See the below threads where a similar kind of query has been addressed.
Hope this can be related to your issue as well.
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it plays once because you set it to do that... set it to play forever in the export setting when you make it and it works fine.
to be clear, animated gif for internet should ALWAYS be play forever
example = SD1
Yes I'm aware of that, it's been set accordingly. The problem is that it works perfectly when previewed in the browser but it stops working once the page is published.
Can you share the URL here for testing purposes?