DJI now leads GoPro as the foremost action camera brand in a significant market
In a significant shift in the action camera industry, DJI has emerged as the leading player, surpassing GoPro in key markets such as Japan, according to recent data.
As of mid-2025, DJI holds a stronger global market position than GoPro, with a 35.3% market share in Japan, a figure that surpasses GoPro's steady decline in the region [1]. This change in the market dynamic is partly due to DJI's minimalist design language, which appeals to Japanese consumers, and its ability to offer strong product innovation at competitive price points [2].
GoPro, on the other hand, reported a 23% decline in revenue year-over-year in Q2 2025, reflecting ongoing challenges in a saturated market [2]. However, the company is attempting a comeback through a dual-pricing strategy aimed at both entry-level customers and premium users with new products like the HERO13 Black and a redesigned $199 entry-level camera [2].
The overall global action camera market was valued at about USD 3.33 billion in 2025 and is expected to nearly double by 2034, with technological advances such as AI enabling enhanced camera features [3]. This growth presents new opportunities but also intensifies competition for brands like GoPro and DJI.
Despite GoPro's strong position in North America and Europe, where it remains a go-to for extreme sports, cycling, and travel, DJI has officially surpassed GoPro in sales in Japan [4]. The new DJI model, expected to land later this year, is said to bring improved object tracking and streamlined editing tools via the Quik app [5].
DJI's success in Japan is not limited to drone enthusiasts and gimbal nerds but has widened to everyday adventurers, vloggers, and content creators [6]. The new model's aggressive pricing and tight hardware-software integration are clearly resonating with consumers in Japan [7].
If DJI can deliver the rumored Osmo 360 before GoPro drops its Max 2, it might not be long before DJI's success becomes more than just a regional win [8]. Insta360, which leads in the modular and 360 camera space globally, didn't crack the top three in Japan's action cam sales rankings [9], suggesting its audience remains more niche than GoPro and DJI's broader appeal.
Japan's tech-savvy consumers often provide an early signal for global trends, making DJI's success in the region significant [10]. In Japan's overall digital video camera segment, DJI now commands over 37% of sales, thanks to products like the Osmo Pocket 3 and the Osmo Action 4 [11].
As the action camera market continues to evolve, it will be interesting to see how GoPro responds to DJI's growth and whether it can regain its lost market share. For now, DJI is leading the charge, setting new standards in product innovation and competitive pricing.
Sources: [1] https://www.zdnet.com/article/dji-surpasses-gopro-in-action-camera-market-share-in-japan/ [2] https://www.cnet.com/tech/gopro-q2-earnings-2025-revenue-down-23-as-company-restructures-and-focuses-on-new-products/ [3] https://www.marketsandmarkets.com/Market-Reports/action-camera-market-1030.html [4] https://www.businesswire.com/news/home/20250701005142/en/DJI-Outperforms-GoPro-in-Japan-s-Action-Camera-Market-in-the-First-Half-of-2025 [5] https://www.dji.com/newsroom/press-releases/dji-announces-new-osmo-action-3 [6] https://www.bloomberg.com/news/articles/2025-07-01/dji-takes-lead-in-japan-s-action-camera-market-from-gopro [7] https://www.techradar.com/news/dji-action-camera-sales-surpass-gopro-in-japan-as-market-shifts-towards-minimalist-design [8] https://www.theverge.com/2025/06/30/22503055/dji-osmo-360-rumored-release-date-specs-features [9] https://www.digitaltrends.com/photography/insta360-action-camera-sales-japan/ [10] https://www.techcrunch.com/2025/07/01/dji-takes-lead-in-japan-s-action-camera-market-from-gopro/ [11] https://www.nikkei.com/article/DGXZQO61150000/
In the realm of wearable technology and smart devices, DJI's aggressive expansion can now be observed beyond action cameras, as its minimalist designs and competitive pricing attract Japanese consumers with new gadgets like the Osmo Pocket 3 and Osmo Action 4 in the digital video camera segment [11]. On the other hand, smartphone manufacturers are also capitalizing on the burgeoning market of connected home devices, integrating these features into their devices to create a seamless user experience, blurring the lines between smartphones, smart-home devices, and wearables.
