http://www.nytimes.com/2014/01/31/technology/gopro-works-on-its-brand.html?hpw&rref=business

For its next act, GoPro wants to also be known as a media company.

It is not a terribly far stretch. In the last decade, GoPro has built a large
and passionate following on YouTube and other Internet sites with its
adrenaline-soaked and professionally made videos of surfers riding through
barrels of waves and skiers parachuting off snow-covered cliffs. Customers have
independently uploaded millions of their own videos, too. And many happily label
the clips with the term GoPro, which has become a sort of shorthand for action
shots.

There are other companies with media ambitions similar to GoPro’s, most notably
Red Bull, the energy drink maker. Red Bull has become synonymous with extreme
sports and stunts by sponsoring high-altitude sky divers and downhill ice
skating races, among other events. GoPro also sponsors athletes, including the
surfer Kelly Slater, the snowboarder Shaun White and others who shoot footage of
themselves in action using GoPro cameras, which they then send to the company
every month for use in its online videos.

But GoPro has a long way to go in video to catch up to Red Bull. The energy
drink maker has 3.3 million subscribers to its YouTube channel and over 700
million views for its videos, compared with 1.7 million subscribers for GoPro’s
channels and over 400 million views. And Red Bull TV, the company’s
entertainment network, recently became available on Apple TV. Those are the
types of deals GoPro is now also after.