Mobile phones and tons of accessible apps have made 360 panorama photographs commonly available to the general public. And for the last few years tech companies like Ricoh and Kodak have been delving into the foray, taking the concept one step further and introducing the same principle to video.

With indie initiatives like Bubl and Giroptic introducing new ideas and advancements into the field, (and collecting millions of dollars through kickstarter) 360-degree video seems to be a reality that’s gaining some traction, more so after Google has just confirmed that YouTube will add native support for 360-degree video uploads and playback into its site.

That means a whole new world of possibilities for the surveillance, sports, real estate, industrial visualization, traveling and entertainment industries. YouTube fans will soon be able to immerse themselves in videos that go all the way round.

The market already has a lengthy menu of options for those interested in producing such kind of content. Cameras like the Bublcam, the Ricoh Theta, Giroptic 360cam, the Kodak SP360, or the VSN V.360 are among the first wave of devices that provide the means to create and share a new form of content that promises to be as immersive as you can get.

Albeit this type of technology still being in its early stages of adoption, and Google’s statement almost sounding like just a vision, the fact is they are not the forerunners in 360-degree video streaming. Samsung announced a few months ago it’s Milk VR service, a platform that offers to users 1 to 10 minute full 360-degree videos to be experienced through Samsung’s proprietary Gear VR headset.

It still is to be seen if Google’s own alternative, the Google cardboard headset in pairing with YouTube could become a viable competition. With the Samsung headset selling at $200 Google is, at least cost-wise, a very interesting option.