Vinyl on NAD M10 lower volume


Hi, I am a very happy owner of the NAD M10. I also bought it to listen to vinyl and I notice a significant drop in volume compared to streaming when playing a LP. Need to turn up the volume about 15-20 points to get to the same level as streaming. 
Any ideas on how to improve this?

Thinking of upgrading the phono preamp but I am not sure if this will work. Someone pointed out that it might have something to do with the ADC conversion that happens in the amp. 
This would suggest an external ADC converter might help. 

All tips are much appreciated.

Current setup:

NAD M10
B&W 705 Signature 
Rega P3
Rega fono mini preamp
remmy
I believe the M10 has a preset function within BluOS. That should mean you can create selections of input source and volume setting to level the perceived change when switching from phono (coming in on Line 1 or 2) to Tidal or whatever. Non-problem solved! You just have to change input using your custom presets instead of from the input list in the “hamburger menu”. 
The volume level of vinyl is very dependent on a lot of things the gain of the phono stage, the output of the cartridge, and the gain of the line stage. The turntable should be more loud than a tuner or tape deck but will never be as loud as a digital source unless you have too much phono stage gain but then you will hear distortion in your records because the gain is too high.
I am glad crustycoot is familiar with the device. Yes, many preamps have a “trim level” or trim control to match levels, and fortunately it sounds like the M10 does. You are in luck. Enjoy the music. 
All depends on the gain in phono preamp, assuming it is adjustable. Always best to go with a separate phone preamp for more flexibility. All in one box is a compromise most always.
As many others have said, it's just how these things behave. I experience the exact same phenomenon on my NAD M33; streaming music (which if we're being technical is the streamer/DAC baked into our units) has lot of output at volume level 50(ish) and when I switch to the Phono input, I usually bring it up to 65-70. There's nothing wrong with your setup!