The First-Timers Guide to IBC
Welcome to the 2026 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 9 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 Amsterdam, one of Europe’s largest exhibition and convention venues. For 2026, IBC expects to bring together more than 44,000 attendees and over 1,200 exhibitors from more than 170 countries, spread across 14 halls. These numbers may shift as the show approaches, but they underline IBC’s continuing importance as one of the world’s principal meeting places for the media, entertainment and technology industries.
— 2 — Register Early and Plan Ahead
There really are too many things to see and do, so planning ahead is key. This year, there are two registrations worth considering: one for IBC itself, and one for a useful pre-show event taking place the day before the exhibition opens.
Discounts from Broadcast Projects
Broadcast Projects readers can access discounts for both Streaming Made Easy Live and IBC.
Streaming Made Easy
Streaming Made Easy Live takes place on Thursday, 10 September 2026, the day before IBC opens, at the Rode Hoed in Amsterdam.
Hosted by Marion Ranchet, the event is designed for conversations that are difficult to fit into a conventional conference format. It brings together more than 200 senior executives from streaming platforms, broadcasters, FAST operators, telcos and technology vendors, with a strict 4:1 buyer-to-vendor ratio. The day is structured around focused discussion, generous networking breaks and closing drinks. It is a useful way to meet senior industry figures before the show begins and to arrive at the RAI already knowing who you want to prioritise. Past speakers and attendees have come from Netflix, YouTube, BBC, Sky, Prime Video, Warner Bros. Discovery, Canal+, Roku, Orange and Comcast.
Use the Broadcast Projects link for a 15% discount on all tickets The voucher code BPSMEL26 will be applied automatically at checkout.
IBC
The International Broadcasting Convention takes place at the RAI Exhibition Centre in Amsterdam from 11 to 14 September 2026.
Exhibition Opening Times
Friday, 11 September – 10:30 to 18:00
Saturday, 12 September – 09:30 to 18:00
Sunday, 13 September – 09:30 to 18:00
Monday, 14 September – 09:30 to 16:00
The IBC Conference
IBC now offers four principal pass types, so check carefully what is included before registering:
Visitor Pass – free until 29 August. This provides access to the exhibition, more than 1,200 exhibiting companies across 14 halls, the show-floor theatres, Future Tech and the Owner and Partner Programme, which deliver a multitude of free-to-attend sessions.
IBC Exchange Pass – a premium networking pass for attendees who want more structured conversations. It includes access to IBC Exchange, powered by Braindate, where you can create or join discussion topics and arrange one-to-one or small-group meetings before and during the show. Meetings take place in the dedicated Braindate Lounge within Future Tech in Hall 14. The pass also includes selected networking events and access to one conference session.
Technical Papers Pass – aimed at engineers and technical specialists. It includes the three-day Technical Papers Programme, the online Technical Papers Hub, IBC Exchange and full exhibition access.
Conference Pass – the most comprehensive option. It includes the full three-day conference, keynote sessions, the Technical Papers Programme, IBC Exchange, the Delegate Lounge, selected networking events, the Innovation Awards and full exhibition access. The IBC2026 Conference runs from 11 to 13 September and is organised around three core themes: Shifting Business Models, Transformative Tech, and People & Purpose. The programme examines practical AI deployment, audience fragmentation and personalisation, the transformation of sports rights and fandom, creator-led disruption, trust and authenticity, and the changing relationships between brands, platforms and audiences. Announced organisations include Banijay, BBC Studios, CNN, FIFA, Globo, Google, LaLiga, the EBU, JioStar and Crunchyroll.
Use the Broadcast Projects links to get a discount:
receive 10% off your Conference Pass - valid up until the show
register for a Free Visitor Pass - until 29 August. After that date, the pass costs €195.
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— 3 — Know the Show and Plan Before You Go
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 is an overview of what’s in each hall so you can better plan your visit.
