The First-Timers Guide to IBC

 

Welcome to the 2025 Edition including Show Preview

IBC can be overwhelming – but a little bit of preparation can make it a truly enjoyable and valuable experience. Here are ​eight ways to optimise your experience at the show, especially if you are a newcomer! (Even veterans should find some useful tips here!)

— 1 — IBC - The International Broadcasting Convention

Let's start by getting into some basics about the convention by the numbers. 

​IBC takes place at the RAI Convention Center, a huge venue that hosts major trade fairs all throughout the year. ​

Pre-pandemic, back in 2019, there were 56,390 visitors, 1700 exhibitors over 15 halls ​spread out over 108,000 square meters of space. That’s the size of 20 American football fields!

After the pandemic, the 2022 edition marked the return of the in-person IBC event in Amsterdam, bringing the industry together again after the disruption. Slowly, the show has been coming back. In 2024, IBC welcomed 45,085 attendees from 170 countries, up from 43,065 in 2023 and 37,000 in 2022. The show floor hosted over 1,350 exhibitors across 14 halls, covering approximately 46,000 square meters of exhibition space, including the return of the Content Everywhere Hall 14. These figures reflect steady growth and strong industry engagement.

— 2 — Get Registered

There really are too many things to see and do, so planning ahead is key.

​Exhibition 

First off, make sure you Register for the Exhibition! Free exhibition passes end on 22nd August. Prices for passes are €175 after that date, and €199 onsite.

Exhibition Opening Times
• Friday, 12th September – 10:30 to 18:00
• Saturday, 13th September – 09:30 to 18:00
• Sunday, 14th September – 09:30 to 18:00
• Monday, 15th September – 09:30 to 16:00 

The IBC Conference

The IBC2025 Conference brings together global leaders, disruptors, and innovators from across media, entertainment and technology to explore the forces reshaping the industry.

From platform evolution and creative innovation to AI disruption and immersive storytelling, the conference offers a powerful mix of insight, provocation, and practical strategy. This three-day programme is where the future of media is decoded, discussed, and designed.

The IBC2025 Conference showcases media's defining shifts across platforms, people, and technology. Speakers include trailblazers from Netflix, TikTok, YouTube, Snap, kweliTV, Walt Disney Studios, Paramount Global, ABC, JioStar India, Sky, PGA Tour, and more.

Pay attention to this page for full details when the full conference agenda is published.

— 3 — Know the Show and Plan Before You Go

 

Check out the Floor Plan

The IBC show floor is huge! For this reason it is really useful to get familiar with the floor plan and main show themes before you travel. Check it for the location of the companies you want to meet, so you can plan your walking tour accordingly.




Here are some of the key highlights and new features to look forward to in 2025:

  • IBC Talent Programme – Friday 12 September, Future Tech, Hall 14, Hackfest Stage
    Live at the RAI Amsterdam, the IBC Talent Programme connects students, young professionals, educators, and industry leaders for a day of inspiring talks and practical sessions. It’s all about creating pathways between education, underrepresented communities, and careers in the media and tech sectors. 🔗 Explore the Talent Programme agenda

  • Future Tech Hub (Hall 14) - This brand-new innovation ecosystem spans the entire Hall 14 and offers a deep dive into the next frontier of media technology. You’ll find AI-driven workflows, 5G-enabled production, immersive media (including virtual production, spatial audio, and XR), cloud-native systems, sustainable solutions, and more—all presented by tech leaders such as Microsoft, Google, AWS, and Monks.

  • 100 Years of Television: Journey into the Past (Hall 14) - A visually arresting installation tracing television’s evolution—from John Logie Baird’s first TV picture in 1925 to today’s digital innovations—lets you reflect on how far the industry has come and where it’s headed

  • IBC Accelerator Media Innovation Programme (Hall 3) - In the Accelerator Zone, explore nine Proof-of-Concept projects that address real industry challenges—ranging from AI-assisted newsroom tools to private 5G workflows and sustainable streaming. Developed collaboratively by industry giants like BBC, RAI, Comcast, and AP, these demos bring innovation to life on the show floor.

