Usually in these discussions, I can fall back on CIPA data, but looking at their website, I am not seeing the breakdown between brands. Still, some great data. For example, 2021 has been remarkably flat, not showing a holiday bump in sales. And, perhaps most telling, at least in Japan, recent camera sales are really being driven by >60 yr olds.

In terms of comparison between brands, there is this article on dpreview assessing 2020 data. The headline is "Sony Tops Mirrorless Production with Canon close behind..." And I remember this being pointed out when this article came out, but what funny about that is Sony was the pioneer into mirrorless...leading the way. For most of 2020, Canon's entries were EOS-M, the R, and RP. The R5 and R6 were not really available until 2H and even 4Q 2020. And Sony didn't lead in overall camera sales, just mirrorless...but DPReview...

The numbers for 2020 as reported in DPreview: Sony: 1.15M MILCs; Canon: 1.05M MILCs and 1.71M DSLRs = 2.76M ILCs; and Nikon: 250K MILC, and 900K DSLRs = 1.15M ILCs. Between these 3 manufacturers (not including Fuji/Pentax/etc), that is 5.06M ILCs, with Canon holding 54.5% of the market and Nikon/Sony tied at 22.7%.

BCN does have some 2021 data for mirrorless ILCs in Japan only (~40% of retailers). Photorumors thinks BCN mislabeled Sony v Canon (orange and blue lines), but it is clear, they were neck/neck for 2021. If you look at the actual BCN site, you also see which cameras are selling the best, which tend to be low cost, APS-C type cameras. But, considering BCNs limited scope, I've tended to prefer CIPA numbers when available.
Quote Originally Posted by Fast Glass View Post
When was the last time you heard of someone switching from Sony to Canon or to Nikon? I have not seen one single case of this, I'm sure it happens but it's not something I have seen. Certainly not widespread.
..ummm...cough...Chelsea Northrup did this whole series about switching to the R5. Tony and Chelsea switched all their recording cameras to Canon a few years ago. Jared Polin has switched to recording with the R5....several other landscape youtubers have been migrating to Fuji medium format, and a couple from Sony.

It's just a thing. Obviously, switching gear videos gets clicks. Knowing all the gear makes reviewers better at their jobs (Mark Smith intentionally buys Canon/Nikon even though he's a Sony shooter so he can better help those he guides).

I do not want to take away from Sony...they have done a great job over the last 10 years going from essentially nothing to 2nd place. But as Neuro has pointed out, it has primarily been at the expense of Nikon/Pentax/etc. All the numbers I see are that Canon has gained market share over the same time.

Of course, what other people shoot does not affect my photography other than I want to be investing in a company that I can count on to still be around in the foreseeable future. Still be servicing my gear as needed. Providing me updates that I may want to buy. The numbers can fluctuate, but no doubt in my mind Canon is one of those companies, if not the company that best exemplifies that standard. I'll be able to pick up Canon lenses and updated bodies for the foreseeable future.