China's Online Action Camera Sales Top 3.1 Million Units in H1 2026, Up 90%; DJI and Insta360 Take 97.9% of

In the first half of 2026, online sales of action cameras across all channels in China reached 3.119 million units, generating RMB 8.2 billion in revenue, with both figures growing more than 90% year on year. Market growth momentum is gradually shifting from professional outdoor filming to everyday short-video creation. The proliferation of short-video content, outdoor lifestyles and lightweight user-generated content, along with the expansion of scenarios such as camping, cycling, diving, urban travel photography and daily vlogging, is transforming action cameras from professional equipment for extreme sports into mainstream personal creative tools.

In terms of brand landscape, the market shows a clear trend of concentration among leading players. DJI and Insta360 together accounted for 89.4% of unit sales and 97.9% of revenue in the first half of 2026. DJI ranked first with a 74.0% share of online unit sales and an 80.9% share of revenue. Its Osmo Pocket series topped the gimbal camera segment in sales, while the Action series also led the wide-angle action camera market. Insta360 held a 15.4% share of overall online unit sales and a 17.0% share of revenue, with its traditional strength concentrated in the panoramic camera segment.

In the first half of 2026, Insta360 launched the Luna Ultra gimbal camera, formally entering the gimbal camera segment and establishing a dual product line of panoramic cameras and gimbal cameras. Apart from DJI and Insta360, other brands together accounted for roughly 10% of unit sales and 2% of revenue. Budget brands such as SJCAM and AKASO, along with others in the RMB 100-200 price range, rely mainly on overseas cross-border markets, and their shares in both domestic online and offline channels continue to shrink.