Most Rented New Photo & Video Products of 2021

Published December 7, 2021

We have a habit at the end of the year here at Each year, we compile all of our end-of-the-year data and share with you the best-rented products for the year. 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. Last year’s list was a bit of an anomaly, with many events being postponed given the global pandemic. However, 2021 marked some return to normalcy, where the industry was able to rebuild some of the momenta it had built from previous years.

So without further delay, let’s look at the most popular new releases for 2021 —

Top Rented New Products for 2021
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 6K Pro (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 Kit w/ 24-105mm f/4 G OSS Lens
15 DZOFilm Pictor 50-125mm T2.8 Parfocal Zoom (EF)
16 Canon EOS C300 Mark II w/ Touch Focus Kit (EF)
17 Blackmagic Design ATEM 2 M/E Advanced Panel
18 SmallHD Cine 24″ 4K High Bright Pro Monitor


Looking at the information for face value, you can see 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 is most notably impressive because it really further solidifies the industry’s response to Canon’s RF lens mount. As something I’ve touched on recently on this blog, the RF mount is the future for Canon’s platform, and they’ve really put a lot of resources into it to develop it to the level that the EF mount has been developed.

Additionally, the highest rented camera that wasn’t designed exclusively for video productions was the Sony a1 – which shouldn’t be a surprise if you’ve seen the camera’s spec sheet. At 50mp, and 30fps shooting speeds, the Sony a1 is truly a flagship of a camera, and an impressive response to the Canon R5 released in 2020. Rounding out the rest of the stills cameras were the Nikon Z7 II, which is Nikon’s current flagship (with the Nikon Z9 coming very very soon), the Leica Q2 Monochrom, and my personal favorite, the Fujifilm GFX 100s. Backtracking a bit, it’s really impressive to see the Leica Q2 Monochrom doing so well, being that it is such a niche camera. Shooting only in black and white and with a price tag higher than any of the other stills cameras on this list, seeing such a niche camera on this list was certainly a surprise for me. 

Last year, with many of the releases delayed, we decided to display the data a little differently, and broke down each release into subcategories – so let’s look at last year’s data to see if we can find any trends in the market.

Top Rented New Lenses for 2020
1 Canon RF 70-200mm f/2.8L IS
2 Canon RF 24-70mm f/2.8L IS
3 Sigma 24-70mm f/2.8 DG DN Art for Sony E
4 Canon RF 15-35mm f/2.8L IS
5 Tamron 70-180mm f/2.8 Di III VXD for Sony E
6 Sony FE 20mm f/1.8 G
7 Sony E 16-55mm f/2.8 G
8 Sigma 100-400mm f/5-6.3 DG DN OS Contemporary for Sony E
9 Nikon Z 20mm f/1.8 S
10 Sony E 70-350mm f/4.5-6.3 G OSS
11 Panasonic 24-70mm f/2.8 S PRO
12 Fuji XF 16-80mm f/4 R OIS WR
13 Canon RF 800mm f/11 IS STM
14 Tamron 28-200mm f/2.8-5.6 Di III RXD for Sony E
Top Rented New Photo Cameras for 2020
1 Fuji X100V
2 Panasonic Lumix DC-S1H
3 Fuji X-T4
4 Sony Alpha a6600
5 Canon 1DX Mark III
6 Panasonic GH5
7 Sony Alpha a9 II
8 Canon EOS R6
9 Nikon D780
10 Canon EOS R5
11 Olympus OM-D E-M1 Mark III
12 Nikon Z 50
13 Fuji X-Pro3
14 Canon EOS M6 Mark II Mirrorless
15 Leica SL2
Top Rented New Video Cameras for 2020
1 Sony PXW-FX9 XDCAM 6K Full-Frame Camera
2 Canon EOS C500 Mark II 5.9K Full-Frame Camera (EF)
3 Insta360 Pro 2 VR 360 8K Camera Premium Kit
4 Blackmagic Design Ursa Broadcast Studio Kit (B4)
5 Canon EOS C300 Mark III (EF)
6 Blackmagic URSA Broadcast Camera (B4)
7 ARRI Alexa Mini Premium Gold Mount Kit (EF)
8 GoPro HERO8 Black
9 Canon EOS C500 Mark II Premium Kit (EF)
10 Sony PXW-FX9 6K Premium Kit


Comparing last year’s numbers to this year, one thing is obvious – 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. 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? I guess only time will tell.

In previous years, along with posting the new product data, we’ve gone over our staff picks for favorites – but we decided to bundle that information into podcast episodes this year. So this Thursday, you can listen in to’s Ryan Hill, Ally Aycock Patterson, and LensProToGo Video Producer Dom Boisvert discuss their favorite video products from the past year, followed by the next episode, where Ryan Hill, Joey Miller, and Zach Sutton talk about the biggest successes in the photography industry for 2021.

Tune in next week, when we’ll do a deeper dive into all the rentals from 2021 – not just new products. We’ll look through the data, and find which systems are growing in market share, and which ones are shrinking, as we look forward to 2022.

Author: Lensrentals

Articles written by the entire editorial and technical staff at These articles are for when there is more than one author for the entire post, and are written as a community effort.

Posted in Equipment
  • Rogério Peccioli

    Interesting to see that Nikon has increased its share of the rental market

  • Kenneth_Almquist

    Note that these lists are for new products. The A7S3 may have been out too long to be considered “new.”

  • Frank Feng

    This is a lot different than ShareGrid’s ranking where A7S3 dominates top 3, whereas C70, FX3, FX6, A1 rarely reach top 10.

  • Hope you feel better soon

  • Someone

    DZOFilm Pictor 20-55mm T2.8 Parfocal Zoom (EF) is repeated twice in the list.

  • Can’t go into much details, given that it’s an ongoing process with insurance and the police, but a car ran a red light while I was riding through the intersection on my motorcycle. I’m incredibly lucky to walk away with some bruises, road rash, and a broken wrist.

  • Henry Winokur

    A broken wrist? Sorry to read that, Zack. However, it gives you an excellent excuse–not that you needed one. 🙂 I do well proofing other folks stuff. My own? Not so much. 🙁 Not that it’s our business, but you gonna tell us how you did it? (No pressure!)

  • Fixed, thank you. Typing with a cast on my broken wrist, so it’s a little clunkier than usual.

    Thanks for reading, I’ll have far more information to share on next week’s piece too

  • Henry Winokur

    Interesting article. Just wanted to point out a typo in the 2nd paragraph: “the Canon C70 Cinema Camera (RF), his“. I’m pretty sure you meant “this“, right?

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