From Playground to Stage: Discover the Creator Hub

IFA knows that innovation not only happens on the stage but also in the livestreaming. With the Creator Hub a space is created where influencers don’t just report – they turn IFA itself into content.

The smell of freshly brewed coffee lingers, soft light falls on the polished glass of cameras and a low hum of fans and lenses can be heard everywhere. Among tripods, laptops and cables people move around with smartphones, gimbals and microphones. These are not just a guests, but broadcasters – live, connected and backed by their community.

The Creator Hub at the Palais am Funkturm is the heart of IFA 2025’s social media presence. It is a studio, workshop and stage all in one. At one end of the room creators edit their clips right after filming. At another they test cameras, microphones and look for the perfect spot for a photo. On the Creator Stage panels alternate with live demos, while the Inner Circle offers an exclusive retreat for conversations.

This year the Hub welcomes TikTok as a prominent partner: in the TikTok Shop creators present products live, interact with viewers and combine entertainment with a direct shopping experience.

More than 1500 creators are expected this year. All of them contribute to making IFA present not only on-site but also in feeds, stories and reels far beyond the exhibition grounds. The Hub is thus a strategic cornerstone: it connects the physical IFA with the digital world – and makes IFA tangible for audiences who cannot make it to the Funkturm.

Jay, known online as dasistjay, speaks quickly. Not in a rushed way but with a drive full of enthusiasm. Almost 1.5 million people follow him on TikTok, YouTube and Instagram when he unboxes gadgets, explains trends and predicts the next big leap in the tech world. This year he is one of IFA’s official ambassadors. 

Jay, you are one of four creator ambassadors at IFA 2025. What attracts you to this role?

It is a mix of responsibility and adventure. IFA is one of the global meeting points for technology – and here I can share my curiosity with an even bigger audience. It is not just about devices but about how they change our lives.

Which developments do you look at particularly closely?

I am fascinated by technologies that will one day be taken for granted. The first smartphone, the move to wireless headphones, the current wave of artificial intelligence. These shifts from innovation to everyday life are exciting.

How do you prepare for IFA?

My calendar is my compass. I know exactly when and where I need to be. I film almost everything and select the most exciting parts afterwards.

What makes the link between social media and technology so appealing? 

Without technology there would be no social media. We hold the key technology in our hands every day: a smartphone, a tiny high-performance computer. Many forget how much engineering skill and development work goes into this everyday object.

You reach over one million followers – what resonates with your community?

Everything that is close to the user. Unboxings, reviews but also news from the digital world. Things that help people make decisions and are not just nice to look at.