  • IBC x Google Cloud Hackfest & Google AI Penalty Challenge – Hall 14, Hackfest Stage - Dive into hands-on innovation with the two-day Hackfest (13–14 September), where developers and creatives tackle live media challenges using Google Cloud and Gemini AI. The Hackfest is a high-energy innovation challenge supported by Formula E, where young creatives, coders, and engineers come together to build real-world solutions using AI, Google Cloud, and media technologies. Taking place live on the show floor, expect collaboration, creativity, and great prizes for standout teams. Find out more

  • Content Everywhere Zones & Stages – Halls 4 & 5 - This area showcases integrated workflows, OTT platforms, cybersecurity, and cloud services. It also features stages for live panels and demos highlighting the latest trends in content distribution and monetization. These events are free to attend.

View more highlights of this year’s IBC here.

Plan to Get Social : Get Broadcast Projects’ Party & Event List

Every year, Broadcast Projects publishes what has become the go-to guide for anyone looking to make the most of IBC’s legendary social scene. From exclusive invite-only receptions to open-door happy hours, casual meet-ups, and late-night parties, our listings cover it all. It’s the most comprehensive and widely shared directory of networking events at the broadcast and streaming media industry’s two biggest trade shows—IBC in Amsterdam and NAB in Las Vegas.

Regularly updated in the weeks leading up to each show, the guide is bookmarked by exhibitors, attendees, journalists, and industry veterans alike. Many first-timers use it to plan their evening schedules as carefully as their daytime meetings, while seasoned show-goers check it to make sure they’re not missing the most talked-about events. If there’s a gathering worth attending, chances are you’ll find it here.

Book your Meetings in Advance

According to data published by the IBC organisers, the average visitor has 50 meetings at the show—and only three of them are unplanned. That means most meaningful conversations are arranged well before you step onto the show floor. We recommend starting your outreach in July to secure the best slots.

Make use of the IBC2025 app and online exhibitor directory to identify targets, check availability, and send meeting requests. When booking, be clear about the purpose of the meeting so both sides come prepared. You need an account, but it is free to use. Access it here. This planner will seamlessly sync with the IBC App (see links above).

Always re-confirm meetings a few days before the show and exchange mobile numbers so you can coordinate on the spot—plans can shift quickly in Amsterdam. After all the effort that goes into planning, don’t lose the chance to connect because you didn’t have a quick way to get in touch.

Pro tip: Factor in the RAI’s walking distances when scheduling—moving between distant halls can take 15 minutes or more, especially in peak traffic. Aim to cluster meetings by hall or zone to maximize your time.

Super pro tip: Look into the OTTRED App, a real-time IBC backchannel that functions almost as a shadow version of LinkedIn. Here you can find a large streaming media community that features an app (exclusive content + job board), an active WhatsApp group, podcasts, and meetups across the US, Europe, and MENA. It’s a reliable way to spot trends, find out who’s going to the show, and connect with peers ahead of and during IBC.

— 4 — Plan Your Travel

​IBC offers excellent travel resources to help you plan your trip. Everything from travel, to booking hotels, navigating the show itself, and discovering Amsterdam, it’s a good idea to review all the options on this page.

IBC does try to help you save money (mainly on hotels and transport) so it is worthwhile reading through the options and then validating what will work best for you. The RAI Hotel Service has the best deals. Key things to note:

·    Discontinuation of the Free Shuttle Bus - One key point to note is that the free shuttle bus service from the airport to the RAI has been discontinued as part of IBC’s sustainabilty initiatives.

·     A New, Integrated Transport Ticket with your Badge – This year, every attendee’s badge comes embedded with an integrated GVB QR code, granting ticketless access to Amsterdam’s entire public transport network—including trams, buses, and metro.

From Schiphol Airport, the most efficient mode of getting to the RAI is by train. The trains from Schiphol to Amsterdam RAI station run frequently, providing a quick, reliable, and environmentally friendly connection. Please note that the GVB pass does not cover train travel to or from Schiphol Airport.

At the Schiphol Train station, get yourself a ticket at the main ticket desk, and forget the automated machines (they are hopeless). You want to ask a real human being which platform to go to, and which train to take.

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Sometimes there are signs posted by IBC at Schiphol to help direct visitors (trains to the RAI depart up to four times per hour). However, once you’re on the platform, it’s not always obvious which train to board—especially if you’re unfamiliar with the Dutch rail system.

There are usually NS (Dutch Railways) staff on hand to assist, but the key is simple: make sure the train’s route specifically lists “Amsterdam RAI” as one of its stops. If it doesn’t, you could find yourself headed in the wrong direction, and correcting the mistake can take extra time and connections you hadn’t planned for.

