Having exactly the same behaviour on my q90t tv and q950t soundbar. Volume is set to double compared to other streaming apps or live tv. Plus the lack of atmos in the native app is a joke.
Update: It was the apps on the TV. Bought an Apple TV 4K and all of the apps are loud now, and the picture looks even clearer. Basically, the TV is just a monitor at this point.
I'm sorry to hear that, this would be an app issue I would recommend reaching out to HBO Max support for more information.
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I have the 2020 Frame 55" and have no sound issues with any of my apps - including HBO Max. Do you keep your TV updated? I have to use USB because the auto update built-in always says up-to-date when it's really not.