Aug 13, 2026 12:36:00

Action camera maker GoPro reports quarterly losses of approximately 8.1 billion yen; the process of selling the company is in its 'final stages.'

GoPro, a leading action camera manufacturer, announced its second-quarter results on August 10, 2026, revealing a quarterly loss of $51 million (approximately 8.1 billion yen). In June 2026, the company had announced that

it had 'serious concerns about continuing operations ' due to a deterioration in its cash flow caused by slowing sales and a sharp rise in memory-related costs. At the earnings call, it was announced that 'the process of evaluating the possibility of selling the company has entered its final stage.'

GoPro Says Its Sale Process Is in the Later Stages – Camera Sales Fall 38%, Cash Down to $27 Million | CineD
https://www.cined.com/gopro-says-its-sale-process-is-in-the-later-stages-camera-sales-fall-38-cash-down-to-27-million/

GoPro, a camera manufacturer headquartered in California, USA, announced a restructuring plan in April 2026 aimed at reducing operating costs and strengthening operational leverage, and announced that it would cut 145 jobs, or about 23% of its total workforce. This was in response to fierce competition from rivals such as DJI and Insta360, as well as the continued difficult business conditions due to the proliferation of smartphone cameras. In its full-year financial results for fiscal year 2025, the company reported a decrease in revenue compared to the same period of the previous year, and recorded a net loss of $9 million (approximately 1.36 billion yen) in the fourth quarter of 2025.

Then, on June 1, 2026, the company filed a document with the U.S. Securities and Exchange Commission stating that it had 'significant doubts about whether it can continue operations for the next 12 months.' Although net losses had decreased by approximately 78% from the previous year, the company cited factors such as an 80% to 115% increase in memory costs in the last week of March 2026, and a reduction in production of memory used in its products by suppliers in April, which made the product business more susceptible to fluctuations in component prices and supply. As a countermeasure, GoPro said it was considering strategic options, including selling or merging its business.

GoPro's business continuity is in 'serious concern' due to rising costs and declining sales caused by a global memory shortage - GIGAZINE

On August 10, 2026, GoPro announced its second-quarter results, which were still disappointing. Camera shipments from April to June totaled approximately 291,000 units, a 38% decrease compared to the same period last year. Revenue fell 31% to $105 million (approximately 16.7 billion yen), and the quarterly loss widened to $51 million (approximately 8.1 billion yen). Cash and cash equivalents decreased to $27.3 million (approximately 4.3 billion yen).

During the earnings call, founder and CEO

Nicholas Woodman stated that the process of evaluating the possibility of selling the company, which the board of directors approved in May, has entered its 'final stage.' This doesn't mean the deal is complete, and while the buyer, price, and structure haven't been revealed, it suggests that the sale of the business is likely to be finalized within the next few months.

According to CineD , a news outlet covering filmmaking technology, the second quarter of 2026 was GoPro's first full quarter since new products hit store shelves, providing an opportunity to accurately assess whether the company's recovery plan was working. However, it appears that the pace of hardware business contraction outpaced the pace of new product sales.

To better illustrate GoPro's current situation, CineD focuses on the sales channels. The financial statements show that sales through GoPro.com are up 13% year-over-year, while retail sales are down a significant 48%. In other words, while GoPro's direct sales outlet continues to grow, GoPro products are not on retail shelves, and CineD points out that this is a reflection of industry concerns about suppliers and that GoPro is losing its presence on store shelves. On the other hand, GoPro CFO Brian Tratt countered CineD's claims in a conference call, stating that 'the new camera is not yet fully integrated into the distribution network, and the decline in retail sales simply reflects that the rollout of the new product is still in progress.'

According to CineD, other companies in the camera industry, such as Canon, Sony, and Fujifilm, are generally performing well, and GoPro's poor performance is not due to overall market trends. The following is a graph of annual sales created by CineD from GoPro's financial statements, showing a continuous decline since 2021. While GoPro's ' Mission 1 ' series, released in May 2026, has received high praise from the industry, CineD points out that 'five consecutive years of poor performance cannot be reversed by the release of just one new product, no matter how good the product is.'