Brandwave

How popular isFujifilm?

In September 2026, people searched for Fujifilm by name about 7,160 times in New Zealand, a 17.4% increase from the previous year. These searches made up 41.2% of all New Zealand film camera brand searches, placing Fujifilm first out of five brands. When we asked both ChatGPT and Google AI Overviews about film camera brands, Fujifilm appeared in two of the four answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Fujifilm is the most searched of 5 competitors and the fourth most recommended in AI answers.

  1. FujifilmShare of searches 41.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  2. CanonShare of searches 30.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. NikonShare of searches 21%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  4. LeicaShare of searches 6.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. OlympusShare of searches 0.51%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
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Top film camera brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Fujifilm was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Fujifilm is the fourth most recommended of the five.

Most recommended by AI

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

  1. Canon1st
  2. Olympus2nd
  3. Nikon3rd
  4. Fujifilm4th
  5. Leica5th

Mentioned by AI

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

  • Canon4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Nikon4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Olympus3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fujifilm2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Leica2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about film camera brands

4 answers

  • Asked ChatGPT

    “Which film camera brand should I buy in New Zealand?”

    1. 1Olympus
    2. 2Canon
    3. 3Nikon
    4. 4Fujifilm

  • Asked ChatGPT

    “What are the best film camera brands in New Zealand?”

    1. 1Olympus
    2. 2Canon
    3. 3Nikon
    4. 4Fujifilm
    5. 5Leica

  • Asked ChatGPT

    “What's the best film camera brand in New Zealand for analogue photography?”

    1. 1Canon
    2. 2Nikon
    3. 3Olympus
    4. 4Leica

  • Searched Google, AI Overview

    “best film camera”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “vintage film camera”

    1. 1Canon
    2. 2Nikon

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which film camera brands compete with Fujifilm?

Fujifilm against film camera brands in New Zealand, by month

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

View monthly share of searches table
MonthFujifilmCanonNikonLeicaOlympus
Oct 202538.4%35.1%20.4%5.4%0.7%
Nov 202541.8%33.9%18.9%4.8%0.62%
Dec 202542%32.8%19.1%5.4%0.74%
Jan 202635.8%36.2%19.8%7.2%1%
Feb 202636.7%34.9%21.1%6.4%0.83%
Mar 202637.1%35.5%20%6.7%0.71%
Apr 202638.4%31.1%22.2%7.5%0.74%
May 202637.1%35.6%19.5%7%0.7%
Jun 202638%33.8%19%8.4%0.73%
Jul 202636.9%35.3%18.8%8.2%0.86%
Aug 202639.3%34.6%19.3%6%0.78%
Sep 202641.2%30.7%21%6.7%0.51%

  1. 1.Fujifilm

    41.2%

    Held 1st. 5.6K estimated branded searches, +1.1% vs prior month. Share +1.8 points.

  2. 2.Canon

    30.7%

    Held 2nd. 4.2K estimated branded searches, -14.3% vs prior month. Share -3.9 points.

  3. 3.Nikon

    21%

    Held 3rd. 2.9K estimated branded searches, +4.7% vs prior month. Share +1.6 points.

  4. 4.Leica

    6.7%

    Held 4th. 910 estimated branded searches, +7.1% vs prior month. Share +0.7 points.

  5. 5.Olympus

    0.51%

    Held 5th. 70 estimated branded searches, -36.4% vs prior month. Share -0.3 points.

Compare popularity between Fujifilm and its closest rivals

Every comparison with Fujifilm

11 comparisons

How has branded search demand for Fujifilm changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fujifilm in New Zealand rose from 6.1K to 7.2K.
  • Across the 12 months ending September 2026, Fujifilm’s share of searches among film camera brands in New Zealand increased from 38.4% to 41.2%.
  • Across the 12 months ending September 2026, Fujifilm’s share of searches among film camera brands in New Zealand peaked at 42% in December 2025 and was lowest at 35.8% in January 2026.

How did search popularity change for New Zealand film camera brands in September 2026?

5 changes

  1. In September 2026, Fujifilm gained share of searches among film camera brands in New Zealand, from 39.3% to 41.2%.

  2. In September 2026, Nikon gained share of searches among film camera brands in New Zealand, from 19.3% to 21%.

  3. In September 2026, Leica gained share of searches among film camera brands in New Zealand, from 6% to 6.7%.

  4. In September 2026, Canon lost share of searches among film camera brands in New Zealand, from 34.6% to 30.7%.

  5. Estimated monthly branded searches for Olympus in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in September 2026.

How are Fujifilm’s branded searches counted?

7 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 business innovation
  • fujifilm camera
  • fujifilm finepix
  • fujifilm instax
  • fujifilm lens
  • fujifilm mirrorless

Do you work for Fujifilm? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Fujifilm compete?

Fujifilm is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Camera brands5th of 812.2%Show ranking
Camera lens brands2nd of 718.5%Show ranking
Film camera brands1st of 541.2%Shown above
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