This Isn't What You Think

With a PetaPixel Membership, not only can you support original PetaPixel reporting and in-depth reviews, but you can also remove ads from the website and gain access to some seriously great perks, too. Members get 20% off Capture One, $15 off the Moment Store, 5% off certified pre-owned gear from KEH, 10% off lighting gear from FJ Westcott, 10% off Viltrox products, can download full-resolution RAW files and JPEGs from the latest cameras and lenses, and MORE! It costs just $3 per month or $30 per year. Join today: https://petapixel.com/members/ – A lot has been made of the fact that Nikon lost its third-place position to Fujifilm. However, what most discussions miss is why that happened and whether or not it’s actually a meaningful position swap. As Jaron Schneider and the PetaPixel team suspected, the conversation has missed important nuance. Read the full story: https://petapixel.com/2026/09/01/the-... This video was lit with a Westcott Rapid Box Switch Lantern: https://www.fjwestcott.com/products/r... Thanks to Desview for helping keep my data straight: https://desviewglobal.com/collections... Rental equipment provided by The Camera Store: https://www.thecamerastore.com PetaPixel exclusively uses Audio.com music in our YouTube show: https://audiio.com/petapixel Check out our PetaPixel Shirts at: https://store.petapixel.com – 00:00 - Nikon lost third place? That's not the whole story 01:26 - Where the data comes from 02:01 - It doesn't mean what we think it means 03:16 - Better data 05:40 - Fujifilm is doing great, though 06:18 - The whole industry is doing well, actually