Brandwave

How popular isFujifilm?

In September 2026, people searched for Fujifilm by name about 1.2 million times worldwide, a 6.6% increase from the previous year. These searches made up 15.6% of all global camera lens brand searches, placing Fujifilm third out of seven brands. When we asked both ChatGPT and Google AI Overviews about camera lens brands, Fujifilm appeared in three of the five answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

Fujifilm is the third most searched of 7 competitors and the sixth most recommended in AI answers.

  1. SonyShare of searches 64.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. NikonShare of searches 15.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  3. FujifilmShare of searches 15.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. CanonShare of searches 1.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. TamronShare of searches 1.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top camera lens brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fujifilm was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Fujifilm is the sixth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Canon1st
  2. Sony2nd
  3. Sigma3rd
  4. Nikon4th
  5. Tamron5th
  6. Fujifilm6th
  7. Tokina–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Canon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nikon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sigma4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fujifilm3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tamron2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tokina0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camera lens brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which camera lens brands compete with Fujifilm?

Fujifilm against camera lens brands worldwide, by month

Share of searches by month for Sony, Nikon, Fujifilm. The figures are in the table below the chart.

View monthly share of searches table
MonthSonyNikonFujifilmCanonTamronSigmaTokina
Oct 202559.4%18%17.5%2%1.9%1.1%0.13%
Nov 202563.7%17.1%15.1%1.7%1.4%0.91%0.11%
Dec 202562%16.7%17.4%1.6%1.3%0.86%0.1%
Jan 202662%15.9%17.8%2%1.3%0.88%0.11%
Feb 202662.4%17.8%14.8%2%2%0.89%0.13%
Mar 202660.2%18.2%17%1.9%1.6%1%0.12%
Apr 202660.2%18.5%17%1.6%1.6%1%0.14%
May 202660.5%18.3%17.1%1.6%1.6%0.84%0.12%
Jun 202663.4%17.3%15%1.7%1.6%0.9%0.11%
Jul 202664.9%15%16%1.5%1.7%0.79%0.1%
Aug 202664.3%16.3%15.2%1.7%1.6%0.75%0.09%
Sep 202664.6%15.8%15.6%1.7%1.4%0.77%0.09%

  1. 1.Sony

    64.6%

    Held 1st. 3.4M estimated branded searches, -1.9% vs prior month. Share +0.3 points.

  2. 2.Nikon

    15.8%

    Held 2nd. 836K estimated branded searches, -5.1% vs prior month. Share -0.5 points.

  3. 3.Fujifilm

    15.6%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Canon

    1.7%

    Held 4th. 91.8K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Tamron

    1.4%

    Held 5th. 75.3K estimated branded searches, -15.2% vs prior month. Share -0.2 points.

  6. 6.Sigma

    0.77%

    Held 6th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Tokina

    0.09%

    Held 7th. 4.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Fujifilm and its closest rivals

Every comparison with Fujifilm

36 comparisons

How has branded search demand for Fujifilm changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fujifilm worldwide rose from 1.1M to 1.2M.
  • Across the 12 months ending September 2026, Fujifilm’s share of searches among camera lens brands worldwide decreased from 17.5% to 15.6%.
  • Across the 12 months ending September 2026, Fujifilm’s share of searches among camera lens brands worldwide peaked at 17.8% in January 2026 and was lowest at 14.8% in February 2026.

How did search popularity change for camera lens brands worldwide in September 2026?

4 changes

  1. Estimated monthly branded searches for Sony worldwide rose 22.3% over 12 measured months, from 2.8M to 3.4M in September 2026.

  2. Estimated monthly branded searches for Tokina worldwide fell 18.3% over 12 measured months, from 6K to 4.9K in September 2026.

  3. Estimated monthly branded searches for Sigma worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.

  4. Estimated monthly branded searches for Tamron worldwide fell 15.2% over 12 measured months, from 88.8K to 75.3K in September 2026.

How are Fujifilm’s branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Fujifilm’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • fujifilm
  • fujifilm camera
  • fujifilm instax
  • fujifilm printer
  • instax mini link
  • instax printer

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How the Brand Demand Index is measured

Where does Fujifilm compete?

Fujifilm is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Camera brands2nd of 817.5%Show ranking
Camera lens brands3rd of 715.6%Shown above
Instant camera brands2nd of 629.6%Show ranking
Film camera brands1st of 638.6%Show ranking
Film brands1st of 666.5%Show ranking
Medical imaging software1st of 1169.5%Show ranking
Radiology software1st of 772.2%Show ranking
Photo printer brands4th of 75.6%Show ranking
Mini printer brands3rd of 48.3%Show ranking
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