The Panasonic Lumix S9 is the newest addition to Panasonic's line of full-frame mirrorless cameras, though it differs considerably from previous models by being the first to diverge from the traditional DSLR form factor. More significantly, it's the first full-frame Lumix camera aimed squarely at social media content creators.

The basic premise of the S9 is that it's designed to simplify and speed up the social media workflow. The goal is to allow content creators to generate photos or videos ready to publish straight out of the camera without additional editing in other applications.

Key specifications

• 24MP BSI CMOS full-frame sensor with on-sensor phase detection
• Sensor stabilized to 5EV (6.5EV w/ lens)
• 1.84M dot fully-articulating LCD
• Open-gate video at 4K or 6K up to 30p
• Extensive range of video resolutions, frame-rates and codecs
• Dedicated LUT button to apply LUTs to output (photos and video)
• Tight integration with the new Lumix Lab smartphone app
• Dual conversion gain sensor with explicit 'Dual Native ISO' gain selection
• Single UHS-II card slot

The Lumix S9 is available at a suggested retail price of $1499 in six color options: night blue, dark olive, crimson red, sakura pink, mint green and jet black.

Alongside the S9, Panasonic also announced a new L-mount lens designed to pair with the camera. The Lumix S 26mm F8 is a fixed-aperture, manual focus 'pancake' style lens with a suggested retail price of $199. But the S9's primary kit lens is the 18-40mm 4.3-6.3, a collapsible zoom that presents a compact combination, but increases the cost to $1797.

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Index:

• What's new?
• How it compares
• Body and controls
• Image Quality
• Autofocus
• Video
• Conclusion
• Sample gallery
• Specifications
• Press release

What's new:

Under the hood, the Panasonic S9 has a lot of similarities to the Panasonic S5II. However, by necessity, it omits some of that camera's hardware features in the interest of size, including an EVF, a second main command dial, a joystick, a second card slot and an integrated fan.

While the two cameras share a common technology platform, the S9 is not simply a more compact version of the S5II: the cameras have very different design philosophies and are aimed at different types of users. One of the starkest examples of this is in the S9's lack of a mechanical shutter or hot-shoe mount, which signals its prioritization of video over stills. There's no reasonable way to use a flash with this camera, and you'll have to be careful to avoid rolling shutter when shooting moving subjects.

Social media-focused workflow

The S9 is specifically designed with a social media workflow in mind. This means providing social media creators with the tools necessary to generate distinctive, signature looks to their photos and videos straight out of the camera without requiring any editing skills. Panasonic describes this as the ability to "Shoot, edit and share in 30 seconds." While 30 seconds may be a bit optimistic, it's important to understand that this social media workflow underpins the camera's features and design choices.

In essence, the S9 is intended to provide a camera-to-social-media workflow that can be executed quickly and easily, without relying on a computer or any third-party software. Although the camera can support an enthusiast photographer's workflow, it's not optimized for it, and lacks features that dedicated photographers are likely to value, such as a dedicated viewfinder, a second command dial and direct controls for features such as AF mode and area.

Expanded use of 'Real Time' LUTs

A core feature of the S9's social media workflow is Panasonic's 'Real Time' LUT system, first introduced on the S5II. This does more or less what it sounds like: it lets you instantly apply a look-up table (LUT) color transformation to a photo or video as they're captured to provide a custom look that would otherwise require additional editing to achieve.

LUTs have been a standard method of applying color and tone transformations in the video world for years, but Panasonic has expanded their use to broadly apply to both stills and video. It promises this LUT-based workflow will let you skip the color editing step entirely because you can use LUTs to achieve whatever look you want straight out of the camera.

LUTs are such an essential part of the S9's identity that it has a dedicated LUT button next to the AF-On button on the back of the camera. Tapping this button allows you to quickly cycle through all the LUTs loaded into the camera to select the look you want to achieve.

The S9's Real Time LUT feature allows you to generate custom looks straight out of the camera.

