Canela Media announced the launch of Club Canela—a new in-app rewards program that lets users earn points for watching, sharing, and engaging with content. It’s simple. It’s smart. And while it might not look like much on the surface, this is the kind of move that should raise eyebrows in product meetings across the streaming industry.
Because beneath the headlines and the press-release buzzwords lies a fundamental challenge the industry still hasn’t solved: how to get people to come back.
For far too long, this industry has clung to the myth that content is king. “Spray and pray” has become the default strategy: pump out enough shows, cross your fingers one sticks, and pray that viewers don’t ghost you a week later. When they inevitably do, what do we hear?
“Well…TV is both an art and a science.”
Sure, Bob. And when churn spikes, we get the same song and dance: “Churn’s high this month, but hey, it’s high across the industry.” As if that makes it okay. As if this is some unsolvable mystery instead of a predictable failure of strategy.
Here’s a thought—maybe it’s not just that your content “didn’t pop.” Maybe it’s because your product is built for occasional viewing, not habitual engagement. You’re reacting to churn like it’s weather—something to check and complain about—rather than something you can actually engineer around.
We don’t need more reactive churn charts. We need proactive habit loops.
That’s the shift. Instead of waiting until the numbers nosedive to ask, “Ope, what happened?”—and yes, I hear that in my Midwestern grandma’s voice—we need to build systems that create daily behavioral traction before people disappear.
That means more than just throwing content at the wall. It means giving users reasons to return that go beyond “a new episode just dropped.” It means building experiences that feel rewarding—literally and psychologically. Systems that say, “Come back tomorrow, and it’ll be worth it.” Not just “We spent $300 million on this franchise, so…please?”
The Take
This matters because loyalty isn’t just a marketing strategy—it’s infrastructure.
Club Canela isn’t interesting because it’s flashy. It’s interesting because it speaks to something the rest of the industry has ignored: frequency is the foundation of streaming economics.
Let’s break this down:
- More frequency → more sessions
- More sessions → more watch time
- More watch time → more ads served
- More ads served → more revenue
- More revenue → actual, sustainable growth
That’s not a theory. That’s math.
And here’s the kicker: behavioral science backs it up. The cue-routine-reward loop that drives engagement in everything from mobile games to fitness apps also works effectively in streaming. You just have to build it into the product—on purpose. Most platforms don’t. They’re too busy chasing subscriber growth and launching yet another banner original to chase awards and headlines.
And then there’s the whole part about business units not really speaking to other business units, or every department is chasing conflicting KPI, but I digress…
Meanwhile, streaming’s best-kept secret is sitting in plain sight: if you get people to return just one more time per week, your revenue model transforms. Loyalty isn’t fluff. It’s conversion. It’s retention. It’s the entire playbook for turning a passive viewer into a more profitable one.
That’s why Club Canela is a moment. It’s not the rewards themselves—it’s what they represent: a strategic shift from hoping audiences will show up to incentivize them to stay. From relying on content alone to building an experience that creates habit. From reacting to churn to preventing it.
This is the future. And it’s not about having the best show. It’s about building the best reason to come back.
