GoPro Inc. announced that the high demand for its latest camera, the Hero9 Black, has pushed the number of paying GoPro subscribers past the 500,000 milestone. With the vast majority of consumers purchasing the new camera through the company’s website along with an annual paid GoPro subscription, which includes unlimited cloud storage for a user’s GoPro footage, Nicholas Woodman, founder and chief executive of the company, expects that it will exceed the previously targeted 600,000 to 700,000 paying subscribers by year-end. He also reported that the high demand for camera and subscription has resulted in a 230 percent growth in sales in the comparable two-week period following the comparable two-week post-launch period in 2019. “ has seen substantial year-over-year sales growth during the post-launch period across all regions, globally,” he said. “Demand for Hero9 Black and the GoPro subscription at are accelerating our shift to a more direct-to-consumer business.”