DJI Captures Nearly 70% of Global Action Camera Market, Challenges GoPro Dominance
DJI has overtaken GoPro to become the world's leading action camera manufacturer, commanding 66% of global market share by the third quarter of 2025, according to a report released by management consultancy firm Chanson & Co. on October 27, 2025.
The market research reveals a dramatic shift in the action camera landscape. GoPro, once the dominant player with over 75% market share in 2022-2023 through its HERO series, has seen its revenue share contract to just 18% by 2025. Meanwhile, DJI's strategic product rollout and ecosystem integration have propelled the Chinese drone manufacturer to the top position within three years. Another Chinese brand, Insta360, currently holds approximately 13% of the market.
DJI has also made swift inroads into the 360-degree camera segment since entering the market on July 31, 2025. Within three months of launch, its Osmo 360 camera captured 49% of China's e-commerce channel sales and 43% of the global market, leveraging cross-platform compatibility and competitive pricing.
The company's dominance is further evidenced in JD.com's "Action Camera Gold List," where DJI products swept the top three positions: the Osmo Action 5 Pro, Osmo Nano, and Osmo Action 4. In JD.com's outdoor panoramic camera rankings, the Osmo 360 has held the number one position for 49 days despite being available for less than three months.
The market shift represents a broader transformation in the imaging hardware sector. DJI, traditionally known for its aerial drone technology, has successfully leveraged its imaging expertise to establish dominance in the handheld camera market. The company's performance demonstrates the growing technological capabilities of Chinese brands in global consumer electronics.
The rapid market reconfiguration reflects changing consumer preferences and increased competition in the action camera segment, which has traditionally served outdoor enthusiasts, content creators, and sports professionals seeking compact, durable recording devices.