Nikkei has published the global sales number and market share of digital stills and video cameras sold in 2023. The numbers are based on data from CIPA and JEITA and have been reported by the Japanese website dclife.
Here are the numbers for 2023:
- Canon … 3.34 million units (46.5%)
- Sony … 2 million units (27.9%)
- Nikon … 810,000 units (11.3%)
- Fujifilm … 430,000 units (6.0%)
- Panasonic … 260,000 units (3.6%)
- OM Digital … 180,000 units (2.5%)
- Ricoh Imaging … 60,000 units (0.8%)
Nikkei writes that the decline in the global market share of digital cameras is slower than before, and the demand for high-performance mirrorless cameras is increasing. Nikkei says “high-performance mirrorless is strong, and the market is recovering“.
This is more in less in line with the market share given to us by Techno Research System, which is limited to mirrorless cameras, though.
- Canon 41,2%
- Sony 32.1%
- Nikon 13.2%
- Fujifilm 8%
- Other brands 5.5%
Considering that Fujifilm has no dedicated video camera, nor DSLRs in offering, it is safe to assume that the vast majority of the 430,000 units are X and GFX camera sales. Not sure if the (almost dead) Fujifilm Finepix line is included in the list, but even if it would, it would be a negligable number.
Let’s put context to these numbers.
In 2023, Fujifilm launched 2 cameras
Moreover, in 2023 Fujifilm kept struggling to produce and ship what they had announced in previous years.
The list could go on forever, but bare with me if I stop it here to avoid to turn this article into a rant.
All I’ll say is that the number, 430K, is way below of what Fujifilm could have shipped if only they figured out a proper way to produce more gear rather than relying on creative, flawed and no-cost solution like using blockchain to improve parts procurement.
They did not increase production (except now for the X100VI). They did not hire more workers. They did not expand factories. They just accepted things as they are and so we got to absurd situation like the one of the X-E4, which was launched in January 2021. I noticed the X-E4 in stock only once in October 2021 and then it was mainly out of stock everywhere until it got discontinued in 2023 while tons of people still had one on pre-order.
The Fujifilm CEO calls this a “normal” situation, but I have not seen other brands struggle as much with deliver as Fujifilm. Sure, it’s not all Fuji’s fault, as nobody could have thought that Fujifilm’s popularity would expload like this. But the years passed, and Fujifilm failed to adjust to the new high demand.
Anyway… it is what it is.
Fujifilm sold 430,000 cameras in 2023. But it could have been easily twice as much if they’d have been able to ship their gear properly worldwide.
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