Halls 1, 2 and 3: Delivery – Distribution, Satellite, Displays & Screens, Post Production
Hall 5: Content Everywhere – Monetisation & Ad Tech, Data Infrastructure & Cloud Services, OTT & Streaming, Sports Streaming Technology, Esports & Gaming, Cyber Security, Telecommunications
Halls 6 and 7: Delivery – Post Production, Virtual Production
Hall 8: Multi Technologies – Production, Management, Audio, Visual, Transmission, Esports/Gaming, Film & Cinema
Halls 9 and 10: Production – Production, Video Services
Halls 11, 12 and 13: Multi Technologies – Production, Management, Audio, Visual, Transmission, Esports/Gaming, Film & Cinema
Hall 14: Future Tech – Artificial Intelligence, Machine Learning, Esports/Gaming, Prosumer Tech, Creator Economy, Virtual Production
Outdoor Exhibitors - Dedicated outdoor exhibition space
Key Highlights and New Features for 2026
Future Tech grows again (Hall 14)
Future Tech returns to Hall 14 and will be approximately 30 per cent larger than in 2025. IBC is positioning it as an integrated destination for emerging technology, applied innovation, start-ups, skills, creators and networking. Expect AI, 5G, immersive and virtual production, sustainability, cloud-native systems and other technologies to be shown in a practical industry context.
Future Tech Ignite: a new start-up and entrepreneurial hub
New for 2026, Future Tech Ignite will connect more than 50 start-ups, entrepreneurs and emerging technologies with the wider media and entertainment ecosystem. It includes a Start-up Zone and Ignite Stage, with a four-day programme of future-focused content, talent and skills development sessions, and a new creative showcase.
EIT Culture & Creativity: Innovation Partner
EIT Culture & Creativity will have a major presence Future Tech as an the IBC’s Innovation Partner. The EU-backed organisation brings links to Europe’s start-up, research, investment, entrepreneurial and creative communities. Its role extends across Future Tech Ignite and the IBC Accelerator Media Innovation Programme, helping connect emerging ideas with practical industry applications. Visitors should look out for EIT Culture & Creativity’s presence in Hall 14, including its start-up village, and sessions on education, entrepreneurship and business development, plus start-up pitch sessions.
IBC Exchange, powered by Braindate
IBC Exchange is a new structured, peer-led networking and knowledge-sharing experience. Participants can create discussion topics, join conversations proposed by others, and arrange one-to-one or small-group Braindates. The dedicated Braindate Lounge will be located within Future Tech. Access depends on pass type, so check this before registering (see the links above).
IBC Connect
IBC Connect is another new initiative for 2026. It is a curated meetings programme designed to connect exhibitors with senior decision-makers and create more focused commercial conversations.
The 2026 Accelerator Media Innovation Programme
The Accelerator Programme remains at the heart of Future Tech. Eight Accelerator projects and one special Incubator project bring together broadcasters, streamers, live-production organisations, technology companies and research partners to develop practical responses to real industry challenges.
Participating organisations include the BBC, NBCUniversal, DAZN, ITV, Channel 4, Associated Press, Sky and Al Jazeera. The projects cover AI-led production, intelligent archive discovery, open 5G network control, immersive live experiences, next-generation streaming, accessibility, sustainability and trusted media infrastructure.
Network Control: Your Connection, Your Choice – uses open 5G network APIs to prioritise broadcast devices dynamically, helping maintain reliable, high-quality wireless video feeds in congested locations.
FRAMES: Federated Retrieval, Agentic Media Environment and Software (Defined Workflows) – connects broadcaster archives, creative teams and AI agents to improve content discovery and accelerate pre-production.
Q-Stream: Quantum Secure, Network-Adaptive, Verifiable, Live Media Infrastructure – combines predictive AI, semantic video compression and quantum-secure authentication to protect live broadcasts in bandwidth-constrained or contested environments.
VooPla: The Decision Twin – explores production-accurate digital twins of broadcast and virtual-production studios, enabling teams to assess technical feasibility, cost and sustainability earlier in the planning process.
AI for Live Sports and Beyond – investigates an AI-native platform that can automate live-media workflows, personalise content in real time and support new monetisation opportunities for sport and other live events.
Crystal Clear: Boosting Speech Intelligibility in Media – develops a practical metric for identifying dialogue-intelligibility problems and integrating accessibility checks into production workflows.
Delta Protocol: Live Media Reinvented – rethinks live streaming by transmitting meaningful events rather than complete frames, with content reconstructed at the destination to support more adaptive, personalised and efficient experiences.
IFeL: Immersive Festival Live – Remote Presence at Scale – prototypes an end-to-end immersive streaming workflow for music festivals, combining multiple viewpoints, spatial audio and interactive audience participation.
SMART STORIES: The Agentic Production Ecosystem – the 2026 Incubator project aims to establish an open standard that allows AI-enabled production systems to share structured story context from news gathering through to distribution.
The projects are developed over the months prior to the show, and demonstrated live in the Accelerator Zone in Hall 14. Google is the programme’s headline sponsor, EIT Culture & Creativity is the Innovation Partner, and AMD-HP and Shure are Associate Sponsors.
