GoPro stock jumped 22% to $0.73 in midday trading on Monday after reported that Mark Fischbach, known online as Markiplier, had become the company’s largest single shareholder. Fischbach bought an 8.5% stake, a move that put a high-profile creator at the center of a stock that had been crushed for most of the year.
The reaction was stark because the shares had already been down 57% year to date through Friday’s close, leaving GoPro valued at roughly $110 million. Fischbach said the stock looked undervalued, and he described the purchase as something he had been “cooking in the background” because he wanted the company to succeed.
The market is not reacting to a turnaround story that has already arrived. GoPro lost $51 million last quarter, reported Q2 2026 revenue of $104.93 million that was down 31.3% from a year earlier, and said camera unit sell-through fell 38% to roughly 291,000 units. Twelve years ago, the company was valued at about $13 billion. That contrast is why even a single large buyer can move the stock so sharply now.
But the purchase does not erase what GoPro itself has already disclosed. The company said there was substantial doubt about its ability to continue as a going concern, laid off 23% of its workforce this year and explored selling itself, while Nick Woodman has kept the business funded in part through stock purchases. Fischbach’s move was not described as activist, and there is no indication he is seeking board representation or operational control.
That leaves GoPro in an unusual position: a company under real financial strain, yet one that can still draw a headline-making bet from a well-known creator who sees value where the market has not. Fischbach has already moved into filmmaking this year with Iron Lung, and the fact that he is buying rather than campaigning suggests he is treating GoPro as a conviction trade, not a rescue plan.
For now, the surge looks like a vote of confidence, not a fix. The question investors are left with is not whether Fischbach sees upside, but whether GoPro can turn that attention into something the numbers have not yet delivered.
