Canela Media, a leading technology and innovation multicultural media company, today announced that its proprietary Hispanic Culture Cohorts are now available as targetable audience segments through Canela Audience Solutions. Announced on October 8, 2026 in New York, the new segments allow marketers to reach Hispanic consumers based on cultural identity, behaviors and affinity directly with Canela Media or through major DSPs and SSPs.
The segments build on Canela Media's Hispanic Culture Cohorts Study, released in August, which identified six cohorts defined by how people live, express and navigate their culture. To create the segments, Canela matched each cohort's demographic and behavioral profile to its Canela Audience Solutions data. This lets marketers move from the study's insights to activating them in campaigns.
The six cohorts, their share of study respondents, and the segment names marketers will find in each platform include Cultural Preservers at 27 percent, available as Canela Media Preservers, highly expressive and deeply rooted with 94 percent feeling responsibility to preserve culture; Cultural Navigators at 20 percent, available as Canela Media Navigators, internally anchored and bilingual with 92 percent moving easily between cultures; Cultural Remixers at 17 percent, available as Canela Media Remixers, deliberately bicultural with 98 percent identifying as both American and Hispanic/Latino; Culturally Fluid at 15 percent, available as Canela Media Fluid, effortlessly bicultural; Culturally Adjacent at 12 percent, available as Canela Media Adjacent, engaging selectively with 58 percent remaining proud of heritage; and Cultural Reactors at 9 percent, available as Canela Media Reactors, carrying connection through memory and nostalgia.
"Reaching Hispanic consumers isn't about picking one audience and one message," said Paula Baldwin, VP of Brand Partnerships at Canela Media. "The real opportunity is in how you use the cohorts together, with different creative environments and timing for each, all within the same campaign."
Whether buying direct with Canela Media or programmatically, marketers can now select the cohort, or combination of cohorts, that best aligns with a campaign's objectives. All six segments can be found under the Canela Media name in each platform. The offering enables brands to develop more intentional strategies around three broad approaches identified by Canela's research: SERVE connecting with Cultural Preservers and Culturally Fluid audiences through culturally rooted content; ENGAGE reaching Cultural Navigators and Cultural Remixers with timely, shareable and expressive content; and RECONNECT reconnecting with Culturally Adjacent and Cultural Reactors through emotional triggers such as nostalgia, family, community and familiarity.
"Now marketers can decide not just who to reach, but how and when," Baldwin added. "They can serve heritage-driven creative to Cultural Preservers, put timely, shareable content in front of Remixers and Navigators, and reach Culturally Adjacent audiences and Cultural Reactors in the moments when nostalgia hits hardest."
The Culture Cohorts segments add a new dimension to Canela Audience Solutions, which already moves beyond standard demographic definitions by incorporating cultural nuance, content consumption patterns and behavioral insights. With the cohorts, brands can now plan around how their audiences relate to culture, not just who they are or what they watch.
About Canela Media
Canela Media is an innovation and technology-driven media company connecting brands with U.S. Hispanic audiences through a portfolio of streaming, content, data, creative and audience engagement solutions. Its ecosystem includes Canela.TV, Canela Audience Solutions, Canela Studios and Club Canela, giving marketers multiple ways to reach and engage Hispanic audiences with scale, relevance and precision across and beyond Canela's platforms.
