In my opinion, film is cheap, so I try a little of everything. That’s mostly because I hadn’t shot film for 2 decades, and my starting point was to try a little of everything at the buffet to see what I liked. I’ve got some good results from Rollie RPX25 and Agfa APX100 (both made by the same manufacturer) but not consistently. I’ve found more consistent results from Kodak, Ilford, and (surprisingly) Foma. So for B&W that’s where most of my money goes (PanF+, FP4+, TMax100, and Fomapan 100 mostly.) But I still buy a roll or two of things I haven’t tried when it suits my fancy.
For color it’s Kodak and Fuji.