Yes.I'd think it's quite likely to be the source content volume.
For example, my terrestrial tv sound is louder than netflix etc., so my tv's default volume upon turning on is fine for normal tv, but whenever I stream I need to increase the volume 'number' by 15-20%
Movies, in particular, have a wide dynamic range, and the dialogue can sound small. In the case of AVRs, the dynamic range auto-adjustment function may solve the problem a little, but I haven't tried it.