Canela Media Brings Its Six Hispanic Culture Cohorts to Life with New Audience Segments Available Through Canela Audience Solutions

New audience segments allow marketers to reach Hispanic consumers based on cultural identity, behaviors and affinity

NEW YORK, Oct. 8, 2026 /PRNewswire/ -- 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. Marketers can activate the segments directly with Canela Media or through the major DSPs and SSPs they already use, giving them a new way to reach U.S. Hispanic consumers based on how they live, express and navigate their culture.

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.

"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."

The six cohorts, their share of study respondents, and the segment names marketers will find in each platform:

• Cultural Preservers (27%), available as Canela Media Preservers — Highly expressive and deeply rooted in their heritage, with content serving as a way to preserve and celebrate culture. 94% feel a responsibility to preserve and pass on their culture.
• Cultural Navigators (20%), available as Canela Media Navigators — Internally anchored and increasingly bilingual, moving comfortably between cultures on their own terms. 92% say they move easily between cultures.
• Cultural Remixers (17%), available as Canela Media Remixers — Deliberately bicultural, connecting two worlds and code-switching with intention. 98% identify as both American and Hispanic/Latino.
• Culturally Fluid (15%), available as Canela Media Fluid — Effortlessly bicultural, moving between cultures as a natural part of everyday life and scoring highest on bicultural measures.
• Culturally Adjacent (12%), available as Canela Media Adjacent — Engaging with culture selectively through influences such as music, food and aesthetics, with 58% remaining proud of their heritage.
• Cultural Reactors (9%), available as Canela Media Reactors — Carrying cultural connection through memory, nostalgia and emotional familiarity, creating opportunities for brands to re-engage cultural affinity.

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: Connect with Cultural Preservers and Culturally Fluid audiences through culturally rooted content that celebrates identity and representation.
• ENGAGE: Reach Cultural Navigators and Cultural Remixers with timely, shareable and expressive content that participates in the cultural conversation.
• RECONNECT: Reconnect 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.

The Culture Cohorts Study was conducted in May 2026 among 1,975 respondents and is proprietary research from Canela Media. The full report is available here for free download, and the white paper Canela Media's Hispanic Cultural Cohorts Study: How Culture, Content and Identity Shape Hispanic Brand Connection, published with Ad Age on September 15, is available here.

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.

For more information, visit: https://www.CanelaMedia.com

SOURCE Canela Media