In addition to a dedicated LUT button, the camera improves upon the system found on the S5II in several ways. The S9 can store up to 39 LUTs in memory, up from ten on the S5II. LUTs can also now be applied to any of the camera's Photo Style color modes; previously, LUTs could only be applied to the V-Log style (for which most existing LUTs are designed). When using the Real Time LUT system, this is handled automatically; if the LUT you're using is designed for V-Log, it'll be applied on top of V-Log. If it's designed for the standard color mode, it'll be applied on top of that, and so on.

Users also now have the ability to control LUT opacity, ranging from 10-100%, and it's even possible to apply two LUTs at once by creating a custom 'My Photo Style', which lets you choose a base Photo Style and apply one or two LUTs on top of it. However, switching between a single Real Time LUT and a customized Photo Style requires using a separate menu, as the My Photo Styles aren't included in the list of LUTs.

New LUTs can be added to the camera quickly and easily using a companion smartphone app, though it's also possible to add a LUT in .cube or .vlt format from an SD card if desired.

4K open-gate recording and MP4 (Lite) codec

Another part of the S9's focus on social-media-ready footage is its 4K open-gate video mode. This captures video from the entire 3:2 sensor region and downsamples it from 6K to 4K. The taller, squarer 3:2 format makes it easier to take both a standard 16:9 crop (for platforms such as YouTube) as well as a tall, narrow 9:16 crop for vertical video platforms such as Instagram and TikTok.

The 4K open gate footage is captured in a new MP4 (Lite) codec, which records either 25 or 30p footage at an average of 50Mbps. This low bitrate assumes you won't be making major edits to your footage (having already used LUTs to get the color right, in-camera), and allows quick transfer to a smartphone. This is the camera's default mode.

The S9 can still capture standard resolutions at higher bitrates if you prefer, and handles vertical shooting well if you're solely interested in 9:16 output. It can also capture its full sensor 'open gate' output at full 6K resolution, if you want to punch-in and pan around the footage on your computer. But the camera's app doesn't handle the MOV files these higher quality modes are recorded in.

In most of the camera's modes it will shoot 4K open-gate footage by default. This can be changed in the menu, but the camera can only shoot at up to 4K resolution. To access the full-width 5.9K and 6K open-gate options, you'll need to switch out of the dedicated video mode to use them.

In video mode you also get access to Panasonic's excellent video features like waveform monitor, shutter angle, zebras, Log view assist, record frame indicator, and the other usual suspects.

Lumix Lab app

Part of the S9's social media workflow depends on the Lumix Lab smartphone app.

Lumix Lab allows you to apply LUTs to photos and videos and to manage the LUTs installed on your camera. However, the real power of Lumix Lab is the ability to quickly and easily create your own custom looks and generate custom LUTs based on those looks. The app includes various editing tools, including exposure, color, HSL, tone curve, split toning, sharpening, noise reduction, sharpness, and even simulated film grain. If you edit an image or video clip and get a look that you want to reproduce in the future, you can instantly save a custom LUT based on your edits and load it into one of the camera's 39 memory banks.

The Lumix Lab app allows you to create and manage LUTs on your camera.

The idea is to allow you to create a signature look that you can automatically apply to any media you capture in the future simply by selecting your custom LUT using the camera's LUT button.

Lumix Lab also includes a library of ready-to-use LUTs, including LUTs created by Panasonic and by other social media content creators. This means you have many creative options to choose from, even without having to make LUTs yourself.

You can also use Lumix Lab to generate different crops from a video to post to different platforms. This comes into its own if you shoot the default whole-sensor 3:2 'open-gate' footage. However, the app only accepts footage shot in the MP4 (Lite) and MP4 formats. The 6K open-gate and full-width 5.9K modes, which you might want to edit more extensively, can only be shot as MOV footage, so aren't compatible. So you need to think about your intended workflow when choosing a codec.

Lumix Lab has a fair number of tools for editing your footage – assuming you shot it in MP4 instead of MOV.

Its auto-transfer system is also at the mercy of your phone's operating system. When testing it on iOS, it would often stop automatically downloading files from the camera when the phone went to sleep, prompting the S9 to pop up a warning about un-transferred files that would prevent the camera from turning off until we tapped a button. It is possible to get around this by selecting what media you want to send to your phone from your camera, rather than having your phone try to automatically download everything.

