Each year, the folks at Lensrentals likes to compile their end-of-the-year data and share the list of most rented new products 2021 with the photo industry. “Being among the largest rental houses in the world, we really think that this information can be a great tool to measure industry metrics and see where both the video and photography markets are trending for the upcoming years,” the company remarks on its blog.

“Last year’s list was a bit of an anomaly, with many events being postponed given the global pandemic,” says Lensrentals. “However, 2021 marked some return to normalcy, where the industry was able to rebuild some of the momenta it had built from previous years.”

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What emerged from this data, says Lensrentals staff, is that 2021 new products were very much video-focused, and the industry seemed to really respond to that with rentals. “At the top of the list, and by a pretty wide margin, was the Canon C70 Cinema Camera (RF), and that is most notably impressive because it really further solidifies the industry’s response to Canon’s RF lens mount.”

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Additionally, the highest rented camera that wasn’t designed exclusively for video productions was the Sony A1, a flaship camera at 50 megapixels and 30fps shooting speeds. Rounding out the rest of the still cameras were Nikon’s current flagship, the Nikon Z7 II, the Leica Q2 Monochrom, and  the Fujifilm GFX 100s.

In addition, comparing last year’s numbers to this year (which you can view on lensrentals’ site), the company says the RF lens mount continues to grow in its market share as more people trade in their DSLRs and move to the Canon mirrorless platform. Additionally, it seems that the professional video market has really taken over from previous years, with much of the list for 2021 being in the professional video camera department. Says Lensrentals: “As professional video cameras become more affordable, will we expect to see less budget-friendly cameras like the Panasonic GH5, and more systems like the Canon C70? Only time will tell.

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Lensrentals will be taking a deeper dive into all the rentals from 2021, not just new products, so stay tuned to the company website for that information as well. Says the company: “We will look through the data and find which systems are growing in market share, and which ones are shrinking, as we look forward to 2022.”