Chinese sports camera maker Insta360 says price war with DJI is expanding the market

Insta360, which led the global 360-degree camera market with a 67 per cent share in 2023, slashes prices for its flagship X5 camera

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The Insta360 X5 action camera has had its price slashed to compete with DJI. Photo: Handout

Published: 9:00pm, 5 Nov 2025Updated: 11:23pm, 5 Nov 2025

Insta360, the Chinese rival of GoPro, said competition triggered by price cuts to its full-degree action cameras was attracting more customers, as it pushes further into the turf of drone giant DJI.

The price war with DJI, which moved into the 360-degree action camera field earlier this year, had “expanded the overall market”, and an increasing number of consumers were choosing Insta360 for its “unique strengths”, said Liang Jingkang, founder and chairman of Insta360.

“Despite the fierce price competition, the company still achieved over 90 per cent revenue growth in the third quarter,” Liang said in an online Q&A with investors on Monday.

Shenzhen-based Insta360, which led the global 360-degree camera market with a 67 per cent share in 2023, slashed prices for its flagship X5 camera after its crosstown rival DJI launched an 8K panoramic video camera, the Osmo 360, in July.

In October, DJI offered price cuts on a range of its products including action cameras and drones. Insta360 responded with cash coupons to attract DJI consumers while offering discounts on a wider range of gadgets.

Antigravity is Insta360’s drone brand. Photo: Handout

Insta360 is also making an aggressive move into the drone market, where DJI is estimated to hold a 70 per cent share globally.

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