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How it compares

Panasonic's pitching this camera squarely at creators who are still mainly shooting with their phones. If it wants the S9 to woo them, it has to do two things: be almost as convenient to carry around and shoot with as a phone while producing much higher-quality images. The camera's compact size, along with the revamped app, are plays at making it convenient, while its full-frame sensor should provide enough raw photo and video quality to stand out in a crowd of smartphone images.

Of course, the S9 isn't the only choice for creators looking to step up to a dedicated camera. Sony's ZV-E1 is a direct rival focused on meeting the needs of creators. We've also included the Panasonic DC-S5II, the company's more photographer-friendly model underpinned by similar hardware.

Finally, the Sigma fp is admittedly a slightly left-field comparison, but its lack of viewfinder, reliance on an electronic shutter, and use of the same sensor make it an interesting point of comparison.

For its price and size, the S9 has a pretty impressive spec sheet for an entry-level camera, largely owing to its high-res, full-frame sensor and ample video features. The company's stabilization tech is some of the best in the business when it comes to video, but its autofocus is still not the most reliable, while Sony's is.

This makes the comparison with the Sony ZV-E1 interesting. It, too, aims to make creators' lives easier, but through different means. The S9's forte is making it easy to find or create a look for your images, while the ZV-E1 is tuned to make filming yourself easier. While it has its own custom LUT feature, it's mostly focused on video instead of photos, and can only be applied to S-Log3 footage.

The S9's focus on creators means there are plenty of features that could push enthusiast and more photo-focused buyers towards more expensive cameras like the S5II. The S9's bigger cousin has more controls, a viewfinder, a mechanical shutter and a second SD card slot. It's also better equipped for video, with a full-size HDMI port versus a fragile micro one and a dedicated headphone socket (with the ability to record to an SSD on the more expensive S5II X model). The S5II's extra features come at a cost, though, both figurative and literal; it's over 50% heavier, and its MSRP is $500 higher than the S9's, both factors that could be dealbreakers for on-the-go content creators or people who are just starting out.

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Body and handling

The S9 has a sleek design reminiscent of old rangefinder film cameras. Its face is a mostly flat surface, a leatherette cover that comes in six colors. (Real ones, too; it's nice that Panasonic hasn't skimped on saturation like many gadget makers are these days.) Unlike Panasonic's higher-end offerings, the S9 doesn't have any programmable buttons up front.

The camera is relatively compact for housing a full-frame sensor; it's smaller and lighter than Panasonic's four thirds-equipped G9II. However, the S9 is still not a small object, and we felt its thickness, rounded edges, and lack of ergonomic affordances made it difficult to confidently shoot it one-handed like you can with cameras like the S5II or GH5II. Its surface finishes are relatively slick, and it doesn't have any front grip to speak of. (There is a leatherette-inlaid thumbrest, but it can only do so much.)

At the top of the camera is the mode dial, along with a programmable command dial that runs around the shutter button. There's also a programmable red button that, by default, will start recording up to 4K video even if you're in a photo mode, in your choice of MP4 Lite, standard MP4, or MOV. If you want access to the camera's highest resolution mode or all of its framerates, though, you'll have to switch to video mode. Finally, there's a cold shoe mount, which could be useful for mounting accessories like vlogging microphones or on-camera lights as long as they can provide their own power.

Moving to the back of the camera, there's the flip-out touchscreen, which is the S9's only display. It's also the main way to select your focus points, though you can also use the four-way controller once you've entered the AF point select mode. The screen is responsive, crisp and clear at 3.0" and 1.84 million dots (960 x 640px), but it's susceptible to glare and washing out even on relatively overcast days.

Above the display, you'll find the LUT and AF On buttons, both of which are programmable and easy to reach while shooting. Down to the right is the control wheel, along with the rest of the camera's buttons. We found the dial to be quite sensitive, which limited our choices while choosing its function; it's no fun looking down at your camera and discovering that you accidentally changed to a black and white photo style, or adjusted your white balance.

