DJI now dominates the market for video cameras in Japan. The Japanese retail analyst BCN+R has reported that DJI commands a 72.5% market share. BCN+R records sales across 2,400 consumer electronics stores and online retailers nationwide.
2025
Every year, BCN+R publishes the BCN Awards, which report the best-selling brands across the Japanese electronics market. At the end of 2025, the analyst confirmed that DJI led the digital video camera market with a 64.7% market share. Panasonic came in second, way back at 18.9%. DJI also topped the action camera market with a 40.1% share. Arashi Vision, the company behind Insta360, came close behind at 37.9%, with GoPro third at only 18.9%.
Osmo Pocket 4
DJI’s jump in market share for 2026 has been largely driven by sales of the new Osmo Pocket 4. The camera was only released on April 22 this year. Despite being on sale for just nine days, the Osmo Pocket 4 accounted for 21.5% of all video camera sales in the month. The camera’s predecessor, the Osmo Pocket 3, ranked second with 17.4%. DJI’s Osmo Action 4 and Osmo Nano took third and fourth spots with 6.8% and 5.6%, respectively.
Jump in market share
BCN+R reported that DJI’s video camera sales in April were up 158.1% year-on-year based on units sold. Sales in terms of revenue were also up 135.2%. The jump pushed DJI’s market share for video cameras in Japan to an astounding 72.5%. Insta360, by contrast, fell to a 12.5% share.
What we think
Traditional video cameras have been largely replaced by the cameras available on most smartphones. However, DJI has created a market for action cameras and gimbal-based personal video cameras. The Osmo Pocket 3 and 4, and the Osmo Action 4, deliver high-quality video that you can’t capture, or wouldn’t risk capturing, with your smartphone. DJI is riding high on the sales of those cameras.
The company must be relieved that the Osmo Pocket 4 has been so popular. The extra revenue will go a little way toward filling the hole left by the ongoing U.S. ban on DJI products. Hopefully, that situation will be resolved soon, and U.S. consumers can get their hands on DJI cameras again.
