Introduction
Loud ads have always been a source of frustration for viewers, especially when the ad volume surpasses that of the main content. In California, this issue is set to be resolved with new legislation coming into effect on July 1, 2026. This law prohibits streaming services from playing ads at a volume higher than the content they accompany.
Background and Impact of the Law
The California law, signed by Governor Gavin Newsom in October 2025, follows similar legislation in Illinois, which will be enforced by July 2027. The aim is to create parity between streaming services and cable, satellite, and broadcast TV providers, who are already subject to the Commercial Advertisement Loudness Mitigation (CALM) Act. This federal law mandates that commercials be played at the same average volume as the programs they accompany.
Opposition and Technical Challenges
While the California law has been well-received by consumers, it faced opposition from major industry associations like the Motion Picture Association and the Streaming Innovation Alliance. These groups argue that many streaming services are already trying to manage ad loudness, primarily due to volume discrepancies caused by server-side ad insertion and a variety of encoding pipelines used by companies.
How Will Streaming Services Adapt?
Platforms like Netflix, Disney+, and Amazon Prime Video will likely need to adjust their systems to comply with this new legislation. Though details on how they will do this are not yet clear, it is likely these companies will apply these adjustments on a broader scale, beyond California. Indeed, managing volume differences across various devices such as TVs, tablets, and smartphones presents a significant technical challenge.
Consequences for Consumers and the Industry
For consumers, this law is a win, offering a more pleasant viewing experience without constantly adjusting the volume. For the industry, it could mean increased operational costs to update systems and ensure compliance.
Conclusion
The California law on ad volume marks a turning point in how content is consumed in the digital age. It could prompt other states to adopt similar regulations, pushing the industry towards more uniform sound volume standards. If you are running a tech company or are an entrepreneur in the streaming domain, understanding these new requirements and exploring how they could impact your business is crucial.
Let's discuss your project in 15 minutes.