California is taking a stand against one of the most annoying habits of modern streaming: loud, jarring advertisements. Beginning July 1, 2026, a new California law will require that commercials on streaming platforms like Netflix, Hulu, Disney+, Prime Video, Max, and Paramount Plus cannot play louder than the shows viewers are watching. The law, signed by Governor Gavin Newsom, comes after repeated complaints from residents startled by sudden spikes in ad volume.

The regulation is designed to make streaming a calmer, more enjoyable experience. According to Governor Newsom,

“We heard Californians loud and clear, and they don’t want commercials to be louder than the shows they’re watching.”

Story Highlights

• Streaming ads on Netflix, Hulu, Disney+, Prime Video, Max, and Paramount Plus must now match show volume.

• Law expands the CALM Act of 2010, previously limited to TV commercials.

• Inspired by real-life struggles of parents with newborns disturbed by loud ads.

• Could encourage streaming platforms to adopt similar measures across the United States.

The law specifically mandates that streaming companies cannot transmit the audio of commercials louder than the content they accompany. This rule ensures that users can watch their favorite shows, movies, and series without being interrupted by loud, intrusive advertisements.

California’s new regulation builds on the Commercial Advertisement Loudness Mitigation (CALM) Act of 2010, which successfully limited loud TV commercials. Until now, streaming services were not covered under this law, leaving millions of viewers exposed to unexpected audio spikes. With streaming becoming an essential part of modern entertainment, the law fills a critical gap.

The bill was introduced by California Senator Tom Umberg, who credited the idea to his legislative director, Zach Keller. Keller’s newborn daughter reportedly woke frequently due to excessively loud streaming ads. Umberg explained the personal motivation behind the law:

“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.”

By ensuring that streaming ads follow the same standards as traditional TV commercials, the law promises a small but meaningful improvement in daily life. Families across California will be able to watch shows peacefully, without sudden disruptions from overly loud advertisements.

Experts believe the new law could have broader implications. California, as the hub of the entertainment industry, often sets trends for nationwide policies. Once major streaming platforms adjust their systems to comply with the law, they may implement the same measures across the United States. This could benefit millions of viewers, creating a more consistent and pleasant streaming experience everywhere.

FAQs
When will the law take effect? July 1, 2026.
Which services are affected? Netflix, Hulu, Disney+, Max, Prime Video, and Paramount Plus.
Why was the law introduced? To stop ads from playing louder than shows, following repeated viewer complaints.

With streaming continuing to dominate home entertainment, this California law marks a significant step in protecting viewers from intrusive audio spikes, ensuring that watching Netflix, Hulu, Disney+, and other platforms remains an enjoyable, uninterrupted experience.

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