Televisionation—Talk Back to Television: Hub’s Giegengack on Gen Z Viewing Behavior

July 9, 2026

Talk Back to Television welcomes our favorite industry soothsayer, Jon Giegengack from Hub Entertainment Research. We start with Hub’s new study on ad tolerance by the Gen Z audience, and quickly shift into (Matt Keys, my favorite industry journalist, will appreciate this) the Who, When, Where, Why and especially WHAT the Gen Z audience wants to watch. Because while the Gen Z age group variously runs from 14 to 29, those teens are going to be breadwinners in the blink of an eye: Just ask the execs who started MTV!