Kodak overtakes Fujifilm as the most-used film brand among photographers in new survey

Kodak has claimed the title of the most-used film brand among photographers, according to the latest 2025 FilmFocus survey. The survey, which polled 1,337 participants, indicates that the analog revival is ongoing despite escalating film costs. Notably, Kodak was ahead of Fujifilm in usage, with 71% of respondents utilizing Kodak film versus 68% who used Fujifilm. This reversal of roles from the previous year stands in contrast to the 84% usage of Fujifilm over Kodak's 81% in 2024.

Moreover, the usage of major film brands has generally declined. Ilford's usage dropped from 52% to 41%, while Lomography experienced a decrease from 38% to 30%. The average number of major brands used by each photographer fell from 3.0 to 2.2.

Despite rising film costs, photographers remain committed to the medium. The average 35mm photographer used about 13.9 rolls, similar to the prior year's 13.7 rolls, and 120 film users averaged 7.0 rolls, up from 6.9. Thirty-eight percent of respondents indicated they were using film more frequently, while 62% reported reducing usage due to costs.

Younger photographers, those shooting film for less than a year, saw a rise in usage, with 49% reporting an increase. Conversely, 40% of experienced photographers noted a decrease in film usage. New film camera acquisitions were cited as a primary reason for increased film use, with specific mention of the Pentax 17 camera.