GoPro pushes deeper into imaging market as Q2 camera sales fall 38%

GoPro reported second-quarter 2026 revenue of $105 million, down 31% from a year ago, as camera sell-through declined 38% to approximately 291,000 units. Hardware revenue fell 40% to $76 million. Financial pressures remain substantial. GoPro reported a $51 million GAAP net loss, compared with a $16 million loss a year ago, while adjusted EBITDA was negative $29 million.

The retail channel showed particular weakness, with revenue dropping 48% to $58 million. Retail still accounted for 56% of GoPro’s quarterly revenue. GoPro.com revenue, including subscriptions and services, increased 13% to $47 million.

Against that backdrop, GoPro is attempting to expand beyond its traditional action-camera position with the MISSION 1 Series. The MISSION 1 PRO and MISSION 1 compact cinema cameras began shipping in May through GoPro.com and retailers worldwide, including Best Buy, Walmart and specialty imaging dealers B&H and Adorama.

Subscription and service revenue increased 11% to $29 million, representing 28% of total revenue versus 17% last year. The subscriber attach rate reached a record 69%, while subscription ARPU increased 9%. GoPro also recorded $2 million in AI content licensing revenue.

GoPro’s board is evaluating a potential sale of the company and other strategic alternatives.