Sony, the second most-rented brand on the list jumped a bit from about 24 percent last year to 26 percent this year. The a7S II, FE 24-70mm f/2.8 GM, a7 III, FE 70-200mm f/2.8 GM OSS, and Sony a7R III all made the top 20 list. Sony also had the second-highest share of in rentals considering only the lenses, after Canon and followed by Sigma, Nikon, Tamron, Fujifilm, and Zeiss.
Lens Rentals data puts Nikon as the third-most-rented brand at 15.28 percent — nearly identical to the 15.06 percent share last year. Just the Nikon D750 made the top 20 list and the brand sat as the fourth-most-rented lens brand behind Sigma.
Nikon and Canon’s new full-frame mirrorless cameras only had a month after being released to be included in the data, which means the bodies didn’t make the top lists. Lens Rentals, did say, however, that the less-expensive EOS R was twice as popular as the Nikon Z7 in rentals.
Panasonic was the fourth most popular brand in the rental data, jumping up by nearly three percent to a 9.41 percent share. The Panasonic GH5 was the 17th-most-rented item for the 2018 data. Fujifilm, Leica, Olympus, Pentax, and Hasselblad rounded up the remaining list of top brands.
Excluding the gear launched before November 2017, the list looks a bit different, lead by the Sony a7 III, the Zhiyun-Tech Crane stabilizer, the Sony a7R III, the Sony FE 24-105mm f/4 OSS and the Panasonic GH5S. Other cameras on the list include the Sony RX10 IV, Insta 360 Pro, and Fujifilm X-H1.
The Lens Rentals data offers some insight into industry trends, but rental trends and actual retail trends may differ some. Many photographers and videographers will rent an expensive, high-end lens on a per-project basis, while some rent before deciding which one to buy. The complete list of the most-rented products is available from the Lens Rentals blog.