GoPro, Inc.
GoPro, Inc. designs and sells action cameras, mounts and accessories, and related subscription and software services that help consumers capture and share immersive video. The company sells globally through retail partners, distributors, and its direct-to-consumer GoPro.com channel, with revenue increasingly tied to its hardware ecosystem and recurring services.
Fiscal year 2025 · change from previous year
Development 2020–2025
Business
Share of revenueAction cameras and related hardware sold for immersive capture beyond the phone.
Wearable and mountable accessories that expand camera use cases and attach rates.
Premium, Premium+, and Quik offerings that add recurring revenue and cloud/app features.
GoPro.com sales channel for hardware, subscriptions, and services sold directly to consumers.
Products
Reported · share of revenue- Hardware83.7 %
- Subscription and Services16.3 %
Source: 10-K FY2025, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.
Customers
GoPro sells primarily to consumers who want durable, wearable cameras for sports, travel, outdoor, and creator use cases. It also serves retailers, distributors, and specialty channel partners that stock GoPro products because the brand and product ecosystem drive consumer demand and repeat purchases.
Consumers purchasing cameras, accessories, and subscriptions on GoPro.com for convenience and bundled services.
Large national and regional retailers that buy hardware for resale because GoPro drives traffic and category demand.
Specialty stores focused on sports and activity capture that buy higher-end products for enthusiast customers.
Domestic and international distributors that resell GoPro hardware into local retail markets.
Strategy
GoPro is focused on extending its camera ecosystem beyond hardware by pairing new products with software, subscriptions, and cloud-based services. Management is also investing in its next-generation AI-driven GP3 system-on-chip to enable new camera categories, improve differentiation, and support a broader replacement cycle.
Fresh hardware drives upgrades, attracts new users, and supports attach rates for accessories.
Recurring services can reduce reliance on hardware cycles and improve customer lifetime value.
A new SoC could enable differentiated products and new camera categories over time.
Geography
Q1/2026GoPro sells products in over 100 countries, with revenue split across the Americas, EMEA, and APAC. In the latest quarter disclosed, the Americas accounted for 61.0% of revenue, EMEA 29.8%, and APAC 9.2%, showing a business that is still heavily exposed to the U.S. and Europe while relying on global retail and distributor reach.
Share of the revenue the company reports by geography.
Risks
GoPro faces intense competition from camera makers and diversified electronics companies with greater scale, broader product lines, and stronger distribution. The business is also highly dependent on brand strength, product launch execution, and consumer safety perceptions, while its global channel mix exposes it to tariff, inventory, and demand volatility.
- Supply chain and tariff pressureImpact: HighLikelihood: High
Hardware relies on contract manufacturing and global logistics, which can raise costs and disrupt availability.
Exposure: Manufacturing and distribution
- Intense competitive pressureImpact: HighLikelihood: Medium
Competitors have larger resources, broader portfolios, and faster product cycles that can erode share and pricing.
Exposure: Camera hardware and accessories
- Brand and reputation riskImpact: HighLikelihood: Medium
GoPro depends on its brand to drive demand, and defects, poor support, or negative publicity can quickly hurt sales.
Exposure: Consumer hardware and subscriptions
- Product safety and liability claimsImpact: MediumLikelihood: Medium
Users engage in active sports and outdoor activities, creating injury and litigation exposure.
Exposure: Consumer use cases
Accounting
Judgemental itemsHardware is recognized when control transfers, while subscriptions and services follow service delivery timing.
Impact: Affects revenue timing and mix between product and recurring revenue
Reported hardware revenue is net of returns and variable consideration.
Impact: Can create quarter-to-quarter volatility in net sales
New product launches and demand swings can require inventory write-downs.
Impact: Directly affects gross margin and operating results
Management tests goodwill annually and when market or industry conditions deteriorate.
Impact: Could create non-cash charges if fair value falls below carrying value
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Last updated: 24/09/2026