Let the user start the video or audio on a page, or risk losing visitors. A notable exception is if the page in question exists solely to let people watch the video, like YouTube's pages for individual videos. The are other places to use autoplay well, but use it carefully. Taumata's twitter sums up the why:
If your site has music or video that autoplays (especially when it's way at the bottom or otherwise hidden) I will never come back.
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