00:00Streaming platforms face new California law restricting ad loudness.
00:05Finally, some quiet.
00:07Loud TV commercials can ruin a quiet evening really quickly.
00:11California just adopted a first-in-the-nation law to cap the volume of ads on streaming platforms.
00:19Loudness rules depend on overall time average sound levels rather than short-term, instantaneous audio intensity fluctuations.
00:27Regulators close loopholes, yet the core idea remains.
00:30Make ads stand out without technically breaking the rules.
00:37After years of public complaints, Congress passed the Commercial Advertisement Loudness Mitigation Act in 2010.
00:43And the FCC implemented rules requiring ads to match the volume of their programs.
00:48Average volume measures overall sound level, while moment-to-moment loudness changes with sudden or brief sounds.
00:58A tightly compressed ad can still feel aggressive compared to programs, even if it technically complies with regulations.
01:04The Calm Act covered TV channels and cable or satellite services, but not online streaming platforms.
01:15As streaming grew, viewers again faced overly loud ads, often much louder than the shows they interrupted.
01:21The law takes effect in July 2026, giving platforms time to audit their libraries and normalize any loudness issues.
01:33Platforms will also run automatic loudness checks at a few points in the pipeline.
01:37Many platforms will likely adopt California's standards nationwide, reducing volume spikes so viewers across the U.S. can enjoy a more consistent and comfortable viewing experience.
01:53The new California law is the streaming era sequel to that earlier battle.
01:58Platforms have to smooth out these technical issues without killing the creative spark.
02:02Streaming platforms receive ad files from agencies and partners.
02:09They run those files through quality checks that measure loudness against a standard target.
02:15Only when the ad matches the program's overall loudness does it move into the rotation.
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