That sensitivity does help you zip around menus, but it doesn't make it any easier to use the wheel when you're one-handing the camera. It's placed such that you'll have to remove your thumb from the thumbrest to make adjustments, something that will almost certainly unbalance the camera unless you're supporting it with a second hand.

Photographers used to direct control of two principal parameters will probably wish for an extra command dial, and those who hate diving into menus will likely want an extra programmable button or two. However, you can make things a little less fiddly if you customize the Q menu and "My Menu" systems. The main menus of the camera are also reasonably easy to navigate, and you can control them with either dial, or using the touchscreen.

Battery

The S9 uses Panasonic's 16 Wh DMW-BLK22 battery, the same one found in the S5II, G9II, and GH5II. It's rated to give you around 470 shots per charge, though as always that number is likely well below what you'll get during real-world use. That's quite a good showing, especially for a camera of this size; that's enough power that most photographers could head out for a weekend of shooting without worrying about bringing a second battery, unless you plan on shooting a lot of video.

The S9 doesn't come with a power adapter or battery charger, but it has a USB-C port that you can use with standard charging bricks. According to Panasonic, you should be able to keep it topped up with a battery bank, provided it and your USB cable support outputting at 9V at 3A.

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Image Quality

Our test scene is designed to simulate a variety of textures, colors, and detail types you'll encounter in the real world. It also has two illumination modes, full even light and low directional light, to see the effect of different lighting conditions.

The S9 has the same sensor as the S5 II, so it's no surprise that it has very similar image quality in most situations. While we haven't shot the studio scene with the ZV-E1, the a7S III has nearly identical performance to it. Its 12MP sensor captures much less detail than the S9's 24MP one, meaning that it's even less suited to taking stills.

The S9's Raw files have roughly the same amount of detail as most other 24MP cameras, such as the Nikon Z6 II, and similar levels of noise at moderately high and very high ISOs.

The S9's JPEG engine does a decent job at sharpening fine details at low ISOs without giving images an overprocessed look. At moderately high ISOs the noise reduction does a good job of retaining all but the finest details, though it can start to struggle at extremely high ISOs.

In its standard color mode, the S9's JPEGs generally have good colors, and, though our color chart does suggests the greens can be a bit yellow, and the yellows can be a bit green, this didn't have a noticeable impact in landscapes or photos of foliage that we took as part of our testing.

Part of the allure of the camera is the ability to easily go beyond the standard color mode by applying a LUT. With the ability to built LUTs on top of the built-in Photo Styles, and to mix them together using the My Photo Style profiles, the S9 gives you more ability to tune the JPEGs to your liking than most other cameras – though that does come with the risk of going overboard.

Dynamic Range

The S9 doesn't have the strongest dynamic range performance, displaying higher levels of read noise than other cameras that use the same sensor. This is because the lack of a mechanical shutter forces it to use the faster 12-bit readout mode on the sensor, which results in lower dynamic range than a 14-bit readout mode.

The camera's intended audience of content creators and vloggers likely won't run into issues with it unless they routinely edit their Raw images and try to raise the shadows.

It's of no disadvantage at all for video users, as almost all of its rivals also drop to 12-bit readout to capture video. It is one more small reason not to consider the S9 as a general-purpose photography camera, though, as it could be somewhat limiting when shooting high-contrast work such as landscapes.

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Exposure Latitude | ISO Invariance

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Lenses

A few months after the S9 launched, Panasonic released its 18-40mm F4.3-6.3 collapsible lens, which became one of the kit lens options for the camera. You can look at our sample gallery, shot with the S9, to get an idea of what images taken with it look like, but the summary is that it's a lens that prioritizes compactness and lightness over image quality. That isn't necessarily a bad thing; when paired with the lens, the S9 is surprisingly light and compact for a full-frame camera.

That won't necessarily be true if you decide to upgrade the lens. There are plenty of L-mount options that are good for video, but the faster and sharper the lens, the bigger and heavier it'll be; you don't have to go much bigger than the 18-40mm before the lens starts to outweigh the S9, partially negating its compact design.

