US EditionAmazon Prime Video Quietly Doubles ad Time; Viewers Notice the Change
CALIFORNIA, JUL 11 – The bill seeks to enforce a 15-year-old federal loudness standard on streaming ads, addressing viewer complaints despite opposition from California's entertainment industry.
- The California Assembly this week advanced Senate Bill 576, barring Netflix and Hulu from airing commercial audio louder than programming.
- Parental complaints about jarring streaming ads waking babies prompted Senator Tom Umberg to introduce SB 576, extending the 2010 federal CALM Act to streaming platforms.
- Industry groups note that the MPAA donated over $204,000 since 2015, and streaming ads are paired with digital files in real time, complicating volume control.
- If enacted, streaming services like Netflix and Hulu must meet volume limits by July 1, 2026, if the bill is signed into law.
- Beyond California, the proposed law could inspire other states to adopt similar streaming ad volume regulations, establishing a national precedent.
13 Articles
13 Articles
New bill aims to dial down excessively loud ads New bill aims to dial ...
Bill to Prevent Streaming Services From Airing Ads That Are Too Loud Continues Rise Through The Assembly – California Globe
A bill to prevent video streaming services in California from airing commercial advertisement audio at levels louder than primary video content continued to rise in the Assembly this week, with a full Assembly vote likely to come soon. Senate Bill 576, authored by Senator Tom Umberg (D-Santa Ana), would prohibit a video streaming service that serves consumers in the state from transmitting the audio of commercial advertisements louder than the v…
Cal Matters
Sick of loud ads on Netflix? A proposed California law would turn down the volume
In summary After his staffer’s baby was woken up by a loud ad on a streaming service, a California senator took action to force streamers to turn down the volume on commercials. The entertainment industry is fighting it. Ever been streaming a show or a movie and been jolted out of your entertainment reverie by an ad so loud it felt like it rattled the windows? If California’s lawmakers have their way, those blaring commercials on streaming platf…
Amazon Prime Video quietly doubles ad time; viewers notice the change
Amazon Prime Video has been quietly increasing the number of commercials viewers see while watching movies and shows, according to a new report from Adweek.The streaming service, which first introduced ads just over a year ago, has reportedly doubled its commercial load from 2-3 minutes per hour to 5-6 minutes for many movies and shows. The platform comes with Amazon Prime subscriptions.Guinevere Highgate lives in Milwaukee and is a Prime Video …
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