Top Photography and Videography Purchases for 2025

A week or so ago, we shared our annual data on the most popular gear rented from our inventory, which brands are growing in market share, which are shrinking, and so on. The piece is one of the most comprehensive sources of data-sharing information in this industry and a great way to see where things are headed and what others are excited about. But rentals don’t always tell the whole story – we also sell some things from time to time. Let’s continue the trend of sharing info for 2025 and look at the most common customer purchases in the photography and videography industries.

I’ll pretense the dive into this data with a reminder; we’re called Lens Rentals, not Lens Purchases. Rentals is the world we’ve invested our time and energy in, and where the large majority of our business comes from. But we also have programs like the Keeper program, where if you rent something from us and love it, you can purchase that exact rental and, more often than not, have your entire rental cost refunded to you (terms and conditions apply, of course). But looking at the data above, you’ll see that when we look at purchases, especially when organized by quantities purchased, there are a lot of complementary products. CFast cards, camera batteries, and UV filters make up the majority of our most common purchases. But when you start digging into the list, the most-purchased high-value item is the Canon EF 24-70mm f/2.8L II. It makes sense, it’s a frequent contender for most rented lens, and with Canon’s focus on the RF lens lineup, the EF lenses make for a really great bargain for high-quality glass.

There are no other big surprises on this list, and it’s pretty par for the course if you look at our data from last year, so now let’s look at the brand market share when it comes to purchases, and how it compares to previous years.

The biggest purchase brand for 2025 is the same as the rental brand – Canon. Canon has always led the pack in these types of articles, and the trend continues in our customers’ purchases. Sony, on the other hand, dropped a bit of market share this year, falling 5% from 2024. To the likely surprise of many, DJI is actually our third-most-popular customer purchase for 2025, beating out Nikon, Fuji, and all other common camera and lens brands. The remainder of the list is marginal gains and losses from the brands you’ve come to expect on these types of lists. So let’s quickly look at the most common purchases for gear that entered our inventory in 2025.

Finally, the last table of interesting information for our customers’ purchases for the year comes with the new product. At the top of the list is the Teradek 6G V Antenna, not too different from the Teradek Wireless Antenna for Bolt 500/1000, which takes second place among the most popular purchases overall. This shows that the trend toward fast wireless transfer on film sets is only becoming more mainstream, as wireless continues to be a priority on set.

Did any of this information surprise you? If you rented a piece of gear from us this year and decided to give it a forever home, feel free to share what you bought and why in the comments below. And of course, Happy New Year.

Author: Lensrentals

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