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Autofocus

The S9 features 779 autofocus points, along with several modes for choosing autofocus: pinpoint, one area, one area plus, zone, horizontal / vertical zone, full area and tracking.

To select where you want the camera to focus, you can either tap the touchscreen or use the four-way controller. By default, the four-way controller focus point select mode requires a button press before you can start moving the focus point.

Each subject detection mode also has its own part priority mode.

Like most modern cameras, the S9 features several subjects that it can automatically recognize. It also lets you pick which part of each subject you'd like to prioritize. Following the v1.1 firmware update, that list is:

• Humans (Eye/Face or Eye/Face/Body)
• Animal (Eye/Body or Body)
• Car (Driver/front priority or entire subject)
• Motorcycle (Helmet priority or entire subject)
• Train (Cab priority or First car)
• Airplane (Nose priority or airframe)

The S9 also does a good job of not overriding your tracking selection point if it recognizes a subject elsewhere in the frame.

All the subject recognition modes are also available when shooting video. As with many cameras, the regular autofocus tracking performance isn't as strong in video, but the subject recognition tracking is relatively dependable. It would occasionally have to hunt for focus in busy scenes, but such instances were rare.

When shooting photos, the S9 could keep a subject moving towards it at a predictable speed, in a straight line in focus at its 8fps 'high' speed during our continuous autofocus test.

1	2	3	4	5	6	7	8	9	10	11	12	13	14	15	16

Its performance in our more difficult autofocus tracking test wasn't as reliable. When asked to identify and stay on a subject moving across the frame and coming towards it at a varying speed, it sometimes struggled to keep him in focus. Like many cameras, it would do fine until the subject turned, slowing the speed with which the subject was moving toward the camera.

The issue appeared in both the regular tracking mode and when using subject detection, and the S9 was generally able to recover after two or three frames, suggesting the camera is able to recognize the subject it should be focusing on but is less good at measuring and predicting its distance. While this performance is far from terrible, it solidly places the S9's autofocus system in a tier behind the most capable systems from Sony, Nikon, or Canon.

Our everyday use of the camera outside of the test reinforces those results, but the main focusing pain point wasn't the system's accuracy; it was the ergonomics of picking a tracking point. Both methods – using the touchscreen or the four-way controller – require readjusting your grip and touching the camera, which can throw off your framing. Overall, we found it difficult to quickly select a focus point and get the framing we wanted, which hurt the experience of photographing quick-moving subjects.

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Video

The S9 can shoot open-gate in both 6K and 4K; the former is useful if you want maximum quality and flexibility to crop and reframe in traditional editing software, and the latter is useful if you plan on doing quick, simple crops on your phone. The goal is to make it easy to shoot a single video that can be output as vertical and landscape, though it can be difficult to frame a shot in a way that'll be sensible in both formats.

It can also shoot in standard UHD 4K, DCI 4K, and 1080p and has some more obscure options: 5.9K for maximum resolution but pre-cropped to 16:9 and a 4:3 '3.3K' mode that uses a 1.5x crop of the sensor and can be used for shooting with anamorphic lenses. You'll also run into that crop if you shoot above 30p in the 4K modes.

The S9 has several video-focused features: it has a resizable and movable waveform exposure monitor, a red border on the screen to act as a recording indicator, two levels of zebra patterns, the option to set shutter angle instead of speed and, as of the v1.1 update, multiple customizable frame guides to make it easier to compose for different aspect ratios.

You can have up to three frame guides, which you can move and scale, letting you understand how your framing will work for different output crops.

Perhaps the most important feature, especially for vloggers, is the quite capable in-body image stabilization. The stabilized sensor does a good job of smoothing out the shakes that come with shooting hand-held footage while still being reactive enough to let you intentionally move the camera without the sensor fighting you. We didn't run into much of the jerkiness or grab-and-release issues that can show up with less sophisticated stabilization systems.

