Once brand deals, ad revenue, or platform payouts start flowing in, you are running a media business — and the IRS treats it exactly like one. That means a wide range of the equipment and services you already buy to make content are legitimately deductible.
Production equipment
- Cameras, lenses, tripods, and gimbals
- Microphones, audio interfaces, and soundproofing panels
- Ring lights, softboxes, and other lighting gear
- Computers and monitors used primarily for editing
Larger equipment purchases may be deducted immediately or depreciated over time, depending on the item and applicable rules — keep every receipt and invoice regardless of which treatment applies.
Software and subscriptions
| Category | Examples |
|---|---|
| Editing software | Video/photo editing suites, subscription-based creative tools |
| Business tools | Scheduling apps, analytics dashboards, invoicing software |
| Stock assets | Music licenses, stock footage, stock photography |
| Cloud storage | Backup and file-sharing services for raw footage |
Your home studio
If you record, edit, or stream from a dedicated space in your home used regularly and exclusively for content production, it may qualify for the home office deduction — read the full mechanics in our home office deduction guide before you calculate square footage.
Wardrobe, props, and sets — with a catch
Clothing and props are only deductible if they are not suitable for everyday personal wear — a branded costume or a piece used exclusively on camera, for example. A nice shirt you'd wear anywhere else in life generally does not qualify, even if it appears in a video.
Don't forget the business side of the business
Platform fees, payment processor charges, a business bank account's monthly fee, and even a portion of your internet bill used for uploading and livestreaming all belong on your Schedule C. Mileage to filming locations or brand events is deductible too — see Standard Mileage Rate vs. Actual Expenses for how to calculate it.
Frequently asked questions
Can I deduct the cost of products I feature but don't get paid to promote?
Products purchased specifically to review or feature in monetized content are generally deductible as a business expense, distinct from personal purchases that happen to appear on camera.
Do free products from brands count as income?
Yes — products or services received in exchange for promotion are generally treated as taxable income at fair market value, even without a cash payment changing hands.
What if content creation is only a side hustle?
The same deduction categories apply regardless of whether it's your primary income or a side hustle, as long as the activity is conducted with a genuine profit motive and reported on a Schedule C.