The answer for me, it depends on the system synergy and the Voltage drive of the pre-amp to power-amp. Using my LTA preamp, when connected to the XA-25 driving the Falcon Gold Badge, it's normally at 50%, but when I have the X150.5 with a voltage driver pre, that sets the volume to 40%.
BUT I have never noticed the sound getting "thin" as the volume setting is increased. To me it EVERYTHING gets louder until my ears cannot take it anymore.
As expected, if the recording is bad (for all the wrong reasons) YMMV.
but a good recording, be it streaming or Vinyl, the settings above is my DeFacto standard,
sometimes, I would pop it up another 20 to 30 DB to just my blood pressure up :)