GoPro

Name

GoPro

Legal name

GoPro, Inc.

Website

https://gopro.com

Company type

Public

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Consumer Electronics — Action Cameras

NAICS

Audio and Video Equipment Manufacturing (33431)

SIC

Photographic Equipment & Supplies (3861), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Action Cameras & Rugged Cameras (CRACAPAC)

akta.pro secondary industries

Tripods, Mounts & Supports (Tripods, Monopods, Clamps, Action Mounts) (CRACAPAI), Fixed-Lens Cameras (Compact, Bridge & 360 Cameras) (CRACAPAB), Interchangeable-Lens Cameras (Mirrorless & DSLR) (CRACAPAA), Action Cameras & Adventure Imaging Retail (CRACAHAD), Video Camera & Production Gear Retail (Camcorders, Cinema Cameras, Rigs) (CRACAHAB)

Keywords

• Action cameras
• 360 cameras
• Cinematic cameras
• Cloud video subscriptions
• Camera accessories mounts

Headquarters

HQ city

San Mateo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Hardware Sales: Primary revenue stream from selling action cameras (HERO, HERO12, HERO13 Black), 360 cameras (MAX, MAX2), and cinema cameras (Mission 1 Series) along with bundled packages and accessories.
2. GoPro Subscription: Annual subscription service (Premium $59.99/yr, Premium+ $99.99/yr) providing unlimited cloud storage, auto-upload, highlight videos, guaranteed camera replacement, subscriber discounts on cameras (up to $100 off Mission 1) and up to 50% off accessories.
3. Accessories and Mounts: Sales of mounts, batteries, lens mods, cases, lighting, and other accessories. Subscribers receive up to 50% off accessories at GoPro.com.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

GoPro designs, manufactures, and sells rugged action cameras (HERO13 Black, HERO12 Black, HERO, LIT HERO), 360 cameras (MAX2, MAX), and compact cinematic cameras (MISSION 1 Series with 1-inch 50MP sensor and GP3 processor), along with a deep ecosystem of mounts, lens mods, batteries, microphones, gimbals, and accessories. Hardware is bundled with the GoPro Subscription cloud service (Quik app, unlimited cloud storage, auto highlight videos, replacement guarantee), targeting action sports enthusiasts, content creators, and professional filmmakers.

Product overview

GoPro offers a diversified portfolio of action cameras, 360 cameras, and cinematic cameras alongside a software ecosystem. The camera lineup includes the MISSION 1 Series (professional compact cinema cameras with 1-inch sensors and interchangeable lenses), HERO13 Black (flagship action camera with modular HB-Series Lenses), HERO12 Black (performance action camera), HERO (entry-level 4K camera), LIT HERO (compact camera with built-in light), MAX2 (8K 360 camera with replaceable lenses), and MAX (5.6K 360 camera). The software ecosystem comprises the Quik App for mobile/desktop editing with AI-powered auto highlights and 360 reframing, GoPro Player for desktop playback, GoPro Subscription (cloud storage and camera replacement), Open GoPro developer API, and GoPro Labs (advanced programmable firmware). Accessories include HB-Series Lenses, Enduro batteries, Wireless Mic System, Fluid Pro AI gimbal, and various mounts.

Differentiator

Problem solved

Functional benefit

Brands

• MISSION 1 Series: Compact cinematic 8K camera system for filmmakers and creators, featuring 1-inch sensors and GP3 processor
• MAX2
• HERO13 Black
• LIT HERO
• Quik
• GoPro Escapes

