Insta360, which controls 73% of the global 360-degree camera market, is expanding beyond its core products as it approaches its 10 millionth camera sale. The company is developing mirrorless cameras and exploring smart glasses designed primarily for convenient, high-quality image capture, rather than artificial-intelligence assistants or replacing smartphones. It hopes to become a major imaging or technology company capable of challenging established brands such as Canon, Sony, Nikon and Fujifilm.

The expansion reflects Insta360’s broader competition with DJI across drones, gimbals and action cameras. IDC estimates Insta360 holds 20% of the worldwide handheld smart-camera market, compared with DJI’s 73%, but its share is stronger in particular segments: 43% of detachable action cameras, 17% of non-detachable GoPro-style cameras and 6% of gimballed cameras. The company has also spent $298 million on memory chips, while GoPro’s shipments fell by half to 200,000 cameras in the second quarter of 2026.