Brandwave

Insta360 vs Sony:Which is more popular?

In September 2026, Sony had more branded searches than Insta360 among camera brands in New Zealand. Sony had about 17,400 branded searches, while Insta360 had 9,030. Sony made up 29.7% of all camera brand searches we track, and Insta360 accounted for 15.4%. When we asked ChatGPT and Google AI Overviews about camera brands, Sony appeared in four of the five answers and Insta360 in none.

Among camera brands in New Zealand in September 2026

Who do people search for more?

Sony, about 93% more searches than Insta360

Sony 17.4K searchesInsta360 9K searches

Who does AI mention more?

Sony, mentioned in 4 of 5 answers, Insta360 in 0

Sony in 4 of 5Insta360 in 0 of 5

Who does AI recommend more?

Sony, the only one of the two named

Sony first in 4Insta360 never named

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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 all three ChatGPT answers and in one of the two Google AI Overviews. Insta360 did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Canon1st
  2. Sony2nd
  3. Nikon3rd
  4. Fujifilm4th
  5. OM System5th
  6. Panasonic Lumix6th
  7. GoPro–
  8. Insta360–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Canon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fujifilm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nikon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • OM System3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Panasonic Lumix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GoPro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Insta3600 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camera brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 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 eight camera brands we track, month by month, from searches in New Zealand.

Insta360 and Sony among camera brands in New Zealand, by month

Share of searches by month for Sony, Insta360. The figures are in the table below the chart.

View monthly share of searches table
MonthSonyGoProInsta360CanonFujifilmNikonPanasonic LumixOM System
Oct 202529%22.8%13.5%14.1%11.4%6.3%2%0.88%
Nov 202531.5%22.5%13.6%12.8%11.9%5.3%1.8%0.83%
Dec 202529.7%22.7%13.7%13.2%12.2%5.5%1.9%0.91%
Jan 202626.4%22.3%16.3%14.3%11.6%6.1%1.9%1.1%
Feb 202627.9%21.8%15.5%14.5%10.7%6.4%2.1%1.1%
Mar 202629%20.4%14.8%15%11.4%6.4%2.1%0.97%
Apr 202628.3%19.7%17.3%13.3%11.4%6.7%2.4%1%
May 202629.1%18.8%16.9%14.4%11.3%6.1%2.3%1%
Jun 202629.6%19.2%17.4%13.7%11.4%5.7%2%1.1%
Jul 202629.6%19%16.9%13.8%11.6%5.8%2.2%1.1%
Aug 202626.1%18.1%19.3%14.7%12.5%5.9%2.3%1%
Sep 202629.7%20.1%15.4%13.3%12.2%6.1%2.1%1.1%

How has the Insta360 and Sony comparison changed over the last 12 months?

3 findings
  • Sony was ahead of Insta360 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 New Zealand moved from 13.5% to 15.4%, and its estimated monthly branded searches moved from 7.2K to 9K.
  • Across the 12 months ending September 2026, Sony’s share of searches among camera brands in New Zealand moved from 29% to 29.7%, and its estimated monthly branded searches moved from 15.6K to 17.4K.

How did search popularity change for New Zealand camera brands in September 2026?

3 changes

  1. In September 2026, GoPro overtook Insta360 to rank 2nd among camera brands in New Zealand, with 20.1% of the searches.

  2. In September 2026, Sony gained share of searches among camera brands in New Zealand, from 26.1% to 29.7%.

  3. In September 2026, Insta360 lost share of searches among camera brands in New Zealand, from 19.3% to 15.4%.

How are branded searches counted?

22 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.

Insta360

14 branded search terms

  • insta360
  • insta360 360 camera
  • insta360 action camera
  • insta360 camera
  • insta360 lens
  • insta360 link
  • insta360 microphone
  • insta360 mirrorless
  • insta360 nano
  • insta360 one rs
  • insta360 one x
  • insta360 pro
  • insta360 tripod
  • insta360 web cam

Sony

8 branded search terms

  • sony
  • sony camara
  • sony cyber shot
  • sony lens
  • sony mirrorless
  • sony wh 1000xm4
  • sony wh 1000xm5
  • sony wh 1000xm6

How the Brand Demand Index is measured

Other head-to-heads among camera brands

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