Sony Just Muscled Its Way to Top Spot for Full-Frame Camera Sales

Sony Just Muscled Its Way to Top Spot for Full-Frame Camera Sales

Latest figures of year-on-year sales released by Japanese website BCN show that for the first time, Sony is the market share leader in Japan when it comes to full-frame cameras, knocking Canon from the top spot.

As reported by Canon Watch, the figures show that based on sales between November 2018 and October 2019, Sony has improved its share of the market from 31.6% to 38%. This pushes Canon into second place, down to 36% from 37.8% the previous year. 

While this is certainly a significant development and keeps Sony on track for its goal of dominating the camera industry by 2021, it’s worth noting that full-frame unit sales are only a small percentage when looking at all full-frame and APS-C DSLR and mirrorless camera sales — just over 10%.

These figures come at a time when Canon and Nikon’s first forays into mirrorless cameras are barely a year old, and truly flagship models are yet to appear. One might expect these figures to change considerably in a year’s time when more firmware updates have been delivered, making Canon and Nikon more appealing, and new models have been brought to market.

Many photographers moved from Canon to Sony because of the potential to adapt lenses, but while this was to Sony’s advantage, it might also mean that customers can switch back just as readily.

What are your thoughts? Will Sony's position continue to expand or will Canon and Nikon stage a comeback over the next 12 months? Leave a comment below.

Andy Day's picture

Andy Day is a British photographer and writer living in France. He began photographing parkour in 2003 and has been doing weird things in the city and elsewhere ever since. He's addicted to climbing and owns a fairly useless dog. He has an MA in Sociology & Photography which often makes him ponder what all of this really means.

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56 Comments

When that dark horse pro mirrorless launches, Sony will be forced to add a "Simulate Canon" button to every cam to compete.... :D

dunno why...sony's e-mount glass is top notch, their autofocus is best is the industry, their new EVFs are impeccable, and they've finally addressed the skin tone issues with their latest offerings...all canon has on them at this point are menus, ergos, and touchscreen functionality, all of which sony could easily improve if they felt the pressure...the issues that canon currently have with their mirrorless offerings are not things you can remedy in just one or two product cycles

Competition is a good thing. I like Sony, but hope this gives Nikon and Canon the kick in the butt they need to bring better cameras to market.

Agreed. While Canon has made no bones about bodies down the road, things are quieter on the Nikon front, although there's no doubt they're working on heavy-duty gear as well. I think the next gen mirrorless may make or break Nikon, Canon will have an easier time of it. We'll see where the dice land.

Im a nikon user and happy with this (although its bs and just pr stuff im certain) as n/c are asleep and feeling too comfortable at the top. Too many half azzed products and high prices. Stop skimping on basic features so you dont canabilize other products n/c

Calling it now: In 10 years Pentax, Olympus and Nikon will be no more (maybe acquired if lucky). Sony, Canon, Panasonic, Fuji, Leica and MF (Phase One, Hasselblad) will remain. I am only really (90+%) sure about Sony, Canon and Leica, though.

What makes you think Panasonic will make it if Nikon can't?

Because of video. If Panasonic was still-photography focused like Olympus or Nikon I would give them an equally high (actually even higher) chance to exit the business. But I think they will stay in the game because of video.

I think Canon’s honestly in more danger than Nikon. Nikon is at least still proving it can make professionals happy with the D850. The Z-series is also a perfectly viable option for people not wanting to change systems and demanding mirrorless. Meanwhile Canon has fallen behind with the lackluster 5D IV and R-series. Everyone is getting squeezed on the consumer side and that will only get worse. The survivors will be the ones still making professionals happy. I think Olympus is probably done and Panasonic is on thin ice as well. Just sold their sensor division and the competition has caught up to the GH5 for video. Micro 4/3 enthusiasm is waning. Not sure if the L-mount can save them or not.

I will now accept the hate from Canon users.

I completely agree and am a Canon user.

Canon and Nikon will be around quite a while just from the fortunes invested in lenses but I'd love some shake up. Let some fall out of the market and let others heavily compete for the top spot

I don't disagree with your assessment of lackluster Canon bodies (they make great lenses, though). But I don't base my predictions on that. Canon still has a significantly better hold in the market than other brands (esp. Nikon) and Nikon is falling faster than Canon. Canon also has a better position thanks to video. So based on the business situation I think that Nikon will go first and many former Nikon customers are going to switch to Canon.

Except for that horrible mjpeg video codec the Mark 4 is a damn good camera. No it doesn't have eye af, pet af and grandma af and is too heavy for most Sony users but I wouldn't trade it in just to be trendy. If you have to chase every little upgrade to get better pics, maybe use the money on photography lessons.

