If you’re wondering what the current state of the action camera market is, then the latest data from BCN Japan is a good indicator, and they’ve shared data for sales in 2025. Looking specifically at the action camera market, DJI is winning with a 40.1% market share, followed by Insta360 (Arashi Vision) with 37.9%, with GoPro in a distant third place taking an 18.9% percentage share.
Considering GoPro effectively invented the action camera market, this is not a good look for GoPro.
Not only is DJI winning in the action camera market; they are also winning in the video camera section, with 64.7% of the market, most likely thanks to the excellent DJI Osmo Pocket 3, beating Panasonic (2nd) with 18.9%, and Sony (3rd) with 11.1%. Considering Sony has a range of ZV video and vlogging cameras, this is again, quite surprising.
Going back to the action camera market, GoPro has remained a seller of the “traditional” action camera, which is a rectangular box, with a camera on one side, and a screen on the other.
In comparison DJI offer both a traditional style camera in the form of the DJI Osmo Action 6 (with improved night video performance) and earlier models, as well as smaller options like the DJI Nano Action. Insta360 offer a range of action cameras with both ultra-small models like the Insta360 Go 3, and 360 cameras like the Insta360 X5, offering 8K 360 video recording.
Something GoPro seems reluctant to effectively take on, with GoPro not offering an ultra-compact action camera. Users seem to have had issues with GoPro cameras overheating, and losing video footage, which is likely to put owners off buying another GoPro when it is time to replace the camera. And, conversely, if you do have a working GoPro camera, why would you upgrade to a newer GoPro, if it doesn’t offer enough to make you want to upgrade?
Related reading
- People are buying point-and-shoot cameras again, this brand is killing it
- Is this the end of the Action Camera as we know it? (Here’s where I think GoPro went wrong)
- GoPro Hero 13 Black vs Insta360 X5: should you buy an action camera or 360 camera?
- DJI Osmo Action 6 vs GoPro Hero 13 Black – for night it’s no contest
Source BCN Japan (use a browser with built-in translation if you want to head over and take a look), Via Petapixel.
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