The Movement Image Affiliation, which incorporates Netflix, Disney, Amazon Prime Video, and Paramount, and the Streaming Innovation Alliance, which incorporates Netflix, Disney, Peacock, and Pluto TV, opposed the invoice. The teams argued that “many” streaming providers have been already attempting to handle the “loudness of ads that come from server-side advert insertion which may be inconsistent with the loudness of the applications,” per a state Meeting evaluation (PDF) from September 2025. Server-side advertisements can have differing volumes on account of firms utilizing varied encoding pipelines.
Moreover, because the opposing teams beforehand identified, streaming providers should cope with a broad vary of output units, together with TVs, tablets, and telephones.
Reporting on how streaming providers may observe the California regulation, commerce publication TV Tech in December reported: “Streaming suppliers might want to combine file-based and, in some instances, real-time processing and loudness management into their server-side industrial insertion workflow, simply as they presently do for his or her major programming.”
The obstacles in managing the loudness of advertisements are underscored when contemplating the dissatisfaction that continues to be amongst broadcast, cable, and satellite tv for pc viewers. The FCC mentioned it acquired “at the least” 1,700 complaints about this in 2024, about 825 in 2023, and roughly 750 in 2022.
