As widely reported by Digital Camera Life, PetaPixel, Fujrumors, etc., etc., who got their data from Nikkei Industry Map (“the best resource” according to PetaPixel), Fujifilm is now the third largest digital camera maker worldwide, topping Nikon for the first time ever. Specifically, the data, which only looks at Japanese camera makers (so, not Leica), details the number of digital cameras shipped by each brand, and what percentage of the market that constitutes.

The latest data is for fiscal year 2025, which, for Japanese companies, ended on March 31st (approaching five months ago). In fiscal year 2025, Canon dominated the market, shipping 4.5 million cameras (almost 46% of the total market). Sony came in second with over 2.4 million cameras (almost 25% of the market). Fujifilm came in third with nearly 1.2 million (almost 12% of the market). Nikon was fourth with 880K (about 9%), Panasonic was fifth with 440K (about 4.5%), Ricoh was sixth with 210K (about 2%), and OM Systems (Olympus) finished seventh with 150K (1.5%). Shipped doesn’t equal sold; however, most are sold, especially by the brands that have trouble keeping bodies in stock (like Fujifilm and Ricoh).

When you talk about total cameras shipped (both film and digital), Fujifilm surpassed Nikon a long time ago, and is likely up there close with Canon; however, we’re just strictly considering digital (and not film), so most Instax models are not included in this. Instax is far bigger than X and GFX combined.

These rankings vary from year-to-year, and a lot depends on who released what and how the overall market was, so it’s important to take them with a grain of salt. But a few things can be understood from this. First, the overall market is growing, from 8.7 million cameras in 2024 to 9.5 million a year later. That’s good news, because for a long time the market was shrinking (2022-2023 is when it seems to have reached rock bottom). Also, Fujifilm has been growing quite significantly lately. In 2023, Fujfilm only shipped 430K cameras, less than half as many as Nikon did in 2025, and the same number as Panasonic in 2025. Now, it’s over a million (about three times as many as 2023!), something that only Canon and Nikon have been able to do the last several years. That’s a major accomplishment; however, in years past, during the height of digital camera sales, 1.2 million would have been a relatively small number.

There’s a lot that this data doesn’t tell us, like profit margins and the overall health of these companies. But the camera market is indeed growing, and Fujifilm is growing, too, so that’s all good news. So far, 2026 has had a slow start for Fujifilm; however, camera sales still seem strong thanks to models like the X100VI, X-E5, X-M5, and X-T30 III, so I suspect next year’s numbers will continue to look good for the brand, especially if the overall market continues to grow.