Markiplier buys 8.5% stake in GoPro for $36M

Markiplier, the YouTube megastar with 35 million subscribers, has quietly become GoPro’s top shareholder after snapping up an 8.5% stake worth roughly $36 million, Bloomberg reported Wednesday. The move vaults the 31-year-old gaming creator past all institutional investors and makes him the company’s single largest owner overnight. Fischbach confirmed the investment to Bloomberg and called GoPro “undervalued,” framing the bet as part of his push to put professional-level tools into everyday hands.

Fischbach’s push mirrors a wider trend: creators are moving from ad revenue to owning the tools they use. GoPro’s stock has stumbled since its 2014 IPO, losing more than 90% at one point and only recently regaining investor interest on signs of stronger demand for its Hero 12 and Max cameras. Fischbach’s investment lands as GoPro prepares to unveil a new action-camera line next month, a period when outside validation can sway both retail and institutional buyers. His platform, built on authenticity and high-energy tutorials, aligns neatly with GoPro’s brand of rugged, first-person storytelling.

The stake gives Fischbach board observer rights, letting him weigh in on strategy without full control. Analysts say his presence could boost GoPro’s visibility among younger audiences and content creators who trust his recommendations. Shares rose 6% the day the news broke, though they remain far below 2014 peaks. GoPro had no comment beyond its standard filings.

What happens next may hinge on whether Fischbach’s involvement translates into measurable sales. He has hinted at creating GoPro-focused content and could spotlight the cameras in his streams, potentially driving a wave of first-time buyers. If his followers adopt the gear en masse, GoPro may finally shake its “niche sports brand” label and become a mainstream consumer staple. If not, his outsized bet could underscore the risks of creator-led investing in hardware companies still finding their footing.