Fujifilm vs Sony:Which is more popular?
In September 2026, Sony had more branded searches than Fujifilm among camera brands in Australia. Sony had about 9,900 branded searches, while Fujifilm had 8,100. Sony made up 5.8% of all camera brand searches we track, and Fujifilm accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about camera brands, Sony appeared in four of the five answers and Fujifilm in three. Fujifilm and Sony were each mentioned first in two of the four answers that named either.
Who do people search for more?
Sony, about 22% more searches than Fujifilm
Who does AI mention more?
Sony, mentioned in 4 of 5 answers, Fujifilm in 3
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top camera brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sony was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Fujifilm was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Fujifilm and Sony were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Canon4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Sony4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Fujifilm3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Nikon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
GoPro1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Insta3601 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DJI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
OM System0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Panasonic Lumix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about camera brands
5 answers
Asked ChatGPT
“What's the best camera to buy in Australia?”
Asked ChatGPT
“Which action camera is best?”
Asked ChatGPT
“What's the best camera for beginners?”
Searched Google, AI Overview
“cameras”
Searched Google, AI Overview
“best camera”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Fujifilm or Sony more popular in search?
This chart shows how often people search Google for Fujifilm and Sony by name. Each line represents a brand's share of searches for all nine camera brands we track, month by month, from searches in Australia.
Share of searches by month for Sony, Fujifilm. The figures are in the table below the chart.
View monthly share of searches table
| Month | GoPro | Insta360 | Canon | DJI | Sony | Fujifilm | Nikon | OM System | Panasonic Lumix |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.3% | 27% | 9.9% | 6.6% | 6.6% | 4.4% | 2.9% | 0.67% | 1.6% |
| Nov 2025 | 37.9% | 31% | 9.3% | 6.2% | 6.2% | 5.1% | 2.3% | 0.51% | 1.5% |
| Dec 2025 | 38.3% | 31.3% | 9.4% | 6.3% | 6.3% | 4.2% | 2.3% | 0.52% | 1.5% |
| Jan 2026 | 37.6% | 30.8% | 9.2% | 6.2% | 6.2% | 5% | 2.7% | 0.81% | 1.5% |
| Feb 2026 | 35.6% | 29.1% | 10.6% | 7.1% | 7.1% | 4.7% | 3.2% | 0.88% | 1.7% |
| Mar 2026 | 32.5% | 32.5% | 9.7% | 6.5% | 7.9% | 5.3% | 2.9% | 0.8% | 1.9% |
| Apr 2026 | 34.3% | 34.3% | 8.4% | 6.9% | 6.9% | 4.6% | 2.5% | 0.69% | 1.7% |
| May 2026 | 35% | 28.6% | 10.5% | 8.6% | 7% | 4.7% | 3.1% | 0.92% | 1.7% |
| Jun 2026 | 32.8% | 32.8% | 9.8% | 8% | 6.6% | 5.4% | 2.4% | 0.66% | 1.6% |
| Jul 2026 | 31.7% | 31.7% | 9.5% | 9.5% | 7.8% | 5.2% | 2.3% | 0.83% | 1.5% |
| Aug 2026 | 28.9% | 35.3% | 10.6% | 8.6% | 7.1% | 4.7% | 2.6% | 0.93% | 1.4% |
| Sep 2026 | 35.6% | 29.1% | 10.6% | 8.7% | 5.8% | 4.8% | 2.6% | 1.4% | 1.4% |
How has the Fujifilm and Sony comparison changed over the last 12 months?
3 findings
- Sony was ahead of Fujifilm in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fujifilm’s share of searches among camera brands in Australia moved from 4.4% to 4.8%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
- Across the 12 months ending September 2026, Sony’s share of searches among camera brands in Australia moved from 6.6% to 5.8%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for Australia camera brands in September 2026?
2 changes
In September 2026, Sony lost share of searches among camera brands in Australia, from 7.1% to 5.8%.
Estimated monthly branded searches for Fujifilm in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Fujifilm’s and Sony’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among camera brands
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