---
title: "Genealogy and DNA services in New Zealand: Which brands are most popular in search?"
description: "Compare the family history and DNA testing services New Zealanders research their ancestry with. Share of Search among MyHeritage, FamilySearch, Ancestry, Findmypast and 23andMe, the genealogy and DNA services Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/nz/categories/nz-genealogy-and-dna-services"
publisher: "Brandwave"
---

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

Compare the family history and DNA testing services New Zealanders research their ancestry with. Share of Search among MyHeritage, FamilySearch, Ancestry, Findmypast and 23andMe, the genealogy and DNA services Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Genealogy and DNA services
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: MyHeritage, 33.5%

## 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.
- 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.

## Compare search popularity between leading brands

- [MyHeritage vs FamilySearch: compare search popularity](/demand/nz/compare/familysearch-vs-myheritage): 33.5% against 31.6% Share of Search.
- [MyHeritage vs Ancestry: compare search popularity](/demand/nz/compare/ancestry-vs-myheritage): 33.5% against 29.8% Share of Search.
- [MyHeritage vs Findmypast: compare search popularity](/demand/nz/compare/findmypast-vs-myheritage): 33.5% against 2.7% Share of Search.
- [MyHeritage vs 23andMe: compare search popularity](/demand/nz/compare/23andme-vs-myheritage): 33.5% against 2.4% Share of Search.
- [FamilySearch vs Ancestry: compare search popularity](/demand/nz/compare/ancestry-vs-familysearch): 31.6% against 29.8% Share of Search.
- [FamilySearch vs Findmypast: compare search popularity](/demand/nz/compare/familysearch-vs-findmypast): 31.6% against 2.7% Share of Search.
- [FamilySearch vs 23andMe: compare search popularity](/demand/nz/compare/23andme-vs-familysearch): 31.6% against 2.4% Share of Search.
- [Ancestry vs Findmypast: compare search popularity](/demand/nz/compare/ancestry-vs-findmypast): 29.8% against 2.7% Share of Search.
- [Ancestry vs 23andMe: compare search popularity](/demand/nz/compare/23andme-vs-ancestry): 29.8% against 2.4% Share of Search.
- [Findmypast vs 23andMe: compare search popularity](/demand/nz/compare/23andme-vs-findmypast): 2.7% against 2.4% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | MyHeritage | 33.5% | 11.8K | +18.5% | MyHeritage |
| 2 | FamilySearch | 31.6% | 11.1K | +1.0% | FamilySearch |
| 3 | Ancestry | 29.8% | 10.5K | -16.1% | Ancestry |
| 4 | Findmypast | 2.7% | 950 | -5.0% | Findmypast |
| 5 | 23andMe | 2.4% | 830 | -16.2% | 23andMe |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ancestry | 10.2K | 33% | 1 |
| Oct 2025 | MyHeritage | 9.6K | 31.1% | 2 |
| Oct 2025 | FamilySearch | 9.1K | 29.4% | 3 |
| Oct 2025 | 23andMe | 1.2K | 3.9% | 4 |
| Oct 2025 | Findmypast | 830 | 2.7% | 5 |
| Nov 2025 | MyHeritage | 9.7K | 32.8% | 1 |
| Nov 2025 | FamilySearch | 9.2K | 31.3% | 2 |
| Nov 2025 | Ancestry | 8.8K | 29.7% | 3 |
| Nov 2025 | 23andMe | 1.2K | 4% | 4 |
| Nov 2025 | Findmypast | 660 | 2.2% | 5 |
| Dec 2025 | Ancestry | 11.2K | 36.8% | 1 |
| Dec 2025 | MyHeritage | 9.6K | 31.8% | 2 |
| Dec 2025 | FamilySearch | 7.6K | 25.2% | 3 |
| Dec 2025 | 23andMe | 1.2K | 4% | 4 |
| Dec 2025 | Findmypast | 670 | 2.2% | 5 |
| Jan 2026 | MyHeritage | 11.5K | 34.1% | 1 |
| Jan 2026 | Ancestry | 10.7K | 31.8% | 2 |
| Jan 2026 | FamilySearch | 9.6K | 28.4% | 3 |
| Jan 2026 | 23andMe | 1.1K | 3.2% | 4 |
| Jan 2026 | Findmypast | 820 | 2.4% | 5 |
| Feb 2026 | Ancestry | 10.4K | 32.3% | 1 |
| Feb 2026 | FamilySearch | 10.3K | 31.9% | 2 |
| Feb 2026 | MyHeritage | 9.7K | 30.1% | 3 |
| Feb 2026 | 23andMe | 1.2K | 3.6% | 4 |
| Feb 2026 | Findmypast | 670 | 2.1% | 5 |
| Mar 2026 | FamilySearch | 13.1K | 33.6% | 1 |
| Mar 2026 | Ancestry | 12.2K | 31.2% | 2 |
| Mar 2026 | MyHeritage | 11.8K | 30.3% | 3 |
| Mar 2026 | 23andMe | 1.2K | 3% | 4 |
| Mar 2026 | Findmypast | 780 | 2% | 5 |
| Apr 2026 | MyHeritage | 12.2K | 33.4% | 1 |
| Apr 2026 | Ancestry | 11.9K | 32.6% | 2 |
| Apr 2026 | FamilySearch | 10.6K | 29.1% | 3 |
| Apr 2026 | 23andMe | 960 | 2.6% | 4 |
| Apr 2026 | Findmypast | 830 | 2.3% | 5 |
| May 2026 | Ancestry | 12.6K | 32.5% | 1 |
| May 2026 | MyHeritage | 12.2K | 31.6% | 2 |
| May 2026 | FamilySearch | 11.8K | 30.5% | 3 |
| May 2026 | 23andMe | 1.3K | 3.3% | 4 |
| May 2026 | Findmypast | 810 | 2.1% | 5 |
| Jun 2026 | Ancestry | 12.4K | 33.9% | 1 |
| Jun 2026 | FamilySearch | 12K | 32.7% | 2 |
| Jun 2026 | MyHeritage | 10.4K | 28.5% | 3 |
| Jun 2026 | 23andMe | 960 | 2.6% | 4 |
| Jun 2026 | Findmypast | 810 | 2.2% | 5 |
| Jul 2026 | Ancestry | 12.5K | 35.2% | 1 |
| Jul 2026 | FamilySearch | 11K | 31.1% | 2 |
| Jul 2026 | MyHeritage | 9.9K | 28.1% | 3 |
| Jul 2026 | Findmypast | 1K | 2.8% | 4 |
| Jul 2026 | 23andMe | 990 | 2.8% | 5 |
| Aug 2026 | MyHeritage | 11.8K | 33.5% | 1 |
| Aug 2026 | FamilySearch | 11.1K | 31.6% | 2 |
| Aug 2026 | Ancestry | 10.5K | 29.8% | 3 |
| Aug 2026 | Findmypast | 950 | 2.7% | 4 |
| Aug 2026 | 23andMe | 830 | 2.4% | 5 |
| Sep 2026 | 23andMe | — | — | — |
| Sep 2026 | Ancestry | — | — | — |
| Sep 2026 | FamilySearch | — | — | — |
| Sep 2026 | Findmypast | — | — | — |
| Sep 2026 | MyHeritage | — | — | — |