Content Everywhere is now concentrated in Hall 5
Content Everywhere is located exclusively in Hall 5 for 2026, rather than spanning Halls 4 and 5. Nearly 200 specialist exhibitors will focus on OTT, streaming, multiplatform delivery and the technologies supporting distribution, monetisation and audience engagement.
Talent, creators and future skills
The Talent Programme and Hackfest are returning within a broader skills and development offer. Future Tech Ignite will also bring students, creators, entrepreneurs and industry leaders together around themes including AI, the creator economy, sustainability, cybersecurity, entrepreneurship and future skills. Detailed dates and agendas should be added once published.
You can access the top IBC Show Features on this link.
Plan Your Networking Before You Go
Book Your Meetings in Advance
According to data previously published by the IBC organisers, the average visitor has 50 meetings at the show, of which only three are unplanned. Most meaningful conversations are therefore arranged before anyone steps onto the show floor, so we recommend starting your outreach in July.
Use the official IBC 2026 app and exhibitor directory to identify the people and companies you want to meet. Be clear about the purpose of each meeting so both sides arrive prepared. Reconfirm appointments a few days before the show and exchange mobile numbers, because schedules can shift quickly once everyone is in Amsterdam.
Factor in the RAI’s walking distances when planning your diary. Moving between distant halls can take 15 minutes or more, especially at busy times, so cluster meetings by hall or zone where possible.
Get Broadcast Projects’ Party & Event List and Find Out What Is Happening Around the Show
Every year, Broadcast Projects publishes what has become the go-to guide for anyone looking to make the most of IBC’s social scene. From invite-only receptions to open happy hours, casual meet-ups and late-night parties, the list covers the events people actually want to find.
It is one of the most comprehensive and widely shared directories of networking events at the broadcast and streaming media industry’s two biggest trade shows, IBC in Amsterdam and NAB in Las Vegas. Subscribers get early access to Broadcast Projects’ Party & Event List.
Another useful meeting point to know about is The Beach, the outdoor area beside the RAI where attendees gather throughout the day and, especially, for drinks in the evening. It is a good place for informal conversations, spontaneous introductions and catching up with people between scheduled events.
OTTRED is another useful resource. Its app, WhatsApp group, podcasts and meet-ups provide a real-time industry backchannel for finding out who is attending, what people are discussing and what is happening around the show.
— 4 — Plan Your Travel
IBC provides travel and accommodation information covering hotels, public transport and routes into Amsterdam. Read the official guidance, then validate what works best for your own itinerary.
Things to know:
The complimentary airport shuttle remains discontinued as of 2025, due to new sustainability commitments implemented by IBC.
The train from Schiphol to Amsterdam RAI is usually the most efficient route, but make sure the service you board specifically lists Amsterdam RAI as a stop.
IBC offers a free travel pass for the duration of the show. It provides access to the GVB tram, bus and metro network and is integrated directly into attendee badges.
If you are travelling from the UK, direct Eurostar services between London and Amsterdam are operating again. Check your specific train and timetable, as engineering works and service patterns can still change. The Flint Green Line is a unique networking event taking place in a dedicated Eurostar carriage heading to IBC Show. Info here.
RAI Hotel Services is the exclusive official housing agent for IBC 2026, and offers competitive rates, a wide selection of hotels and complete price transparency. They are also very nice to work with and very efficient, from past experiences. Learn more here.
A Word about Schiphol and Avoiding the Queues
The extreme queues seen at Schiphol in 2022 have not become the permanent norm, but the airport can still experience serious congestion. In 2026, staffing problems, busy travel periods and new EU border-control procedures have all contributed to longer waits at security and passport control.
If you are flying through Schiphol, download the official Schipol Airport App to check live flight information, gate changes, delays and current waiting times. Follow the arrival guidance issued by your airline and allow additional time if you are travelling on a non-EU passport.
You can also pre-book a free 15-minute security timeslot from three days before departure. After checking in, go to the dedicated timeslot lane and scan the QR code supplied with your booking. This will not eliminate every possible delay, particularly at passport control, but it should make the security stage more predictable.
— 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: at the time of writing the 2026 badge collection points have not yet been published.
Tip: Don’t forget to bring your registration confirmation and photo ID—you’ll need these to pick up your badge.
Wi-Fi Access
Free Wi-Fi is generally available throughout the RAI, although speed and reliability can vary when the show floor is busy. If you need a stable connection for calls, uploads or live demonstrations, keep a mobile hotspot or other backup available.