Products and services

• MISSION 1 Series Professional compact cinematic camera line with 1-inch 50MP sensor, GP3 processor, 8K30 video, 4K120 capture, and interchangeable Micro Four Thirds lens support (Mission 1 Pro ILS). Targeted at filmmakers and content creators needing cinema-grade footage in a rugged, compact body.
• HERO13 Black Flagship action camera featuring HB-Series Lenses with auto-detect, 5.3K60/4K120 video, 1900mAh Enduro Battery delivering 2.5+ hours of recording, HyperSmooth 6.0 stabilization, waterproof to 33ft, and GPS telemetry overlay.
• HERO12 Black Action camera with 5.3K60 video, HyperSmooth 6.0 in-camera stabilization (Emmy Award-winning), HDR support, Max Lens Mod 2.0 compatibility, and 2x longer runtimes than previous generation.
• HERO Entry-level waterproof 4K camera and GoPro's smallest model at 86g, featuring 4K30 video, 2.7K60 slow-mo, built-in Enduro battery technology, and compatibility with 35+ mounts.
• LIT HERO Compact pocketable 4K action camera with a built-in LED light (three brightness levels), magnetic mounting, waterproof to 16ft, 4K60 video with 2x slow-mo, and simplified controls for casual users.
• MAX2 True 8K 360 camera with replaceable glass lenses, 10-bit color with GP-Log encoding, 300Mbps bitrate, Max HyperSmooth stabilization, 6-microphone array for immersive audio, waterproof to 16ft, and cloud-based reframing tools.
• MAX 360 camera with 5.6K video, Max HyperSmooth stabilization, 6-microphone array for immersive audio, 16.6MP 360 photos, 1/4-20 mounting threads, and dual-lens capture with Reframe editing capabilities.
• Quik App Free mobile and desktop video editing app (iOS, Android, Mac, Windows, Apple TV) featuring automatic highlight video generation, cloud-based editing, 360 footage reframing, CameraFX effects, MotionFrame, Keyframes, and Auto-Sync edits to music.
• GoPro Player Desktop and Apple TV application for playing, trimming, and exporting GoPro footage with HyperSmooth Pro stabilization and 360 reframing capabilities.
• GoPro Subscription Annual subscription service offering unlimited cloud storage for GoPro footage, automatic highlight videos, guaranteed camera replacement (up to 2 per year), up to 50% off accessories, up to $150 off two cameras, live streaming, and transfer/gift capabilities. Tiers include Premium ($59.99/yr) and Premium+ ($99.99/yr with 500GB cloud storage for non-GoPro footage).
• GoPro Webcam Utility software that turns a GoPro camera into a 1080p webcam for Mac and Windows computers.
• Open GoPro Developer program providing open-source API/SDK (Python) documentation enabling third-party integration of GoPro cameras, allowing camera control and settings modification at no cost and without application requirements.
• GoPro Labs Advanced firmware program delivering 300+ programmable features and controls for power users, including sensor-triggered capture and customizable workflows for advanced GoPro camera use.
• GoPro Escapes Booking platform for creator-led group dive travel experiences run in partnership with Dive with Buddy Inc., featuring multi-day trips hosted by GoPro Athletes across Cozumel, Hawaii, Fiji, Raja Ampat, the Maldives, and Malaysia.
• HB-Series Lens Collection Interchangeable lens system for HERO13 Black, including Macro Lens Mod (4x closer focus), Ultra Wide Lens Mod (177° FOV), ND Filter 4-Pack (ND8/ND16/ND32/ND64), and Anamorphic Lens Mod (21:9 cinematic ratio), with auto-detect functionality.
• Enduro 2 Battery High-capacity 2150mAh replacement battery for MISSION 1 Series and HERO13 Black cameras, providing improved efficiency, longer runtimes, and fast charging support.
• Wireless Mic System Wireless microphone system including transmitters, receivers, and charging case, designed for professional audio capture with GoPro cameras.
• Fluid Pro AI Gimbal Multi-device gimbal stabilizer with AI-powered subject tracking, designed for smooth video capture with cameras and smartphones.

Quantifiable outcome

• GoPro cameras won three top industry awards at NAB Show 2026: RedShark Best in Show, ProductionHUB Award of Excellence, and CineD Best-of-Show in Camera Category
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered strategic, core and minor.

