Are you one of those people who likes to relax and unwind, binge-watching your favorite shows or movies on Amazon Prime Video? Have you ever been startled by the loud volume of ads that occasionally pop up during your viewing sessions?
Well, you’re not alone. Many users have noticed and complained about the significant sound difference between Amazon Prime Video content and the ads that play in between. So, why are these ads so loud? Let’s explore this issue.
The CALM Act and Broadcast TV
Interestingly, the issue of loud commercials is not exclusive to Amazon Prime Video. This has been a problem across numerous TV platforms, leading to the creation of the Commercial Advertisement Loudness Mitigation (CALM) Act in the United States in 2010.
The CALM Act was implemented to prevent TV stations and cable providers from raising the volume of commercials above the programs average loudness.
However, there is a catch. The CALM Act only applies to broadcast television and not to streaming services like Amazon Prime Video. This means that streaming platforms can still increase the volume of their ads without facing any penalties or restrictions. The same issue often happens on Hulu.
Attention-Grabbing Advertisements
One of the primary reasons companies create loud advertisements is to grab the attention of potential customers. When an ad’s volume is higher than the content it’s interrupting, it’s more likely to capture the viewer’s attention. As much as we all despise loud commercials, effective advertising is ultimately a numbers game – if an ad can reach as many people as possible, it’s bound to generate a reasonable number of clicks or leads.
Streaming services like Amazon Prime Video rely on ad revenue to maintain the affordability of subscription charges, which prompts them to maintain ads that are difficult to ignore.
Different Audio Normalization Techniques
Another contributing factor to the disparity in sound levels between content and ads is the difference in audio normalization techniques employed by streaming platforms. While streaming services try their best to avoid sudden sound level changes, they might not always succeed in maintaining a consistent audio level.
The International Telecommunications Union, ITU-R BS.1770, has set an international standard for loudness measurement and normalization, known as Loudness Units Full Scale (LUFS). While the ITU-R BS.1770 standard has been widely adopted, a discrepancy between content and ad loudness may still occur depending on how the ads and content were produced and mixed.
What Can Amazon Prime Video Do to Fix the Issue?
While streaming platforms like Amazon Prime Video might not face any legal penalties for having loud ads, it’s in their best interest to maintain their user base and keep viewers happy. Amazon could work on updating its ad volume standards and adopt international loudness standards to better manage the difference in sound levels.
Alternatively, Amazon could offer an ad-free subscription plan for its users. This would not only satisfy users looking for a more seamless experience but can potentially generate more revenue for the platform if the ad-free subscription is priced higher than the regular plan.
If you find Amazon ads to be too loud, report this to customer service to encourage them to make a change.
In Conclusion
There’s more than one reason behind the startlingly loud Amazon Prime Video ads, including the lack of regulation, attention-grabbing strategies, and different audio normalization techniques.
However, it’s crucial for Amazon to consider user experience and satisfaction while working on a solution that addresses this issue. Until then, you might have to be prepared to hit the mute button or adjust the volume when an ad starts playing.
