I’d mark all the TV, PC, IoT on all the walls and then run it back to the utility closet. If it were me I’d go ahead and make some extra runs in the ceiling to put some UniFi access points for WiFi. I’d also put a UniFi switch to power the access points with PoE. Once you figure out how many devices you plan on wiring up depends on the switch you’ll buy. If you get close to saturating a 24 port switch I’d recommend going with a 48 just so you have expandability later. I’d also recommend leaving a pull cord at each drop in case you need to pull more later. You’ll want to go with CAT6 or CAT6e.