I think that’s one of their problems. Their high-end cameras are in competition with their cinema cameras while the trend is to provide professional mixed media devices. Nikon always had lackluster video codecs too, but has finally given people solid video options even giving Sony A7’s serious competition. I don’t think anyone will be moved to switch to Nikon, but they’ve at least convinced their users not to switch to Sony. I don’t think Canon has done that yet.

Nikon is way too late to the video game and Canon can just calm down on the video feature hoarding as most movies I see are shot on Arri Alexa or Red. Was a shame because the dual auto-focus on the Mark 4 is amazing and was amazing before people thought Sony invented it and changed the world by not hoarding features. Problem people will see now is that they won't keep up with that pace of innovation and now they can wait like the rest of us for tiny upgrades.

The only thing Canon made me do was get a GH5 and BMPCC 6K for video and stop depending on my photography camera to be anything more. I use a SmallHD Focus so don't care about the flip out screen, I record external audio so don't care about audio jacks so basically now, I'm shooting how they shoot films and shows. No all in one magic camera needed. But seriously all anyone needs is an iphone cause it does everything magically. (sarcasm)

Yeah I don’t think anyone is going to shoot a feature film on a Nikon, but it’s enough to keep the wedding photographers from switching. At one time they even claimed to be releasing a firmware update to allow it to output 12-bit ProRes. Sony is still stuck at 8-bit and has noticeable rolling shutter issues. What are your impressions of the build of the Blackmagic Pocket cameras? Any durability issues?

You would know all about the BMPCC 6K that is amazing if fstoppers didn't ignore it for more Sony and iphone vids. I have a GH5 but like the look of the BM more. Neither have AF for cats so most people will skip it. But if you want awesome video, get a video camera. BRAW is magic.

I kinda agree with your assessment except Canon 5DIV, it's still a nice working camera, but that thing weighs a ton. :D

It doesn't necessarily mean it's the best camera system (I'm not saying it is or isn't). It just means they are better at marketing. And just because Sony is in the top spot, doesn't mean other companies will die.

+2 for proper use of “its”. Way to go!

Your sure its the correct way? Their are alot more ways then just one.

Look out guy, you’ve activated his trap card!

I'm not your guy, buddy!*

*To be read in Terrance and Phillip voice

*as I drift away on a block of ice*
I’m not your buddy, friend!

Nicccce

Oh here we go again. My tool brand is more popular than your tool brand.

Meanwhile all of the Hassleblad users are ignoring these articles and spending their time and energy booking more jobs. Fools! Don't they know their preferred brand has limited market share?!?!

Plus.. they have no choice, they have to pay off the camera ;)

My Hassies been paid for since 1992.

I sure hope you have invested in your business in other ways then 😉

Yup

Hassle-blah? Exactly... Then again, stills are so boring - I stick with my Alexa LF.

This definitely means I won't buy Sony.
When I bought my first camera 6 years ago, I didn't pick Canon simply because they are the number 1 brand. I know it sounds dumb, but I tend favor the "underdogs", those ranked second or third. Same thing with cars, Toyotas are not even an option for me because it's too common.

So you're just a hipster then?

uhhhhh...okay?

Who cares? Just use what you have and buy what you like. If I like to drive Peugeot than why should I care that Volkswagen has a bigger market share?

It seems the thing to do, I don't know where it came from or why.
I follow a few EV forums and it's just the same there, constant updates on who's the market leader, bashing of any brand that's not number one. Why is it? Personal insecurity? The odd 'need to be a winner' all the time? It's like a peer justification but on a bigger scale.

Market share in Japan , not worldwide

Over a few years tech will even off as it hits a plateau.these ups and downs are the market trends.its not as if any company will lose,but..whether it is sustainable...smartphone technology is increasing.

If smartphones are so amazing, why are my camera lens so big? I know that peephole camera on your phone has software to fake a blurred background and other neat tricks but they will never be more than a cheaper point and click camera.

Wait! Why does it matter? Oh and I just read an article two days ago on PetaPixel's site that said Canon was still #1 and Sony was #2. I guess things change really fast in the camera world. LOL

For me it's all popcorn time. I use aps-c and MF and so majority of these reports are irrelevant. Fuji's strategy to skip FF makes sens now huh?

Haha, im going to go as far as saying Fujifilm's number one strategy was to avoid their users having to be involved in boring arguments on the internet.

What market are they talking about, Japan? World?

Only Japan and only 35mm sensors.

