Video: What went wrong with GoPro?

While it may remain synonymous with action video, GoPro has had a tumultuous last decade in business, and in this great video, Michael Girdley takes a fascinating look at the company's rise and fall.

Once commanding more than 67% of the global action camera market and valued at over $11 billion USD ($16.5 billion AUD), the company seemed untouchable.

Founded by Nick Woodman, who started out selling the first wrist-mounted 35mm GoPro to surf shops, the brand quickly grew into the go-to choice for extreme sports enthusiasts and YouTube creators.

In fact, by the time of its 2014 IPO, it had cemented its place as one of Silicon Valley’s brightest stars.

But GoPro’s success was short-lived. The rise of smartphones, competition from cheaper Chinese rivals, and a string of missteps, including underwhelming launches like the Hero4 Session and a failed push into drones and media, eroded its dominance.

By 2024, GoPro had lost more than half of its market share, was burning through over $100 million USD annually, and its share price had dropped off a cliff.

This is a fascinating insight into the extreme highs and lows of modern tech.