GoPro no longer leads the market it invented

Despite the widespread availability of smartphones capable of recording high resolution video, the market for compact and specialized cameras continues to grow. According to data from the analytical firm IDC reported by the South China Morning Post, global sales of these devices increased by 20 percent during the first quarter of the year compared to the previous year. Shipments from manufacturing companies exceeded four million units.

Until 2023, the American company GoPro dominated this sector. GoPro originally popularized the concept of wearable cameras designed for hands free recording, starting with a waterproof film model in 2004. Over the last three years, the market share controlled by GoPro dropped from 75 percent to approximately 6 percent. It has been replaced by two Chinese brands, DJI and Insta360. Together, these two companies now control 87 percent of the market. DJI alone accounts for more than half of total global sales.

The decline of GoPro is accompanied by severe financial difficulties. In June, the consulting firm PwC raised serious concerns regarding the ability of the company to continue its operations, citing operating losses and negative cash flows. Furthermore, in April, GoPro announced the dismissal of 23 percent of its employees. This followed a previous workforce reduction of nearly 20 percent during 2024.

The success of Chinese companies is largely attributed to their direct control over local supply chains. This allows them to customize components at competitive prices. The shift is not solely based on offering cheaper products. Certain GoPro models, such as the HERO13, are priced similarly or lower than competitors like the DJI Osmo Action 6. Instead, DJI and Insta360 have invested heavily in research and development. They equipped their devices with advanced sensors and chips to close the technological gap. Technology review websites such as TechRadar, Gizmodo, and The Verge confirmed that recent devices like the DJI Osmo Action 5 Pro offer superior battery life and better waterproofing compared to GoPro alternatives.

DJI and Insta360 adopted an active market strategy by releasing numerous new products each year. GoPro maintained a much slower release cycle. For example, in the 360 degree camera niche, GoPro introduced its first device in 2017 but was quickly surpassed by Insta360. Market data from the Japanese agency BCN shows that DJI and Insta360 controlled 78 percent of the local action camera market in 2025, leaving GoPro with 18.9 percent. In the 360 degree segment, Insta360 holds nearly 60 percent of the market compared to 10 percent for GoPro.

The current difficulties are also linked to past strategic errors. In 2015, the GoPro Session compact camera failed due to high pricing. In 2016, the Karma drone experienced critical technical failures during flight. These issues forced GoPro to exit the highly competitive drone market entirely, a sector already dominated by DJI.

The rise of these Chinese brands has led to several legal and political disputes. In 2024, GoPro sued Insta360 for patent infringement. The International Trade Commission ruled in favor of GoPro on only one design patent while rejecting claims regarding internal technologies like image stabilization. Consequently, Insta360 can continue selling most of its cameras in the United States. In December, the Federal Communications Commission placed DJI on a list of technological companies considered a national security risk. This measure bans the import and sale of new DJI drones in the US but does not affect existing drones or DJI cameras. Finally, in June, DJI and Insta360 sued each other over design similarities between the Insta360 Luna and the DJI Osmo Pocket 3.

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