California Passes New Law to Ban Loud Streaming Ads on Netflix, Hulu and More

California has passed a new law that will stop streaming platforms from playing commercials louder than the shows they interrupt. Governor Gavin Newsom signed the bill on October 7, 2025, ensuring that ads on Netflix, Hulu, Disney+, Max, Prime Video, and other platforms will match the volume of regular content starting July 1, 2026.

The move comes after years of complaints from Californians who said sudden ad blasts disturbed their viewing experience. The law expands existing television rules to include digital streaming for the first time, setting a precedent that could influence the rest of the country.

What the New California Law Means for Streaming Ads

The law requires streaming services to keep the volume of ads consistent with the programs they appear in. This closes a major loophole left by the federal Commercial Advertisement Loudness Mitigation (CALM) Act of 2010, which banned loud TV commercials but did not cover streaming platforms. According to Governor Newsom, Californians “don’t want commercials to be louder than the shows they’re watching.”

The bill was introduced by State Senator Tom Umberg after his legislative director, Zach Keller, experienced the issue firsthand. Keller’s newborn daughter was repeatedly startled awake by loud ads on streaming services. “This bill was inspired by baby Samantha and every exhausted parent who’s finally gotten a baby to sleep, only to have a blaring streaming ad undo all that hard work,” Umberg said.

Streaming platforms will have to adjust their audio delivery systems to comply. Ads will need to match program loudness levels, preventing unexpected jumps in volume that frustrate viewers.

Industry and Audience Impact

The new regulation could have ripple effects across the United States. Because California is a major market for entertainment and tech, industry experts predict that streaming platforms may choose to adopt uniform ad volume standards nationwide rather than maintain separate systems. This would benefit millions of viewers who watch ad-supported tiers of Netflix, Hulu, Disney+, Max, Prime Video, and other services.

For consumers, the change promises a smoother and less disruptive viewing experience, especially for families and night-time watchers. For advertisers, it means adjusting creative production to meet new technical standards, but experts say it won’t reduce ad effectiveness — only the shock factor.

California’s decision to expand the CALM Act into the digital era is a major win for viewers tired of unpredictable ad volume spikes. Starting July 1, 2026, streaming audiences will get a more balanced and comfortable audio experience without the jarring sound jumps that have long frustrated households.

FYI (keeping you in the loop)-

Q1: When will the new California streaming ad law take effect?

The law goes into effect on July 1, 2026.

Q2: Which streaming platforms must follow this rule?

Netflix, Hulu, Disney+, Max, Prime Video, and Paramount Plus are included.

Q3: Why did California pass this law?

It was created after viewers complained about loud ads, and lawmakers wanted to extend TV ad rules to streaming platforms.

Q4: Will this law affect other states?

It could. Because California is a big market, platforms may apply the same standards nationwide.

Q5: What was the previous law about loud ads?

The CALM Act of 2010 regulated TV commercials but didn’t cover streaming services.