ArticleScientific reports2026
Alcohol-related health information on Chinese short-video platforms: a cross-sectional content analysis of Douyin and Bilibili.
Article in Scientific reports, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Short-video platforms have become important sources of online health information, yet the quality and reliability of alcohol-related health content on these platforms remain unclear. This study aimed to compare the characteristics, informational quality, and audience engagement of alcohol-related health videos on Douyin and Bilibili. This study aimed to evaluate the characteristics and informational quality of alcohol-related health videos on Douyin and Bilibili and to identify factors associated with video quality. A cross-sectional content analysis was conducted on alcohol-related health videos retrieved from Douyin and Bilibili using four Chinese alcohol-related keywords. Videos were evaluated using the Global Quality Scale (GQS), modified DISCERN instrument, JAMA benchmark criteria, PEMAT-A/V, and an alcohol-related content coverage score. Video characteristics, uploader types, and audience engagement metrics were also analyzed. Ordinal logistic regression was performed to identify factors associated with GQS scores. A total of 254 videos were included, including 127 videos from each platform. Compared with Douyin videos, Bilibili videos demonstrated significantly higher informational quality across multiple evaluation tools, including content coverage, DISCERN, PEMAT-U, GQS, and JAMA benchmark scores (all P < 0.05). In contrast, Douyin videos showed significantly higher audience engagement metrics, including likes, shares, comments, and engagement index (all P < 0.001). Science communicators, physicians, and media organizations generally produced videos with higher quality scores than individual users. Engagement indicators were negatively associated with several quality metrics. In ordinal logistic regression analysis, platform type, physician uploader status, and engagement index were independently associated with GQS scores. The informational quality of alcohol-related health videos on Chinese short-video platforms remains variable. Bilibili videos generally demonstrated higher informational quality and reliability, whereas Douyin videos showed stronger audience engagement. Engagement indicators were negatively associated with several quality metrics, suggesting that video popularity does not necessarily correspond to informational quality. These findings may help inform future research and health communication strategies aimed at improving the quality and credibility of alcohol-related health information on short-video platforms.
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