DJI sells more mirrorless digital cameras than all traditional camera makers combined

Almost all of the major, long-established camera manufacturers are based in Japan, including giants such as Canon, Sony, Nikon, Fujifilm, Panasonic and Casio. All of them are members of the Japanese Camera & Imaging Products Association (CIPA). But the market is slowly shifting. In terms of the number of digital cameras sold (mirrorless), DJI in particular, as well as Insta360, both Chinese companies, are now among the major players.

According to an industry report, DJI and Insta360 now sell twice as many mirrorless cameras as all Japanese manufacturers combined. DJI has a significant lead over Insta360: DJI alone sold more units than all CIPA members combined.

Looking specifically at handheld cameras (action cameras, 360 cameras and gimbal cameras), 9 out of 10 units shipped worldwide now come from one of these two manufacturers. That also means that all other manufacturers, including GoPro, account for no more than one-tenth of the handheld camera market combined. Gimbal cameras have now overtaken action cameras and make up the largest share. At GoPro, meanwhile, sales have nearly halved year over year.

In 2025, DJI shipped more than 10 million handheld units, surpassing that milestone for the first time. According to CIPA, all member companies combined shipped 9.4 million cameras, including mirrorless cameras, DSLRs and compact cameras. Of those, 6.3 million were mirrorless cameras.

However, shipment figures only tell half the story: While handheld cameras are sold more frequently, their prices are falling, and competition is particularly intense. Insta360's profits have fallen by almost 94 percent due to high storage costs, high investment costs (360 technology) and inventory costs, as well as strong competitive pressure (DJI and emerging competitors).

The situation is different for CIPA members: Shipment volumes are declining slightly, but the value of those shipments — and therefore profits — is increasing.

This suggests that the market is essentially splitting in two: affordable consumer mass-market products that may increasingly compete with smartphones on one side, and a smaller market for premium cameras with interchangeable lenses on the other.