Stake Out Your Meeting Spots
There is an alternative to spending the whole day walking between stands: find a reliable meeting point and ask people to come to you. Quiet lounges, upper-level foyers and less crowded catering areas are especially useful for sensitive or last-minute conversations. Check the final 2026 floor plan for the current lounge names and locations.
Restrictions on Filming and Photography
IBC allows attendees to take photographs for their own private use. However, commercial photography, filming or recording of any part of the show is not permitted without prior written consent from IBC. Permission requests should be sent to press@ibc.org. You must not video, film, livestream or otherwise record any seminar, session, exhibit or attendee without IBC’s prior written approval. This includes audio recordings. Check the 2026 attendee terms and conditions.
— 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 everything from world-class museums to markets, neighbourhood cafés and canal-side walks. For current information about attractions, restaurants and events, use Iamsterdam, the city’s official visitor guide.
Iconic Sights and Museums
Rijksmuseum – masterpieces by Rembrandt, Vermeer and other Dutch Golden Age painters.
Van Gogh Museum – an intimate look at the artist’s life and work.
Anne Frank House – a deeply moving visit; advance booking is essential.
Stedelijk Museum – modern and contemporary art and design.
Neighbourhoods and Classic Experiences
De Negen Straatjes (Nine Streets) – canalside boutiques, cafés and small galleries.
Jordaan – picturesque streets, brown cafés and an easy place to wander.
De Pijp – a lively neighbourhood that includes the Albert Cuyp Market.
Take a canal cruise, sample fresh stroopwafels, or spend an hour in Vondelpark.
A Word to the Wise
· Do not photograph sex workers or windows in the Red Light District.
Read Amsterdam’s official guidance on coffeeshops and public cannabis use. A new law introduced in May 2023 bans smoking cannabis on the street in part of the city and tightens rules on tourist behaviour.
— 7 — Be Comfortable
Amsterdam weather in September can vary sharply. It may be warm, wet, windy or unexpectedly cool. Check the forecast several days before travelling. Bring layers and a compact umbrella.
Bring Provisions
Carry nuts, energy bars or other small snacks to keep you going. The days are long, queues can be unpredictable and skipping food is not a badge of honor. If you are exhibiting, keep water available for stand staff and guests.
Take Care of Your Feet
Wear comfortable, broken-in shoes. The distances are substantial, and four days of standing and walking will expose any weakness in your footwear. Carry blister plasters such as Compeed as an emergency measure. In case you get caught out, you will find a pharmacy in the small shopping center across from the RAI, for provisions and emergency supplies).
Shopping and Restaurants Near the RAI
The area around Europaplein includes supermarkets, pharmacies, cafés and restaurants, which are useful for emergency supplies or a quieter meal away from the show. To get there, leave the RAI and veer right across the big road called Europaplein, directly behind the tram stops!
There is a Dirk Supermarket directly across from the RAI. And Holland’s most famous supermarket chain, Albert Heijn, can also be found nearby. In the same area there is a decent restaurant just next door called Kreeftenbar which offers "Sushi and Lobster". It is a reasonably priced spot near the RAI where you can eat well and have a moment of quiet amidst the manic IBC rush.
— 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 Good Impression
Prepare a 10–15 second introduction: who you are, what you do and why it matters.
Do not launch into a sales pitch at people on stands; they are there to sell. Start with interest, curiosity and listening.
Match the formality of the setting and choose opinions carefully, especially if you are new to the industry.
Broadcast Projects’ No-Default Option: The Engineers Guide to Trade Shows and Social Events can help you sharpen your skills.
Senior people are are very busy. Read the signals and do not linger if they are obviously time-pressed.
If you do not have a pre-booked follow-on appointment, be especially mindful of other people’s schedules.
Using Social Media
Keep your LinkedIn profile complete and current; it is where people often validate someone they have just met.
Use #IBC2026 and #IBCShow, and tag @IBCShow where relevant.
Search LinkedIn and other platforms for those hashtags before the show to identify attendees and conversations.
— 9 — Enjoy Yourself
Above all, soak it in.
Trade shows are both a skill and a test, and there’s a first time for everyone!
You will meet people, learn a great deal and probably enjoy yourself more once you stop trying to see and do everything. Go with aplan. Your plan. And remember: Better done than perfect!
Wishing you a successful and enjoyable IBC2026.
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:
Last updated: 19 July 2026
Originally published: 29 August 2019 by Janet Greco
Previous 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
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