GoPro’s dominance of the action camera market is continuing to erode as Chinese rivals DJI and Insta360 surge ahead with more advanced products and innovation, putting the once-pioneering US brand under even greater financial pressure.

The company recently confirmed it is reviewing strategic options, including a possible sale or merger, after reporting its third consecutive annual loss.

GoPro posted a US$93.5 million loss for the year ending December 2025, while annual revenue fell 19% to US$652 million – less than half the level achieved during its 2015 peak.

The latest developments follow earlier reports that GoPro had received multiple unsolicited takeover approaches as investors assessed the value of the company’s imaging technology and intellectual property.

The pressure on GoPro intensified earlier this year when the company moved to cut almost a quarter of its workforce amid rising competition from DJI and Insta360.

It’s understood the company is struggling to compete against Chinese manufacturers that are rapidly outperforming GoPro on both technology and product development cycles.

According to IDC, DJI controlled 62% of the global handheld smart camera market in 2025, while Insta360 maker Arashi Vision captured 20%. GoPro shipments reportedly fell 26% during the same period.

DJI and Insta360 have moved faster in addressing issues that have long frustrated GoPro users, including overheating and poor low-light performance.

DJI Mavic 4 Pro

DJI has also leveraged imaging technology from Swedish camera maker Hasselblad (pictured), while Insta360 has partnered with Leica to improve image quality across its range.

Competition between the two Chinese companies is intensifying, particularly in 360-degree and stabilised gimbal cameras, segments once viewed as key growth opportunities for GoPro.

Meanwhile, GoPro is attempting a comeback with plans to release new cameras featuring larger sensors and improved heat management later this year.

But with DJI and Insta360 continuing to expand aggressively, GoPro may struggle to regain relevance in a market it originally created.