If you need an even steadier shot, you can also activate 'Boost I.S.' mode, which is meant to mimic footage shot on a tripod, at the cost of giving you less freedom to move the camera – if you try to pan with Boost I.S. on, the aforementioned issues will start to show up. The S9 also has electronic image stabilization that can be layered on top of the physical stabilization and support for Panasonic's 'Dual I.S.' mode that syncs the IBIS with a lens' optical image stabilization to provide an even smoother shot.

One notable omission is the 3.5mm headphone jack. Thanks to the lack of audio monitoring, we had to re-shoot a few videos we filmed with the S9; while an audio meter appears on the display when you plug in an external microphone, it won't always tell the whole story, especially if the issue is interference or handling noise.

One last note for vloggers hoping to quickly capture footage from their lives: the S9 can occasionally take upwards of 4 seconds to boot up. Subsequent boot times are much lower, around a second, but it's worth being aware of if you need your camera to reliably start up in situations where two or three seconds could be the difference between getting a shot and missing it.

Video Quality

The standard 4K footage from the S9 has an acceptable level of detail, though it's far from the best we've seen. When shooting above 30fps in 4K, the camera uses a crop of the sensor, resulting in less detail and worse noise performance. This is something to keep in mind if you prefer to shoot at 60fps for slow-motion purposes or to achieve a hyper-real aesthetic.

Switching to 6K or the other >4K resolutions does provide a slight increase in detail, but most creators would likely best be served sticking to 4K rather than dealing with substantially larger files, especially if they plan on transferring the files to their phones. The exception is those who need the flexibility of the open gate aspect ratio in editing.

Rolling Shutter

It's not the worst rolling shutter performance we've seen, but it's definitely something to keep an eye out for.

Depending on what subjects you typically shoot, the S9's rolling shutter performance could be something to watch out for.

The camera's 4K 24p mode takes a little over 20ms to read out, which is towards the upper end of what we'd consider acceptable. There's a definite risk of you seeing the warping effects of rolling shutter at these speeds (though we didn't experience any jello-like interaction between this and the camera's stabilization movements).

The 6K and 3.8K open-gate modes take even longer, as they're reading more of the sensor's height at the same rate. This is no problem if you then crop a 16:9 region out of the footage, since there'll only be 22ms worth of change between the top and bottom of that crop, but any full-height, vertical 9:16 crops will have a higher risk of distortion, as they'll show the full 25ms.

LUTs

The S9 isn't the first time we've seen Panasonic's Real Time LUT system, but it obviously plays a big role on the camera, given the dedicated button for it. Essentially, it lets you shoot footage with a 'look' baked in; you can download new looks from Panasonic's Lumix Lab app or make your own.

If you're used to a LUT-based workflow where you apply a LUT to Log footage, there is one extra aspect to be aware of: Photo Styles. The S9's LUTs have a base Photo Style, which can be – but isn't necessarily – V-Log. Many of the new LUTs are built to be applied to other color modes, such as Standard or Portrait.

If you stick to using the Real Time LUT feature via the LUT button, it's not something you'll have to worry about; the camera automatically figures it out for you. However, it's something to be aware of if you're using the My Photo Style feature to apply two LUTs at once. It automatically sets the base color profile based on the LUT you put in the first slot, but if you inadvertently change the base Photo Style or your second LUT is meant to apply to a different Photo Style, you can end up with some strange results.

You can combine two LUTs in a custom Photo Style.

There is one quirk of the LUT button: it automatically switches to the Real Time LUT photo style, but you have to use the separate Photo Style menu to switch out of it if you want to return to one of the built-in color modes. It's navigable once you've figured out the hierarchy, but can take some getting used to.

The S9 also has a "Log View Assist" mode, which lets you shoot in VLog but use one of the LUTs for the preview on the display rather than baking it into the footage. That way, you don't have to guess how it'll look with the LUT applied in editing but aren't married to that particular look.

Overheating

The camera usually takes a few minutes to recover from overheating.

When it was first released, the S9 had aggressive record-time limits to prevent overheating. With the v1.1 update, Panasonic added a setting that lets you bypass them if you're okay with trading known software record limits for longer but more unpredictable thermal ones. During our testing, we found it was possible to get the S9 to overheat, but it was able to handle recording for far longer than the typical social media workflow requires.

