Cover photo by さかたっつん
A new player has emerged in the video camera market, challenging traditional leading manufacturers. That player is DJI's "Osmo Pocket 3".
Since November 2023, the "Osmo Pocket 3" has maintained the top sales position for 11 consecutive months, boasting an impressive 24.3% market share. Amidst the proliferation of smartphones and the shift to hybrid cameras, its unique features and compact design have taken the market by storm.
Photo by Reiri
Transformation of the Video Camera Market and the Appeal of Osmo Pocket 3
Traditional horizontal video cameras are largely categorized into three trends: smartphones, mirrorless cameras, and action cameras. The Osmo Pocket 3 stands out by offering specialized features not found in conventional video cameras, such as gimbal stabilization, compact size, and 4K/120p recording.
Photo by Junya
For active creators, the convenience of portability and high-quality shooting is a major attraction.
Struggles of Traditional Manufacturers and the Rise of New Forces
In the past, Panasonic and Sony dominated the video camera market, but their shares have plummeted in recent years. According to data released by BCN+R up to September 2024, Panasonic, which once held a 49.3% share, has fallen to 12.1%.
Photo by Yukihiro
Meanwhile, DJI has rapidly grown from 7.3% to 37.7% over three years. This change reflects a shift in consumer demand towards multifunctional and compact cameras rather than dedicated video devices.
Intensifying Competition in New Product Categories
Not only DJI, but new companies like Insta360 and GoPro are also increasing their presence in the market. Insta360 is expanding its share, particularly with 360-degree cameras, and GoPro continues to maintain its position in the action camera segment, but competition is intensifying.
The video camera market is expected to undergo further transformation with new products that defy conventional wisdom.
