Back in the pre-Leopard days of Mac OS X there was a Plantronics iTunes add-on called Volume Logic that did exactly what you are looking for. The add-on dynamically held the volume gain to a desired level of loudness for any program material played through iTunes, be that music, video, TV shows, or movies. This add-on only worked within iTunes so that same program material was unaffected by it when played using outside apps, such as QuickTime player or what have you.
In the days of Leopard and beyond, the iTunes architecture changed enough that made this add-on no longer functional. Apple seems to have taken great strides in plugging the "holes" in their program interfaces that allowed apps like Volume Logic to work. That doesn't mean it can't be done, but to achieve the same result workarounds involving a few additional pieces of software need to be used.
My workaround is to use Rogue Amoeba's "Audio Hi-Jack Pro" (a third-party extra cost app) in combination with a multi-band dynamic compressor plug-in (like Apple's AUDynamicsProcessor or AUMultibandCompressor audio units, both of which are included with Mac OS X) to regulate the sound from any app, service, or device.
The very simplified method is to:
- Add an app, service, or device to Audio Hi-Jack Pro's (AHJP) source list
- Edit the configuration for that newly added source to include any real-time processing to be done via audio plug-ins (AU, VST, LADSPA supported)
- Tweak the plug-ins for desired effect
- Play the source with AHJP running in the background
It works, but only to the degree with which you are willing to learn how to set up an audio signal chain, choosing and using the appropriate plug-ins, and tweaking the performance of the entire process while balancing out the desired effect with processor load across the computer as a whole. Real-time audio signal processing can be a bear to learn and a CPU-hog for mid to lower powered computers. The current crop of i3/5/7 processors should have no problems at all and even Core 2 Duo processors should be unaffected. Processors older than that, though, may be limited to only processing lower resolution audio signals.
This may not be an approach used by those seeking a simplified method of automatic gain control (AGC). I'm not sure what the issue is with bringing such technology to the masses but I've not seen anything that processes audio in real-time at the consumer level since the end of Volume Logic.