BCN Retail data delivers good news for DJI, but difficult reading for video camera manufacturers including Sony, Panasonic and GoPro
(Image credit: DJI / BCN+R / Digital Camera World)
BCN Retail has reported on "overwhelming" DJI Osmo Pocket 3 sales for nearly a year and there are no signs of appetites for one of the best action cameras dying down anytime soon. Sales figures are especially surprising right now, because the data-gathering outfit cites September and October as being particularly fruitful months for 'traditional' video camera sales within the Japanese domestic market. According to BCN+R, these months coincide with autumn sports festivals, causing parents to buy up video cameras to document their children's activities.
But September 2024 has bucked the trend in favor of the DJI Osmo Pocket 3. The third incarnation of DJI's popular action camera/handheld gimbal has remained the biggest-selling video camera in Japan since November 2023. That's a whopping 11-month reign at the top. The DJI Osmo Pocket 3 has reaped what BCN+R revealed as; "a cumulative share of 24.3%," ahead of top-selling video cameras from Sony, Panasonic and GoPro.
BCN+R takes into account sales figures from a whopping 2,400 electronics retailers across Japan.
(Image credit: BCN+R)
DJI Osmo Pocket 3 sales have been so good, they've bolstered DJI's overall share in the Japanese video camera market. As BCN+R puts it; "DJI has been leading the manufacturer share of video camera sales for 11 consecutive months," and its graph (above) clearly shows DJI's dominance throughout 2024.
While you can see a sharp increase in Panasonic (light blue) and Sony (grey dashed line) video camera sales during September, and a dip in DJI sales, DJI was so far ahead of the other two tech giants, that it still boasted a share of 37.7%, compared to Panasonic's 18.8% and Sony's 17.5%. Interestingly, GoPro reaped the smallest share of the four companies (9.7%), suggesting that the DJI Osmo Pocket 3's dominance doesn't extend to action cameras as a whole.
It's not surprising the DJI Osmo Pocket 3 is proving so popular. After all, we awarded it 4.5 stars in our review, praising its 10-Bit video and 32-bit sound options, crisp video and increased display size. I even published an article linking to a fantastic YouTube video on how to supercharge your DJI Osmo Pocket 3's footage.
Mike is Digital Camera World's How To Editor. He has over a decade of experience, writing for some of the biggest specialist publications including Digital Camera, Digital Photographer and PhotoPlus: The Canon Magazine. Prior to DCW, Mike was Deputy Editor of N-Photo: The Nikon Magazine and Production Editor at Wex Photo Video, where he sharpened his skills in both the stills and videography spheres. While he's an avid motorsport photographer, his skills extend to every genre of photography – making him one of Digital Camera World's top tutors for techniques on cameras, lenses, tripods, filters and other imaging equipment – as well as sharing his expertise on shooting everything from portraits and landscapes to abstracts and architecture to wildlife and, yes, fast things going around race tracks...
