4. Findmypast2.7%
  5. 23andMe2.4%
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Which genealogy and DNA services compete with Ancestry?

Ancestry against genealogy and DNA services in New Zealand, by month

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
MonthMyHeritageFamilySearchAncestryFindmypast23andMe
Oct 202531.1%29.4%33%2.7%3.9%
Nov 202532.8%31.3%29.7%2.2%4%
Dec 202531.8%25.2%36.8%2.2%4%
Jan 202634.1%28.4%31.8%2.4%3.2%
Feb 202630.1%31.9%32.3%2.1%3.6%
Mar 202630.3%33.6%31.2%2%3%
Apr 202633.4%29.1%32.6%2.3%2.6%
May 202631.6%30.5%32.5%2.1%3.3%
Jun 202628.5%32.7%33.9%2.2%2.6%
Jul 202628.1%31.1%35.2%2.8%2.8%
Aug 202633.5%31.6%29.8%2.7%2.4%
Sep 2026—————

  1. 1.MyHeritage

    33.5%

    moved from 3rd to 1st · 11.8K estimated branded searches · +18.5% vs prior month · +5.4 points

  2. 2.FamilySearch

    31.6%

    held 2nd · 11.1K estimated branded searches · +1% vs prior month · +0.5 points

  3. 3.Ancestry

    29.8%

    moved from 1st to 3rd · 10.5K estimated branded searches · -16.1% vs prior month · -5.4 points

  4. 4.Findmypast

    2.7%

    held 4th · 950 estimated branded searches · -5% vs prior month · -0.1 points

  5. 5.23andMe

    2.4%

    held 5th · 830 estimated branded searches · -16.2% vs prior month · -0.4 points

Compare search popularity between Ancestry and its closest rivals

How has branded search demand for Ancestry changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Ancestry in New Zealand held steady, from 10.2K to 10.5K.
  • Across the 11 months ending August 2026, Ancestry’s estimated Share of Search among genealogy and DNA services in New Zealand decreased from 33% to 29.8%.
  • Across the 11 months ending August 2026, Ancestry’s estimated Share of Search among genealogy and DNA services in New Zealand peaked at 36.8% in December 2025 and was lowest at 29.7% in November 2025.
  • Across the 11 months ending August 2026, Ancestry fell from 1st to 3rd among genealogy and DNA services in New Zealand.

How did search popularity change for New Zealand genealogy and DNA services in August 2026?

  1. 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%.

  2. In August 2026, FamilySearch gained estimated Share of Search among genealogy and DNA services in New Zealand, from 31.1% to 31.6%.

  3. In August 2026, Ancestry lost estimated Share of Search among genealogy and DNA services in New Zealand, from 35.2% to 29.8%.

  4. Estimated monthly branded searches for Findmypast in New Zealand rose 14.5% over 11 measured months, from 830 to 950 in August 2026.

  5. 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 Ancestry measured?

Brandwave collects information about searches that people make online using Ancestry’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.

17 branded search terms

  • ancestry ancestry
  • ancestry com
  • ancestry com au free
  • ancestry com birth records
  • ancestry com dna test
  • ancestry com family history
  • ancestry com family tree
  • ancestry com free
  • ancestry com genealogy
  • ancestry dna
  • ancestry dna test
  • ancestry family tree
  • ancestry genealogy
  • latter day saints ancestry site
  • my ancestry com
  • www ancestry com
  • www ancestry com au

Do you work for Ancestry? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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