An internet-of-things (IoT) distribution hub enables delivery of formatted IoT data to any of multiple hosting platforms as dynamically configurable by an IoT device owner. A service node in a distributed network provides, to an IoT device, a device key for accessing an IoT distribution network. The service node receives a selection of a hosting platform for the IoT device, wherein the selected hosting platform is one from a group of available hosting platforms available through the IoT distribution network. The service node maps the IoT device to a virtual device proxy for the selected hosting platform and receives a request from the IoT device to forward IoT data. The request includes the device key. The service node forwards the IoT data to the selected hosting platform via the virtual device proxy.