DJI now sells more mirrorless handheld cameras than all CIPA members combined (i.e., Canon, Sony, Nikon, Panasonic, Fujifilm, and others). This is according to the latest figures from the market research firm IDC. The boom is largely driven by models such as the new DJI Osmo Pocket 4P, and if you include rival Insta360, nine out of ten handheld cameras shipped worldwide come from one of these two Chinese manufacturers.
In short:
- According to IDC, DJI will hold a 73 percent share of the global handheld camera market in the second quarter of 2026 (4.28 million units sold, +87% year-over-year)
- Insta360 follows with a 20 percent market share (1.15 million units)
- In 2025, DJI alone shipped over 10 million handheld cameras, more than all CIPA manufacturers combined (9.4 million, of which 6.3 million were mirrorless)
- Despite record sales, Insta360’s profits plummeted by 94 percent, while established manufacturers posted growing profits despite declining unit sales
- DJI’s current flagship is the new Osmo Pocket 4P, which competes with the Insta360 Luna Ultra
IDC figures in detail
IDC’s “Worldwide Handheld Smart Camera Tracker” for the second quarter of 2026 paints a clear picture: 5.88 million handheld cameras were shipped worldwide, a 57 percent increase over the previous year. Revenue rose by 50 percent to $2.34 billion. DJI alone accounts for a 73 percent market share, or 4.28 million units, representing 87 percent growth compared to the previous year. For gimbal-only cameras, which include the Osmo Pocket 4P, DJI’s share is as high as 60 percent.
Insta360 holds its ground as the second-largest provider with a 20 percent market share (1.15 million units, +40 percent) and particularly dominates the 360-degree camera segment with a 73 percent share. Together, these two Chinese companies account for 93 percent of all handheld cameras sold.
As reported by CineD, this trend continues to intensify year-over-year: In 2025, DJI shipped more than 10 million handheld cameras. By comparison, all CIPA members combined (including Canon, Sony, Nikon, Panasonic, Fujifilm, OM System, and Ricoh) shipped 9.4 million cameras during the same period, of which 6.3 million were mirrorless models. DJI thus sells more mirrorless cameras on its own than the entire traditional camera industry combined.
DJI vs. Insta360: Who Is Driving the Boom?
A look at the categories shows how differently the two market leaders are growing. Gimbal cameras, led by the Osmo Pocket series, grew by 87 percent to 2.80 million units. Action cameras grew by 47 percent to 2.55 million units, while the market for 360-degree cameras is growing significantly more slowly, at 530,000 units (+4 percent). As early as the first quarter of 2026, a previous IDC survey had attributed a 65 percent market share to DJI and a 22 percent share to Insta360. The trend has been clearly upward ever since.
The main loser in this development is GoPro: Shipments of action cameras from the U.S. manufacturer plummeted by 49 percent, and for 360-degree cameras, the drop was as steep as 61 percent. The industry is responding with price cuts of up to 17 percent, but has so far been unable to halt the downward trend.
The paradox: record sales, but lower profits
In terms of unit sales, the picture is clear. When it comes to profitability, however, the situation is different: According to figures cited by Notebookcheck, Insta360 recently suffered a 94 percent drop in profits, even though sales are rising. At the same time, several CIPA manufacturers are reporting growing profits despite declining unit sales. This may sound contradictory at first, but it makes sense when you look at the price segments: Mass-market products sell at lower margins, while professional system cameras remain a smaller but higher-margin segment. For buyers, this means more choice at lower entry-level prices in the handheld category.
The Osmo Pocket 4P: DJI’s Current Flagship
It’s no coincidence that the Osmo Pocket 4P, of all things, is currently the talk of the town: Unveiled in the summer of 2026, this compact camera directly challenges the Insta360 Luna Ultra with its dual-camera system and brings professional-grade technology in a pocket-sized package.
| Specifications | DJI Osmo Pocket 4P |
|---|---|
| Main Camera | 1-inch CMOS, wide-angle, f/2.0 |
| Telephoto Camera | 1/1.28-inch CMOS, 3x zoom, f/1.8 |
| Video | 4K/60 fps standard, 4K/240 fps (wide-angle) or 4K/200 fps (telephoto) in slow motion |
| Bitrate | up to 180 Mbit/s |
| Storage | 103 GB internal, microSD up to 1 TB |
| Display | 2.0 inches, 556 × 314 pixels, 1,000 nits |
| Weight | 230 g |
| Battery life | approx. 210 minutes (1080p/24 fps, lab test) |
| Price (Standard Combo) | Starting at approx. 599 euros, MSRP varies by retailer |
What does this mean for buyers?
For anyone currently considering a new camera, it’s clear: If you want to shoot high-quality video without any hassle, handheld gimbal cameras from DJI or Insta360 are often a better choice than traditional compact cameras. On the other hand, those who prioritize large sensors, interchangeable lenses, or traditional photography will continue to find suitable alternatives from manufacturers like Sony—which recently unveiled the A7R V—or in our list of the best compact cameras.
Conclusion
The IDC figures show in black and white that DJI and Insta360 dominate the portable camera market and have clearly outpaced traditional Japanese manufacturers in terms of unit sales. With devices like the Osmo Pocket 4P, DJI also proves that compact gimbal cameras and decent image quality don’t have to be mutually exclusive. Whether the sales boom will translate into stable profits in the long term is another question. Insta360’s latest figures, at least, raise doubts about this.
