GoPro up for sale: The twilight of the former king of action cameras

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GoPro, once a giant in the action camera industry, is approaching a turning point in its destiny.

According to Reuters, GoPro recently announced that its board of directors has authorized the initiation of a strategic options review, with possible options including the sale of the company or a merger with another firm.

This is a last resort for a company that once defined the action camera category, as it searches for new direction amid stalled growth, widening losses, and intensifying competition.

In an era when smartphones had not yet fully dominated imaging, GoPro nearly defined the styles of extreme sports, outdoor travel, and Vlog video expression with its miniaturization, durability, and first-person perspective shooting experience.

But as competition has intensified, it has become increasingly difficult to convert this brand aura into continuous growth.

In recent years, DJI has successively launched action imaging products such as the Osmo Action series, and has created an integrated imaging ecosystem with devices like the Pocket and DJI Mic for shooting, stabilization, and sound recording; Insta360, on the other hand, has promoted to the market capabilities like "shoot first, compose later," AI editing, and social output through its Insta360 X series panoramic cameras and Ace series action cameras.

In the past, GoPro defined the action camera, but today users want more than just "a camera that can shoot extreme sports"; they also want a complete set of lighter, smarter, and more user-friendly imaging solutions.

This has brought even more pressure to GoPro.

GoPro's revenue fell from 8.334 billion yuan in 2019 to 4.58 billion yuan in 2025, which is less than half of that of Insta360, and it still has not escaped losses.

In the past few years, GoPro has attempted to cushion the hardware cycle with subscription services, but this business has not truly supported a second growth curve.

However, for a company that once had strong brand awareness and technical accumulation, a sale or merger does not necessarily mean total failure.

According to other foreign media reports, GoPro received several unsolicited strategic inquiries after exploring opportunities in the defense and aerospace markets.

This means potential buyers are not only from traditional consumer electronics or imaging industries, but possibly also from technology, industrial, or even defense-related companies that value its miniaturized imaging technology, brand assets, and manufacturing capabilities.

This adds a new dimension to the imagination of a GoPro "sale": if acquired by an imaging giant, it could become a missing piece in the action imaging product line; if bought by a technology platform or hardware ecosystem company, GoPro's brand and user assets might be reincorporated into the content creation ecosystem; if finally combined with a defense or aerospace-related buyer, its value could shift from consumer-grade cameras to more professional industrial imaging applications.

Who will take over GoPro is attracting attention.

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