DJI shipped a record 10.4 million handheld cameras in 2025 – beating all the big Japanese camera brands combined
It’s easy to get bogged down in analysing CIPA approved sales figures for our favourite Japanese camera manufacturers. But, incredibly, sales of ultra-portable DJI cameras alone are currently outstripping them all The post DJI shipped a record 10.4 million handheld cameras in 2025 – beating all the big Japanese camera brands combined appeared first on Amateur Photographer .
Chinese drone manufacturer DJI is experiencing record-breaking success with its handheld action cameras, surpassing the combined shipments of all Japanese camera brands, according to IDC data. The 'smart' camera market, which includes action, 360-degree, and gimbal cameras, continues to outpace the traditional camera market, which has been declining.
IDC reports that DJI sold 10.4 million units of handheld cameras in 2025, up 83% from the previous year. The company predicts this trend will continue, with 40 million units sold annually by 2030. DJI's popularity can be attributed to its Osmo and Insta360 Luna series, among others. While GoPro recently went through a buyout due to financial struggles, the overall industry also includes traditional camera brands like Fujifilm, Sony, and Nikon, which shipped 9.44 million units in 2024.
The growing popularity of handheld cameras may not necessarily be taking away from traditional camera sales, but rather attracting different audiences and markets.
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