We do know autoplaying videos is bad.
When users arrive at a webpage, they don’t appreciate being surprised by video or audio content that begins playing without their consent. Video, and the accompanying audio, can confuse or distract users, and can interfere with their consumption of content on the page.
But lets assume that user is fine with autoplaying video or they clicked play on the video. When user then starts to scroll the webpage past the video, video minimizes to the edge of the page, still playing.
Here is an example of one such video from Helsingin Sanomat. Screenshot of the same page:
Has anyone done or read studies concerning how users attend on these kind of videos? To me it seems users' attention is on the news text itself. Does this attention differ if the video playing is an ad?