Insta360 vs Sony:Which is more popular?
In September 2026, Insta360 had more branded searches than Sony among camera brands in Australia. Insta360 had about 49,500 branded searches, while Sony had 9,900. Insta360 made up 29.1% of all camera brand searches we track, and Sony accounted for 5.8%. When we asked ChatGPT and Google AI Overviews about camera brands, Sony appeared in four of the five answers and Insta360 in one. Sony was mentioned before Insta360 in four out of five answers.
Who do people search for more?
Insta360, about 5 searches for every 1 for Sony
Who does AI mention more?
Sony, mentioned in 4 of 5 answers, Insta360 in 1
Who does AI recommend more?
Sony, named ahead of Insta360 in 4 of 5 answers
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Top camera brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sony was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Insta360 was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Sony was listed before Insta360 in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Canon4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Sony4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Fujifilm3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Nikon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
GoPro1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Insta3601 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DJI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
OM System0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Panasonic Lumix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about camera brands
5 answers
Asked ChatGPT
“What's the best camera to buy in Australia?”
Asked ChatGPT
“Which action camera is best?”
Asked ChatGPT
“What's the best camera for beginners?”
Searched Google, AI Overview
“cameras”
Searched Google, AI Overview
“best camera”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Insta360 or Sony more popular in search?
This chart shows how often people search Google for Insta360 and Sony by name. Each line represents a brand's share of searches for all nine camera brands we track, month by month, from searches in Australia.
Share of searches by month for Insta360, Sony. The figures are in the table below the chart.
View monthly share of searches table
| Month | GoPro | Insta360 | Canon | DJI | Sony | Fujifilm | Nikon | OM System | Panasonic Lumix |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.3% | 27% | 9.9% | 6.6% | 6.6% | 4.4% | 2.9% | 0.67% | 1.6% |
| Nov 2025 | 37.9% | 31% | 9.3% | 6.2% | 6.2% | 5.1% | 2.3% | 0.51% | 1.5% |
| Dec 2025 | 38.3% | 31.3% | 9.4% | 6.3% | 6.3% | 4.2% | 2.3% | 0.52% | 1.5% |
| Jan 2026 | 37.6% | 30.8% | 9.2% | 6.2% | 6.2% | 5% | 2.7% | 0.81% | 1.5% |
| Feb 2026 | 35.6% | 29.1% | 10.6% | 7.1% | 7.1% | 4.7% | 3.2% | 0.88% | 1.7% |
| Mar 2026 | 32.5% | 32.5% | 9.7% | 6.5% | 7.9% | 5.3% | 2.9% | 0.8% | 1.9% |
| Apr 2026 | 34.3% | 34.3% | 8.4% | 6.9% | 6.9% | 4.6% | 2.5% | 0.69% | 1.7% |
| May 2026 | 35% | 28.6% | 10.5% | 8.6% | 7% | 4.7% | 3.1% | 0.92% | 1.7% |
| Jun 2026 | 32.8% | 32.8% | 9.8% | 8% | 6.6% | 5.4% | 2.4% | 0.66% | 1.6% |
| Jul 2026 | 31.7% | 31.7% | 9.5% | 9.5% | 7.8% | 5.2% | 2.3% | 0.83% | 1.5% |
| Aug 2026 | 28.9% | 35.3% | 10.6% | 8.6% | 7.1% | 4.7% | 2.6% | 0.93% | 1.4% |
| Sep 2026 | 35.6% | 29.1% | 10.6% | 8.7% | 5.8% | 4.8% | 2.6% | 1.4% | 1.4% |
How has the Insta360 and Sony comparison changed over the last 12 months?
3 findings
- Insta360 was ahead of Sony in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Insta360’s share of searches among camera brands in Australia moved from 27% to 29.1%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
- Across the 12 months ending September 2026, Sony’s share of searches among camera brands in Australia moved from 6.6% to 5.8%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for Australia camera brands in September 2026?
3 changes
In September 2026, GoPro overtook Insta360 to become the leader among camera brands in Australia, with 35.6% of the searches.
In September 2026, Insta360 lost share of searches among camera brands in Australia, from 35.3% to 29.1%.
In September 2026, Sony lost share of searches among camera brands in Australia, from 7.1% to 5.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Insta360’s and Sony’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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