## What is being compared

- **23andMe**: Measured on the search terms “23andme”, “23andme com”, “23andme dna test”, “23andme family tree”, “23andme genealogy” and “23andme nz”, summed into one figure.
- **Ancestry**: Measured on the 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” and “www ancestry com au”, summed into one figure.
- **FamilySearch**: Measured on the search terms “familysearch”, “familysearch dna test”, “familysearch family tree”, “familysearch genealogy”, “familysearch historical records”, “familysearch lds”, “familysearch near me”, “familysearch nz”, “familysearch online”, “familysearch tree”, “latter day saints familysearch” and “www familysearch 0rg”, summed into one figure.
- **Findmypast**: Measured on the search terms “findmypast”, “findmypast au”, “findmypast co uk”, “findmypast family tree”, “findmypast genealogy”, “findmypast new zealand” and “findmypast nz”, summed into one figure.
- **MyHeritage**: Measured on the search terms “myheritage”, “myheritage adn test”, “myheritage com”, “myheritage family tree”, “myheritage genealogy”, “myheritage near me”, “myheritage new zealand”, “myheritage nz” and “myheritage online”, summed into one figure.

- [23andMe](/demand/nz/brands/23andme)
- [Ancestry](/demand/nz/brands/ancestry)
- [FamilySearch](/demand/nz/brands/familysearch)
- [Findmypast](/demand/nz/brands/findmypast)
- [MyHeritage](/demand/nz/brands/myheritage)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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.

## Cite this page

Brandwave. "Genealogy and DNA services in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-genealogy-and-dna-services

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-genealogy-and-dna-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.