23andMe vs Ancestry:Which is more popular by branded search in New Zealand?
In August 2026, Ancestry had more branded searches than 23andMe among genealogy and DNA services in New Zealand. Ancestry was estimated to have 10.5K branded searches compared to 23andMe’s 830, and held a 29.8% Share of Search versus 23andMe’s 2.4%.
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Which is more popular in search, 23andMe or Ancestry?
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 by month for Ancestry, 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 | — | — | — | — | — |
How has the 23andMe and Ancestry comparison changed over the last 12 months?
3 findings
- Ancestry was ahead of 23andMe in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, 23andMe’s estimated Share of Search among genealogy and DNA services in New Zealand moved from 3.9% to 2.4%, and its estimated monthly branded searches moved from 1.2K to 830.
- Across the 11 months ending August 2026, Ancestry’s estimated Share of Search among genealogy and DNA services in New Zealand moved from 33% to 29.8%, and its estimated monthly branded searches moved from 10.2K to 10.5K.
How did search popularity change for New Zealand genealogy and DNA services in August 2026?
3 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, 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 23andMe in New Zealand fell 30.3% over 11 measured months, from 1.2K to 830 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using 23andMe’s and Ancestry’s 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
6 branded search terms
- 23andme
- 23andme com
- 23andme dna test
- 23andme family tree
- 23andme genealogy
- 23andme nz
Ancestry
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
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