• Red Bull AthletesstrategicGTM or Marketing Partner · 15 June 2026ASUS ProArt showcase featuring Red Bull athlete Dani Román filming in Namibia, highlighting rugged creative workstation capabilities integrated with GoPro hardware.
• Yamaha Champions Riding SchoolstrategicGTM or Marketing Partner · 9 June 2026Multi-year partnership naming GoPro the official camera of ChampSchool. Cameras integrated into training curriculum as precision analysis tools. Provides GoPro exposure across ChampSchool's media ecosystem generating approximately 29 million social impressions and over 2 million YouTube views annually.
• Dive with BuddystrategicStrategic or Co-development Partner · 26 May 2026Launched GoPro Escapes booking platform for exclusive, creator-led group dive travel experiences. Available at BookWithBuddy.com and Buddy mobile app. Multi-day trips hosted by GoPro Athletes in destinations including Cozumel, Hawaii, Fiji, Raja Ampat, Maldives, and Malaysia.
• Oliver WymanstrategicImplementation/ SI/ Consulting Partner · 13 May 2026Management consulting firm engaged to explore defense and aerospace market opportunities, analyzing addressable segments, technology synergies, and go-to-market strategies. Project examines product applications meeting performance, durability, and compliance requirements.
• ASUScoreStrategic or Co-development Partner · 12 May 2026ASUS ProArt PX13 GoPro Edition laptop - a compact convertible designed for adventure creators, featuring AMD Ryzen AI Max+ 395 processor, up to 128GB unified memory, deeply integrated GoPro workflow tools including a dedicated GoPro Hotkey and StoryCube app with cloud integration. Includes 12-month complimentary GoPro Premium+ subscription.
• Forcite Helmet SystemsstrategicStrategic or Co-development Partner · 26 February 2024Acquisition completed for $14 million. Sydney-based developer of smart, tech-enabled motorbike helmets. Deal aimed at accelerating Forcite's vision of enhancing rider safety and expanding into different helmet categories.
• AdobecoreTechnology or IntegrationGoPro Reframe plugin for Adobe Premiere Pro and Adobe After Effects enables seamless importing and reframing of GoPro footage. Partnership validated in ASUS ProArt ecosystem for professional color-accurate HDR workflows.
• NVIDIAcoreTechnology or IntegrationNVIDIA GPU acceleration for GoPro video processing and Quik app editing. Partnership highlighted in ASUS ProArt ecosystem for AI-powered creative workflows.
• National Investigation Agency (NIA) of IndiaminorOthersNIA traced GoPro camera recovered from terrorists involved in Pahalgam attack through Chinese supply chain. Not a commercial partnership but a supply chain investigation.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DJI: DJI is the dominant global action camera and drone competitor (Osmo Action line) and held the majority of the 87% smart camera share captured with Insta360 in Q1 2026. It is the most direct threat to GoPro's core action camera franchise, with comparable or superior stabilization and aggressive pricing.
• Insta360: Insta360 is a direct 360-degree and action camera competitor whose X and GO series compete head-to-head with GoPro's MAX2 and HERO lines. Together with DJI it captured 87% of the global smart camera market in Q1 2026, making it the second pillar of competitive pressure on GoPro's core.
• Garmin: Garmin competes in the action camera market with the VIRB line and shares GoPro's overlap with action sports, outdoor, and motorsports customer segments. Garmin's strength in GPS, navigation, and wearables gives it differentiated bundles for the same persona GoPro targets.
• RED Digital Cinema: RED is a direct competitor in the high-end compact cinema camera market, now owned by Nikon. Its KOMODO and V-RAPTOR lines define the premium tier that GoPro's MISSION 1 Pro ILS must displace to gain share in the professional cinema segment.

Broad incumbents

• Sony: Sony is a broad incumbent with the RX0 action camera line and the Alpha mirrorless/ cinema camera franchise that competes with GoPro's MISSION 1 Series. Sony's deep sensor technology, color science, and professional customer relationships make it the most credible competitor as GoPro moves upmarket into cinema.
• Blackmagic Design: Blackmagic Design is the dominant disruptive incumbent in the professional cinema and broadcast camera market with the Pocket Cinema Camera line. It is the primary professional competitor to GoPro's MISSION 1 Series, offering mature RAW workflows at aggressive price points.
• Canon: Canon competes with GoPro's MISSION 1 cinema line through its Cinema EOS, EOS R, and compact PowerShot lines. Canon's dominant position in professional and prosumer imaging means it benefits from any displacement of traditional cinema incumbents that GoPro is attempting to disrupt.
• Apple: Apple is a broad incumbent whose iPhone Pro lineup (with Action Mode, ProRes, and 4K/120p) and ecosystem (iCloud, Final Cut Pro) structurally substitutes for GoPro's consumer and prosumer cameras. It is the primary reason the action camera category is shrinking at the consumer end.

Emerging players

• Akaso: Akaso is a value-tier action camera brand targeting the same consumer action-sports segment as GoPro at significantly lower price points. It pressures GoPro's entry-level SKUs and LIT HERO positioning through aggressive online pricing and Amazon distribution.

Others

• Forcite Helmet Systems: Forcite is a wholly-owned GoPro subsidiary (acquired Feb 2024 for $14M) developing smart motorcycle helmets. It is an adjacent/owned technology extension into the motorsports helmet category that GoPro's ChampSchool partnership is built around.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/GoPro
• YouTubeyoutube.com/user/GoPro
• Facebookfacebook.com/gopro
• LinkedInlinkedin.com/company/gopro_3
• Instagraminstagram.com/gopro

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds9 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GoPro