--- title: "23andMe vs Ancestry: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, 23andMe or Ancestry? Compare estimated monthly branded-search demand and Share of Search inside the Genealogy and DNA services set in New Zealand. 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/compare/23andme-vs-ancestry" publisher: "Brandwave" --- # 23andMe vs Ancestry: Which is more popular by branded search in New Zealand? Which is more popular in search, 23andMe or Ancestry? Compare estimated monthly branded-search demand and Share of Search inside the Genealogy and DNA services set in New Zealand. 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 - **Compared**: 23andMe and Ancestry - **Competitive set**: Genealogy and DNA services - **Market**: New Zealand - **Month measured**: Aug 2026 - **23andMe Share of Search**: 2.4% - **Ancestry Share of Search**: 29.8% ## Which is more popular in search, 23andMe or Ancestry? - 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%. - 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? - 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. ## Month by month | Month | 23andMe estimated searches | 23andMe Share of Search | 23andMe rank | Ancestry estimated searches | Ancestry Share of Search | Ancestry rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.2K | 3.9% | 4 | 10.2K | 33% | 1 | | Nov 2025 | 1.2K | 4% | 4 | 8.8K | 29.7% | 3 | | Dec 2025 | 1.2K | 4% | 4 | 11.2K | 36.8% | 1 | | Jan 2026 | 1.1K | 3.2% | 4 | 10.7K | 31.8% | 2 | | Feb 2026 | 1.2K | 3.6% | 4 | 10.4K | 32.3% | 1 | | Mar 2026 | 1.2K | 3% | 4 | 12.2K | 31.2% | 2 | | Apr 2026 | 960 | 2.6% | 4 | 11.9K | 32.6% | 2 | | May 2026 | 1.3K | 3.3% | 4 | 12.6K | 32.5% | 1 | | Jun 2026 | 960 | 2.6% | 4 | 12.4K | 33.9% | 1 | | Jul 2026 | 990 | 2.8% | 5 | 12.5K | 35.2% | 1 | | Aug 2026 | 830 | 2.4% | 5 | 10.5K | 29.8% | 3 | | Sep 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**: 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. - [23andMe profile](/demand/nz/brands/23andme) - [Ancestry profile](/demand/nz/brands/ancestry) - [All genealogy and DNA services in New Zealand](/demand/nz/categories/nz-genealogy-and-dna-services): The set both shares are measured inside, 5 brands. ## 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 is more popular in search, 23andMe or Ancestry? 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%. ## Cite this page Brandwave. "23andMe vs Ancestry: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/23andme-vs-ancestry This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/23andme-vs-ancestry. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.