Sustainable Travel with Flint Green Line from the UK to Amsterdam

If you are traveling from the UK. The Flint Green Line is a unique media industry networking event taking place in a dedicated Eurostar carriage heading to the IBC Show from London’s St. Pancras Station on Thurs, Sept. 11, at 11:04 AM. (The other good news is that the Eurostar renovation work is complete, so no need anymore to change trains in Brussels for the return journey.)

A Word About Schiphol and Avoiding the Queues

In 2022, IBC visitors faced departure chaos at Schiphol Airport, with queues stretching over a kilometre just to get into the terminal. While the post-pandemic congestion has eased, peak-time lines can still be long—especially on Monday mornings after the show.

If you’re flying to Amsterdam, download the official Schiphol app (apple  android) to check live flight information, delays, and current security wait times.

You can also speed up your departure by pre-booking a free security timeslot via the Schiphol website or app (available up to three days before departure), which gives you access to a dedicated lane and a faster, more predictable airport experience. Download the Schiphol app now to pre-book security timeslots, monitor real-time wait times, and stay ahead of flight updates

— ​5 —
Navigating the RAI

Collecting Your Badge 

You can pick up your badge onsite at the RAI, but it’s often more efficient to use an offsite collection point—especially if you're arriving early or prefer to go straight to the show. Below you can see the badge collection points both offsite and onsite at the RAI. Please note: we earlier advised that it was possible to collect your badge at Schipol Airport (as in previous years) but this is no longer offered.

Tip: Don’t forget to bring your registration confirmation and photo ID—you’ll need these to pick up your badge.

Wifi Access

Although IBC’s 2025 website does not publish a detailed map of Wi-Fi access points, connectivity at the RAI has improved steadily over recent years, and free Wi-Fi is now generally available throughout the venue. Speeds and reliability can vary—particularly on the show floor when traffic is heavy—so it’s still worth knowing where the more dependable public access areas are located:

·       Forum Lounge

·       Ruby Lounge

·       Café Amsterdam

·       Europa Foyer 2

·       Catering Area in Europa

·       Foyer 1

·       Diamond Lounge

·       The Grand Café

·       Europa – 1st Floor

·       Holland – 1st Floor

Passwords, where required, are usually clearly signposted. If you need a guaranteed, stable connection for video calls, streaming, or uploads, consider using your own mobile hotspot as a backup.

​Stake out your meeting spots

Beyond planning your epic walking tour well, there is an alternative strategy to doing IBC, especially if you are a visitor. Stake out the quiet places, or find a table in the cafeteria, and get people to come to you!

The quiet spots are especially important if you have to arrange a sensitive meeting on the fly. One suggestion is the Forum Lounge in Hall 10, or upstairs from there, or any of the wifi lounge areas listed above.

Restrictions on Filming and Photography

Also be aware of IBC’s restrictions on filming and photography. No photography or filming is permitted in conference sessions or auditoriums at any time. Exhibitors may film only on their own stands, while press and camera crews must hold a valid filming permit issued by IBC. Photography is generally allowed throughout the exhibition, but publishing or posting images without the subject’s consent is forbidden. Always be respectful—if someone asks you not to take their photo, stop immediately.

— ​6 —
Around and About in Amsterdam

Amsterdam is famous for its canals, culture, nightlife, and restaurants. If you have time outside the show, the city offers a wealth of experiences—from world-class museums to cosy neighborhood cafés. For detailed, up-to-date information on attractions, restaurants, and events, visit the Iamsterdam website, the city’s official visitor guide.

Iconic Sights & Museums

·       Rijksmuseum – Masterpieces by Rembrandt, Vermeer, and other Dutch Golden Age painters.

·       Van Gogh Museum – An intimate look at the artist’s most famous works and life story.

·       Anne Frank House – A deeply moving visit; advance booking is essential.

·       Stedelijk Museum – Contemporary art and design in a striking modern setting.

Neighbourhoods to Explore

·       De Negen Straatjes (Nine Streets) – Charming canalside boutiques and cafés.

·       Jordaan – Small art galleries, picturesque streets, and authentic “brown cafés.”

·       De Pijp – A lively, multicultural area with the famous Albert Cuyp Market.

Classic Amsterdam Experiences

·       Take a canal cruise—daytime for sightseeing, evening for the illuminated bridges.

·       Sample fresh stroopwafels or Dutch herring at local markets.

