The immersive imaging market is witnessing a fascinating duel between two Chinese powerhouses: Insta360, renowned for its cutting-edge 360° cameras, and DJI, the world’s foremost drone manufacturer. Recent strategic moves by both companies signal an expansion beyond their traditional domains—Insta360 is venturing into drones, while DJI is entering the 360° camera arena. This blog explores their respective initiatives, compares their approaches, and assesses how this rivalry could reshape the landscape of aerial and immersive content creation.
Insta360’s Drone Ambitions
On July 23, 2025, Insta360 revealed to investors that it has “launched the layout of the drone business” and plans to introduce drones under two distinct brands: its own and a new third-party incubated brand 36氪. Shortly thereafter, on July 28, the company officially announced Antigravity, a standalone drone brand incubated in collaboration with third parties Insta360. Key highlights of Antigravity include:
- 360° Immersive Capture: Lightweight sub-249 g drones capable of recording 8K 360° video, enabling creators to reframe and edit shots post-flight.
- User-Friendly Design: Intuitive controls aimed at beginners, reducing the barrier to aerial filmmaking.
- Innovative Category: Rather than incremental upgrades, Antigravity aspires to pioneer a new “360 drone” segment, blending Insta360’s imaging prowess with novel flight mechanics.
By leveraging its expertise in 360° imaging and user-centric software, Insta360 seeks to democratize drone photography, positioning Antigravity as a creative tool rather than a technical gadget.
DJI’s Foray into 360° Cameras
Traditionally focused on drones, DJI turned the tables on July 31, 2025, by unveiling the Osmo 360, its first dedicated 360° action camera Tom’s Guide. Although not yet U.S.-available due to tariffs, the Osmo 360 boasts:
- Dual HDR Sensors: Two 1/1.1-inch square sensors delivering 8K video at 50 fps and superior low-light performance.
- Versatile Shooting Modes: Single-lens capture up to 5K/60 p and a wide f/1.9 aperture.
- Extended Battery Life: Approximately 110 minutes at 8K/30 p—more than double Insta360’s flagship X5 runtime.
- Seamless Ecosystem Integration: Compatibility with Osmo Action 5 Pro batteries and wireless microphones, enhancing accessory synergy.
DJI’s entry disrupts the 360° camera market by leveraging its hardware reliability and ecosystem, signaling a broader vision: to one day integrate the Osmo 360 module into upcoming drone platforms.
Head-to-Head Comparison
| Feature | Insta360 Antigravity | DJI Osmo 360 |
|---|---|---|
| Core Competency | 360° imaging, AI-powered software | Drone engineering, stabilization algorithms |
| Primary Product | Dedicated 360° drones (8K capture) | Standalone 360° action camera (8K/50 fps) |
| Target Audience | Aspiring creators, social media enthusiasts | Action camera users, prosumers |
| User Experience | Intuitive flight controls, post-capture reframing | Simplified shooting modes, robust stabilization |
| Ecosystem Integration | New brand, separate from Insta360 cameras | Compatible with existing Osmo batteries & mics |
| Release Timeline | First drone expected August 2025 | Global launch July 31, 2025 |
Market Implications
- Diversification vs. Consolidation
- Insta360 diversifies by adding hardware complexity (drones) to its software-driven offerings.
- DJI consolidates its drone dominance by expanding into 360° imaging, reinforcing its ecosystem lock-in.
- Innovation Catalyst
- The competition will likely accelerate feature development—battery improvements, AI-driven stabilization, and creative software tools.
- Regulatory & Tariff Challenges
- U.S. tariffs on Chinese drones may delay Antigravity’s entry, while DJI’s Osmo 360 faces similar hurdles. Both will need strategic partnerships or local manufacturing to mitigate these barriers.
- Brand Loyalties & Ecosystems
- Enthusiasts already invested in Insta360’s app and editing suite might prefer Antigravity for seamless workflow continuity. Conversely, DJI pilots could adopt the Osmo 360 for aerial multicamera rigs, deepening DJI’s ecosystem appeal.
Conclusion
Insta360’s bold step into drones and DJI’s calculated leap into 360° cameras mark a convergence of two complementary technologies: immersive imaging and aerial mobility. As each company leverages its strengths—Insta360’s software and AI prowess versus DJI’s hardware mastery—their rivalry promises richer, more accessible tools for content creators worldwide. The ultimate winner? Consumers, who stand to gain unprecedented creative freedom in capturing and sharing the world from every angle.
Top AI Product 
Leave a comment