I am pretty sure that whatever camera you have it will work for a long time, no matter who is number 1, 2 or 3.
I have lenses that are more 30 years old. They Produce softer images compared todays lenses but they are still fun to use. If some brands will be no longer there. You will still be able to buy second hand and maybe even to a lower price. You do not always need the latest and “greatest”, to make great photos. I agree that the camera business needs to wake up and learn a couple of things from the mobile industry. Canikon have to run really fast because they forgot to start running when the mirrorless race started. In a game you often win by your opponents mistakes. Sony saw it and acted on it. It was the same with Apple vs. Microsoft. Microsoft didn’t get out of business they changed management. Maybe that is what is needed in the camera business as well.

lots of butthurt in the comments..."so what?" and "that doesn't mean they're better" all over the place. it's just news, folks. no statements or implications as to the quality of the products were made, yet here you are acting all defensive...

At one time Minolta sat atop the leader board as most cameras sold. Position change. No manufacturer makes the best choice for every style or situation . Just like each format is not great for every situation . Whether they stay or go will depend on how well the companies are diversified and how deep the pockets are.

so if i understand correctly, when i fill the buffer of my sony camera i cant do anything, not even enter the menu until the buffer clears,. so much LOL. and the Z series is hot on the heels of the Sony's and doesnt have this issue and has a mount that has a bigger future.not to mention the menu system and Nikon is 1 generation behind Sony. having said that i might opt for Nikon Z6 because of my lenses and color rendition. and a A7-4 if it comes out early 2020 for video, if they include the crazy eye AF for video. for photography i stick to my D850 and i might get A7r-4 but im not convinced about that camera, maybe the Nikon version of that one. sony still missing a feature that i need, focus stacking.

I started with Canon with the 5dii upon release, switched to Nikon with the D3s upon release due to job requirment's. I love Nikon body's and ergonomics. I unwillingly just sold it all to move to Sony. Why,

1. Tired of Nikon and Canons nonsense, they are constantly trying to hold back on their technology, saving it for the "next" camera 5 years down the road. Sony is KILLING it, putting everything they have into their current cameras and will most likely keep doing so. Nikon took 5 years after Canon to put radio in their speedlight flashes which drove me nuts. This is something Nikon could have easily released and would have been essential, especially for wedding photographers. But decided to hold back. Nikon and Canon both make you buy there new VR lenses to have VR, and make you replace all your old ones. Sony has the great idea, Just put it in the body stupid. The others can, but wont.

2. I don't like mirrorless, Im very comfortable looking through the viewfinder at the actual scene and not a digital reproduction. Unfortunately it is the way of the future and there is some benefits to it. Saying that, I think mirrorless is a death blow to the traditional DSLR, and at some point, MAYBE as crazy as it sounds, DSLR will get dropped by Nikon and Canon for mirrorless as their new flagships. I'm sure traditional DSLR will be supported. But when Nikon and Canon finally try to compete with a real mirrorless option, the lens mounts will be different obsoleting lots of DSLR equipment with will flood eBay and make it of almost no value. This is the real reason for my recent switch. I watched my NIkon D800E body barley sell for 500. which i paid almost 4000. upon release and Just sold a D850 I bought last year and paid 3500 for that. Just sold it for 2k. I was at the photoexpo in NYC a few months back and saw a line of people at Keh and Usedphotopro selling off their Nikon and Canon equipment to switch to Sony. I was shocked. I realized it was time to cut my loses and sell and switch before my stuff has no value.

3. Ultimately, I really wanted to sell and get the Fuji GFX 50S. Always dreamed of medium format. Used, they are within reach now and was dead set on getting one, not Sony. I downloaded raw files from the Fuji GFX, Sony a7r iv, and the Nikon D850. I figured, the Sony would not compete with my beloved D850. It was the same scene, same model, same lense settings. Again shocked. The Nikon was not even in the same ballpark as far as resolution. And to my dismay because I really wanted to justify buying the Fuji, the Fuji and Sony images were pretty much indistinguishable. I am a pixel peeper and zooming way way in, on the Sony you could very clearly the pours of her skin, fine hairs and even skin color. And the Sony was not even in pixel shift mode, which in a studio environment will be even more resolution than the FUJI.

Like I said, I love and miss my Nikon's. Selling them on eBay recently felt like putting my kids up for adoption. But Sony is killing it, going all in on their technology and I believe are going to keep doing so. Nikon and Canons first attempts did not even come close. Their first attempts were like sticking their toes in the water to see if they want to jump in. Reminded me of when Nikon only made crop sensor cameras in the beginning and said a full frame was nonsense and not necessary. Canon seized the moment and took control of the industry and all the videographer's went full bore Canon with the release of the 5D. Nikon did come back, kind of, but unfortunately for them, with most becoming very invested in Canon, they were not switching back. Well, its happening again

Forgive me, I don't like long posts and normally don't read them myself. Frustration with Nikon and Canon has been bottled up for a long time

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