Rascasse Audience Intelligence

MyHeritage Target Market in Germany

A data profile of the people who buy, follow and care about MyHeritage in Germany — modelled from more than twelve digital signal sources. MyHeritage has an estimated audience of 852,449 people in Germany.

#977among Brand in Germany#191in Kids & Family

The average MyHeritage fan in Germany is 37.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern.

Top brand affinities include Family Tree DNA, Ancestry.com, Genealogy, with strongest over-indexing on Family Tree DNA (121.7× the country average).

Demographically, the MyHeritage audience skews more female with an average age of 37.6, and over-indexes on personality traits such as Community Orientation, Mindfulness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical MyHeritage fan in Germany is more female, around 37.6 years old, with strong Community Orientation tendencies and a notable affinity for Family Tree DNA.

Category: Kids & Family · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the MyHeritage profile in Germany.

Audience size
852K
in Germany
Gender
58.7%♀
41.3% male
Age
37.6
average years
Country rank
#7472
Brand in Germany
Fig. 01

Search interest · 12-month trend

+16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of MyHeritage

58.7% are female, 41.3% are male, average age 37.6.

Fig. 02

Gender split

58.7%
Female
41.3%
Male
Demographic split for MyHeritage audience in Germany
MetricValue
Female58.7%
Male41.3%
Average age37.6
Estimated audience size852,449
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the MyHeritage audience in Germany
Age bracketShare%
16-1926%
20-2917%
30-3920%
40-4921%
50+17%
Fig. 04

Worldwide distribution

8.9%

of the worldwide MyHeritage audience comes from Germany.

Worldwide audience distribution share by country for MyHeritage
CountryShare
United States13.9%
United Kingdom9.9%
Germany8.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the MyHeritage audience in Germany is strongest.

Fig. 05

Top regions by affinity

MyHeritage customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~200K1.21×
02Hessen~70K1.18×
03Baden-Württemberg~100K1.15×
04Berlin~40K1.15×
05Niedersachsen~80K1.06×
06Rheinland-Pfalz~40K1.06×
07Schleswig-Holstein~30K1.02×
08Hamburg~20K1.01×
09Bremen~7K0.98×
10Bayern~100K0.96×
11Brandenburg~20K0.95×
12Thüringen~20K0.94×
13Sachsen~30K0.87×
14Sachsen-Anhalt~20K0.84×
15Mecklenburg-Vorpommern~10K0.83×
16Saarland~8K0.81×
Fig. 06

Affinity by region

Affinity by region — MyHeritage, Germany
0.81×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the MyHeritage audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MyHeritage audience
#·InterestCategoryAffinity×
01Family Tree DNAKids & Family121.70×
02Family And FriendsMusic & Radio82.09×
03FindmypastKids & Family51.02×
04Ancestry.comKids & Family48.61×
05Genetic genealogyHealth32.66×
06Genealogy softwareTechnology & Electronics31.47×
07Family treeKids & Family30.05×
08GenealogyHealth27.22×
09Genealogical DNA testHealth27.12×
10Peugeot 607Cars & Mobility20.54×
11MixaBeauty & Wellness19.24×
12The Truman ShowMovies & TV14.58×
13Globe-TrotterFashion & Accessoires9.29×
14healthHealth6.53×
15Hercules (2014 film)Movies & TV5.54×
16ParshipInternet & Social Media4.15×
17WeTransferInternet & Social Media3.03×
18SatireLiterature2.60×
19Health And BeautyBeauty & Wellness2.59×
20FOCUS OnlineNews1.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MyHeritage audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by MyHeritage audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.27×
MindfulnessBALANCE1.26×
SpiritualityBALANCE1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MyHeritage audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.89×
Luxury OrientationPREMIUM0.89×
Risk AppetiteTHRILL0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is MyHeritage's target market in Germany?

MyHeritage's target market in Germany covers an estimated 852,449 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of MyHeritage customers?

58.7% of the MyHeritage audience are female, 41.3% are male, with an average age of 37.6 years.

03

Which brands do MyHeritage fans like most?

MyHeritage fans show strongest brand affinity for Family Tree DNA (121.7×), Ancestry.com (48.61×), and Genealogy (27.22×) over the country average.

04

Where do MyHeritage fans live in Germany?

MyHeritage fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Baden-Württemberg (reach ~100K), and Bayern (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do MyHeritage fans also like?

Beyond MyHeritage itself, the audience over-indexes on Ancestry.com (48.61×), Genealogy (27.22×), Family And Friends (82.09×), and Family tree (30.05×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Kids & Family audiences in Germany

See MyHeritage audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for MyHeritage. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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