·       Relax in Vondelpark, Amsterdam’s most popular green space.

A Word to the Wise

·       Photography is not permitted in the Red Light District.

·       Familiarise yourself with Amsterdam’s official policies on coffeeshops.

·       A new law introduced in May 2023 bans smoking cannabis on the street in parts of the city and tightens rules on tourist behaviour—be respectful of local regulations.

— ​7 — Be Comfortable

​Check the Weather

It may seem obvious, but check the weather report for Amsterdam ahead of time. The weather during IBC can be a mixed bag. It can be swelteringly hot or quite cool (in other words: freezing). Check your favorite weather app for the long range forecast several days before you travel. 

​Bring Provisions

Bring nuts or energy bars, small packaged snacks, to keep you going throughout the day. I've met people over the years who were dead on their feet, claiming with some pride, that they hadn’t eaten that whole day. No excuse for that. To do your best business you have to be nourished to be alert.

If you are exhibiting, don’t forget to stock plenty of water for your stand staff and guests. If you are an attendee, stop and grab a bottle of water before you enter the show. There is a Dirk Supermarket directly across from the RAI. And Holland’s most famous supermarket chain, Albert Heijn, can also be found nearby.

Take Care of your Feet

After​ summer months of wearing sandals or flip flops, it can be a shock to the system to suddenly be wearing shoes and socks again. Plan accordingly. Start wearing socks and shoes about a week before the show and ​start breaking in any new shoes that you plan to wear to the show. Be sure they are comfortable.  The go-to emergency fix for blisters is a product called Compeed, which acts as a second skin. They stock it at the pharmacy in the shopping center mentioned below.

Shopping & Restaurants Nearby RAI

In case you get caught out, y​ou will find a pharmacy in the small shopping center across from the RAI, for provisions and emergency supplies). To get there, leave the RAI and veer right across the big road called Europaplein, directly behind the tram stops!

Enter via the main atrium entrance of Flow Amsterdam. Incidentally there is a decent restaurant just next door called Kreeftenbar which offers "Sushi and Lobster", ​a reasonably priced spot near the RAI where you can eat well and have a moment of quiet amidst the manic IBC rush. Thank goodness it made it through the pandemic! 

— 8 — Networking & Presence

Trade shows are relationship engines. Promote yourself, support others, and be clear about what you want to discuss and what you offer.

Tailor your introduction to the person in front of you—misaligned expectations waste time and erode credibility.

Make an Impression with a Good Introduction

  • Prepare a 10–15 second intro: who you are, what you do, why it matters.

  • Don’t pitch at people on stands; they’re there to sell. Start with interest, curiosity and listen.

  • Match the formality of the setting and choose opinions carefully—especially if you’re new.

  • Our free guide No-Default Option: The Engineers Guide to Trade Shows and Social Events can help you sharpen your skills.

Using Social Media

  • Keep your LinkedIn profile complete and current; it’s where people validate who they met. (If in doubt, book a free profile diagnosis.)

  • Join the conversation with #IBC2025 and #IBCShow; tag @IBCShow to increase your chance of a repost.

  • On X (Twitter) and LinkedIn, search those hashtags and filter by People to find attendees and set up quick meets.

Be Respectful

  • Senior folks are time-poor: read the signals, don’t linger if they’re busy.

  • If you don’t have a pre-booked slot, be extra mindful—especially if you’re not a buyer.

Enjoy Yourself

Soak it in. Trade shows are both a skill and a test—better done than perfect. You’ll meet people, learn a lot, and have a great time.

Wishing you a wonderful IBC!

​​I hope you found this guide useful and wish you much success at the show. If you liked it, please share it.

If you have something to add or any comments or feedback, ​we’d love to hear from you.

Last Update: 11 August 2025

Originally published: August 29, 2019 by Janet Greco

Broadcast Projects helps media and entertainment technology companies cut through the noise. Whether you're refining your positioning, creating standout content, or supporting commercial goals around trade shows, our work turns communications into meaningful business outcomes.

We also support the media and entertainment technology community with resources and support including:

> The IBC and NAB Annual Party Lists

> Our TV Industry Events Hub - calendar of industry events

> The First Timers Guide to IBC

> No Default Option: The Engineers Guide to Trade Shows and Social Events

> And our press release distribution service

Want to prep smarter for your next trade show?

Trade Shows and Conferences, Business Advice and TrainingJanet Greco