The Motion Picture Association, which includes Netflix, Disney, Amazon Prime Video and Paramount, and the Streaming Innovation Alliance, which includes Netflix, Disney, Peacock and Pluto TV, opposed the bill. The groups claimed that “many” streaming services already try to control “advertising noise from server-side ad insertion that doesn’t match the pitch of the programs”. (PDF) From September 2025. Server-side ads may have different volumes due to companies using different encoding pipelines.
In addition, as the other side mentioned earlier, streaming services have to contend with a wide variety of output devices, including TVs, tablets, and phones.
A report on how streaming services can comply with California law, trade publication TV Tech reported in December: “Streaming providers should integrate file-based, and in some cases real-time, processing and volume control into their server-side commercial input workflow, as they currently do for mainstream programming.”
Given the remaining dissatisfaction among broadcast, cable and satellite viewers, the barriers to managing the height of ads are highlighted. The FCC said it received “at least.” 1700 complaints About this in 2024, about 825 in 2023, and about 750 in 2022.
