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Genealogy and DNA services in New Zealand:Which brands are most popular in search?

In August 2026, MyHeritage was the most searched among genealogy and DNA services in New Zealand, with an estimated 11.8K branded searches and 33.5% estimated Share of Search within this set.

Share of Search, August 2026
  1. MyHeritage33.5%
  2. FamilySearch31.6%
  3. Ancestry29.8%
  4. Findmypast2.7%
  5. 23andMe2.4%

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Share of SearchLeaderboard

Compare the family history and DNA testing services New Zealanders research their ancestry with. 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.

Share of Search among 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—————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among genealogy and DNA services in New Zealand?

In August 2026, MyHeritage was the most searched among genealogy and DNA services in New Zealand, with an estimated 11.8K branded searches and 33.5% estimated Share of Search within this set. FamilySearch is in 2nd place, 1.9 percentage points behind at 31.6% Share of Search.

New Zealand genealogy and DNA services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
MyHeritage31.1% → 33.5%34.1%Jan 202628.1%Jul 20262nd → 1st
FamilySearch29.4% → 31.6%33.6%Mar 202625.2%Dec 20253rd → 2nd
Ancestry33% → 29.8%36.8%Dec 202529.7%Nov 20251st → 3rd
Findmypast2.7%2.8%Jul 20262%Mar 20265th → 4th
23andMe3.9% → 2.4%4%Nov 20252.4%Aug 20264th → 5th

Each finding as a sentence

  • Across the 11 months ending August 2026, MyHeritage’s estimated Share of Search among genealogy and DNA services in New Zealand increased from 31.1% to 33.5%.
  • Across the 11 months ending August 2026, FamilySearch’s estimated Share of Search among genealogy and DNA services in New Zealand increased from 29.4% to 31.6%.
  • 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, 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, MyHeritage’s estimated Share of Search among genealogy and DNA services in New Zealand peaked at 34.1% in January 2026 and was lowest at 28.1% in July 2026.
  • Across the 11 months ending August 2026, FamilySearch’s estimated Share of Search among genealogy and DNA services in New Zealand peaked at 33.6% in March 2026 and was lowest at 25.2% in December 2025.
  • 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, 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, MyHeritage rose from 2nd to 1st among genealogy and DNA services in New Zealand.
  • Across the 11 months ending August 2026, FamilySearch rose from 3rd to 2nd among genealogy and DNA services in New Zealand.
  • Across the 11 months ending August 2026, Ancestry fell from 1st to 3rd among genealogy and DNA services in New Zealand.
  • Across the 11 months ending August 2026, Findmypast rose from 5th to 4th among genealogy and DNA services in New Zealand.
  • 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?

  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.

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