Club Canela, which launches this week, is “the first rewards program within a streaming app of its kind,” said Andrés Rincón, SVP of Sales for the U.S. Hispanic market at Canela Media, in an interview with PRODU during the 2025 Annual Summit of the Hispanic Marketing Council (HMC) in New York. Rincón shared some key points about Canela’s strategy leading up to its Upfront, set to take place on Monday, May 12, at AVRA Rockefeller Centre.
“We’re incredibly excited about Club Canela, which officially launches in mid-April. It’s the first rewards program in the AVOD space, designed specifically for the U.S. Hispanic audience. At its core, Club Canela rewards users simply for watching content. The more they engage, the more they receive—whether in the form of discounts, exclusive access, or curated experiences,” Rincón explained.
The executive noted that Club Canela is fully aligned with Canela’s mission to “build an entertainment company that leads through innovation.” It works in tandem with CAS — Canela Audience Solutions — their exclusive and unique OTT-first data product. “CAS allows us to understand our users on a deeper level: advanced audience segmentation with greater scale, precision, and accuracy, and Club Canela enables us to turn those insights into meaningful and rewarding interactions. For brands, this means targeted, measurable, and emotionally relevant campaigns.”
He added that with 76 million devices generating 20 million Canela IDs, they not only segment audiences but also apply advanced techniques to create personalized premium audiences for their brand partners, “reaching all Hispanics through our premium OTT partners with content in both English and Spanish.”
He pointed out that CAS can be used as a product for audience targeting, insights, and data.
CLUB CANELA REDEFINES THE INTERACTION BETWEEN USERS, CONTENT, AND BRANDS
He emphasized that Club Canela completely redefines the concept of interaction between users, content, and brands. “Club Canela adds a new layer of connection, not just between users and our platform, but also between users and brands. For advertisers, this means they can go beyond traditional ads. They can reward audiences with coupons, early access to premieres, behind-the-scenes content, or even immersive brand experiences, such as dinners with celebrities or personalized messages from talent,” he said.
Asked about client feedback on Club Canela, Rincón shared that during the national roadshow ahead of the Upfront, “the feedback from agencies and brand partners has been phenomenal. Club Canela is something they can integrate into any media strategy—at any time of year—and immediately activate user engagement. It’s flexible, scalable, and delivers real value to both consumers and advertisers,” he said.
He concluded by saying they see Club Canela as “a game-changer. It reflects our deep commitment to the Hispanic community and our focus on purposeful innovation. We’re proud to keep the platform free for consumers while opening up new and creative ways for brands to connect authentically. This is just the beginning.”
