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
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!
I am curious.  I picked up an M10 a short while ago knowing that the analog inputs are converted to digital.  I can’t however find if it is at 16/44, 16/48, 24/192...does anyone have a source with a definitive answer?  Thanks.