Splitting can go wherever it is most convenient. A 2-way splitter drops the signal about 3.5 dB.....3 dB being half the power in to each port, plus about 1/2 dB of connector loss. Don't fool around with any amplifiers, unless you know exactly what you're doing. They can be tricky, and cause major problems.
If any amplifier was needed, it would be a preamp at the antenna, or a distribution amp before the splitter. You probably don't need either, unless the run from the antenna to an individual outlet is more than 100-150 feet.
If any amplifier was needed, it would be a preamp at the antenna, or a distribution amp before the splitter. You probably don't need either, unless the run from the antenna to an individual outlet is more than 100-150 feet.