I thought this part was interesting:

> The New York Times provided one of the few available data points, stating that only a fraction of readers interact with non-static content, and suggested that designers should move away from interactivity

Then their citation [1] mentions: "Why? ... Users just want to scroll"

It seems like this is the approach a lot of interactive articles use these days, where most of the "interactive" content is still shown by default as the user scrolls.

[1] https://github.com/archietse/malofiej-2016/blob/master/tse-m...