As U.S. blocks DJI, Insta360 races to win American creators

On a Saturday in September, a crowd gathered in New York City's Times Square to check out Insta360's compact cameras. Influencers arrived to showcase the products, while cyclists in yellow shirts advertised the brand. The Shenzhen-based company was launching its first U.S. flagship store, signaling a bold move into the American market. Max Richter, co-founder of Insta360, told Rest of World that the U.S. is a "super high potential" market, accounting for 30% to 40% of the company's revenue.

Insta360's optimism stands in stark contrast to DJI, the market leader in drones and handheld cameras. DJI holds a 73% share of global drone shipments and 20% of handheld smart camera sales. The U.S. government has imposed strict restrictions on DJI, labeling it as a potential national security risk. The Federal Communications Commission (FCC) has blocked the sale of new DJI drones and cameras in the country.

Insta360, founded in 2015, entered the drone market with its Antigravity brand in 2025, securing FCC approval for its A1 drone just before the rule went into effect. The company plans to manufacture the drone in the U.S. in the coming years. Michael Shabun, CEO of Antigravity, said the drone is targeted at consumers and content creators, with all U.S. data stored locally.

While the U.S. government continues to scrutinize Chinese tech firms, Chinese companies are eager to enter the American market. New York City has seen multiple Chinese brands open stores, including clothing brand Urban Revivo and bubble tea chain Mixue. DJI, despite its restrictions, still sells its existing products in the country. However, the 2024 National Defense Authorization Act barred the FCC from approving new DJI products, leaving the company's future uncertain.