Lensrentals published its end of the year data, which reveals the most rented equipment.

Unsurprisingly, the Sony Alpha 1 was most popular stills camera. Nikon’s Z7 II came in second.

Lensrentals claims that its data can be used to measure industry trends in order to determine the trending areas of both video and photo markets.

Here are the top 18 most in-demand products from the entire Lensrentals Library, ranked from highest to least demand.

1. Canon EOS C70 Cinema Camera (RF)
2. Sony FX3 Full-Frame Cinema Camera
3. Sony Alpha a1
4. Sony FX6 Full-Frame Cinema Camera
5. Blackmagic Pocket Cinema Camera 6KPro (EF)
6. RED DIGITAL CINEMA KOMODO 6K Camera Production Kit
7. Nikon Z 7II
8. Sony FE 50mm f/1.2 GM
9. Leica Q2 Monochrom
10. Aputure LS 600d Pro Daylight LED V-Mount Kit
11. DZOFilm Pictor 20 – 55mm T2.8 Parfocal Zoom EF
12. Fuji GFX 100S Medium Format Mirrorless
13. Sony FE 35mm f/1.4 GM
14. Sony FX6 Camera Set w/ 24-105mm f/4G OSS Lens
15. DZOFilm Pictor 20 – 55mm T2.8 Parfocal Zoom EF
16. Canon EOS C300 Mark II with Touch Focus Kit (EF).
17. Blackmagic Design ATEM2 M/E Advanced Panel
18. SmallHD Cine 24’’ 4K Bright Pro Monitor

The Sony Alpha 1 was the most sought-after rental from a photography perspective (which shouldn’t surprise), followed by the Nikon Z7 II and Leica Q2 Monochrom, then the Fujifilm GFX 100S. Only three of the 18 products on the list can be considered stills-photography specific. The remainder of the list includes accessories and lenses suitable for both video and photo use.

Lensrentals agrees with the conclusion that there is a growing market for video and filmmaking.

Lensrentals editor Zach Sutton wrote that the Canon C70 Cinema Camera was at the top of the list. This camera is notable because it further solidifies industry’s response towards Canon’s RF mount.

The popularity of the RF mount is evident by the comparison of last year’s data (which can be seen on the company blog) and this year’s.

As more people trade in DSLRs for Canon mirrorless platforms, the market share of the RF lens mount is growing. It seems that professional video has taken over from previous years. A large portion of the 2021 list is in the professional video camera section.

It’s difficult to say whether video products are more popular than still photos products. This is especially true considering that rental data must be compared to both the sales figures from each segment and because of the global chip shortage, it has been extremely difficult for manufacturers to produce cameras at the rate that the market can handle. It’s probably a good idea for now to consider the data and continue to assess the market through 2022, before making any concrete conclusions.