If your shooting style involves recording relatively short clips with breaks in between, as is the case with many vloggers, you likely won't run into issues unless you're shooting outdoors in harsh conditions. The one time we ran into overheating issues during actual use was when shooting relatively long (4-6 minute) clips in direct sunlight with high ambient temperatures around 31°C (88°F). It must be said that the person shooting the clips also struggled in those conditions.

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Conclusion

By Mitchell Clark

When reviewing some cameras, it can be hard to tell where the line is between a stills camera that can also record video and a video camera that can also take stills. This has not been an issue with the S9. To put it bluntly, you will be disappointed if you buy this camera purely for photography – many people will probably be sad to hear that, given that its $1,499 price makes it one of the most inexpensive full-frame mirrorless cameras ever released, and its looks make it appealing.

That's not to say that you can't get good pictures out of the S9 because you can. If your goal is to separate yourself from the crowd on Instagram with image quality, the S9 is more than up to that task. However, if you're looking to get into photography as a hobby or already consider yourself a photographer and want a compact full-frame camera, it's worth looking for something that makes the experience more enjoyable. In the weeks I've been shooting pictures with the S9, I haven't reached a flow state with it where it felt like an extension of my hand; I had to stop and dive into menus or adjust my grip to change settings or focus.

In the weeks I've been shooting pictures with the S9, I haven't reached a flow state with it

I came closer to reaching that flow state when I stopped trying to use it as a photography tool and started using it to shoot videos with the intention of sharing them online. In the course of this review, I filmed part of a video review for the DPReview YouTube channel and almost a dozen videos for our Instagram page with it, and it fits well into that role. Its autofocus was mostly reliable, the video quality was more than sufficient for social media and even low-to-mid-range commercial work, and the ergonomics didn't matter once it was mounted to a tripod. When I took it off the tripod, the image stabilization was one of the better systems I've used.

I also appreciated that it was flexible enough for shoots where I was uploading straight to Instagram, and ones that had more extensive editing. That's clear from the differences in open-gate modes; the 4K one is good for quick phone-based edits and crops, and the 6K option provides wiggle-room for reframing in proper editing software even if you're delivering in 4K.

This came in use when shooting our video review of the S9, which you can watch below – it, like our first look video, was filmed entirely using an S9, which should give you some sense of how it performs.

Personally, I'm less enthused about the emphasis on LUTs. As I've said before, I suspect most people will find or develop one or two looks that they broadly stick with rather than picking a new LUT for each piece of content they're producing. If that's your workflow, though, the S9's LUT button makes it easy. However, I suspect many S9 owners will end up reprogramming it to do something else – even if they continue to use the Real-Time LUT feature to apply their signature look in-camera.

Outside of not being able to download MOV videos, Lumix Lab does a good job of streamlining the process of getting things off your camera and onto the Internet while still giving you the power to create and edit LUTs, apply them to ungraded images and videos, and make crops for different sites. However, it also didn't feel like the camera was useless without the app – if you wanted to use it more like a traditional camera that offloads footage to a computer, it's more than capable of that, too.

The microphone socket is so lonely without a headphone jack.

Some annoyances cropped up even when I was using the camera for its intended purpose. During my testing, the lack of a front tally light and a headphone jack occasionally led to me having to reshoot videos that I thought were in the bag, and rolling shutter performance could definitely be improved.

However, for most beginner creators, those will be caveats, not dealbreakers. If someone asked me what camera to buy to start a YouTube channel or to up their Instagram game, the S9 would definitely be on my list of recommended cameras.

Arguably, that could mean that it deserves a Silver award since it serves its niche well. The thing that keeps it from getting it, though, is that it's a bit of an unhappy medium competing for an audience that already has a lot of good choices: yes, it's really good for social media, but so are a lot of cameras that will also give you more room to grow as a photographer or videographer. And if you are really only going to be doing social media, you should think about saving some money and going with source / continue reading