The Lumix S9 is Panasonic’s attempt to break into the amateur content creator market. The company already produces some of the best mirrorless cameras for video: the fantastic Lumix S5IIX, plus the recently released Lumix GH7. However, these are aimed at professionals or serious semi-pros. As such, they come replete with specialist features like CFExpress slots, advanced recording formats and high data capture rates.
The vast number of creators producing YouTube or TikTok content likely don’t want, need or even understand all that. They want to pick up a camera, point it at something and get most of the benefits of a Lumix video camera, without all the complicated stuff. The S9 is intended to give them that, and to compete with the similarly priced, similarly creator-oriented Sony a6700 and Fujifilm X-S20.
