I would say depends on what I am listening to but in most part louder is quite nice :) However, if something is mixed badly this can cause issues. I’ve watched movies where 40% of the movie was really silent thus you had to bring he volume up and then it got so loud it was physically painful to listen to.
I mean I listen at maximum of -10dB MV on the receiver when watching UHD blu-rays and I can tell that my Arendal speakers can easily go MUCH MUCH higher if I asked them to :D