Once the offense gets a new set of downs between the 10 yard line on both sides of the field, they must travel 10 yards to get a new set of downs. If it is inside the 10, they cannot get a new set of downs except for a penalty situation or a multiple possession change.
Of course, once the ball is whistled "ready for play" by the referee, the outcome of the play and any possible penalties can change the amount of distance until they get a first down, but when the first down is decided until the ready for play whistle, it is 10 yards.
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