23andMe vs FamilySearch:Which is more popular by branded search in New Zealand?
In August 2026, FamilySearch had more branded searches than 23andMe among genealogy and DNA services in New Zealand. FamilySearch was estimated to have 11.1K branded searches compared to 23andMe’s 830, and held a 31.6% Share of Search versus 23andMe’s 2.4%.
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Which is more popular in search, 23andMe or FamilySearch?
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 FamilySearch, 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 FamilySearch comparison changed over the last 12 months?
3 findings
- FamilySearch 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, FamilySearch’s estimated Share of Search among genealogy and DNA services in New Zealand moved from 29.4% to 31.6%, and its estimated monthly branded searches moved from 9.1K to 11.1K.
How did search popularity change for New Zealand genealogy and DNA services in August 2026?
3 changes
In August 2026, MyHeritage overtook FamilySearch 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%.
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 FamilySearch’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
FamilySearch
12 branded 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
- www familysearch 0rg
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.