Evaluating the quality and reliability of cervical cancer related videos on YouTube, Bilibili, and Tiktok: a cross-sectional analysis

Abstract

Background: Cervical cancer continues to pose a significant global health burden for women, especially in low-resource settings. Although HPV vaccination and screening programs are available, public awareness remains limited. Social media platforms have become major sources of health information; however, the quality of content varies considerably. This study assesses the quality, reliability, and dissemination patterns of cervical cancer–related videos on YouTube, Bilibili, and TikTok, with a focus on how uploader characteristics influence information accuracy. Methods: On February 21, 2025, we retrieved the top 100 videos using the keyword “cervical cancer” on YouTube, and its Chinese equivalent “宫颈癌” on Bilibili and TikTok. Two independent reviewers evaluated video quality using the Global Quality Score (GQS), Video Information and Quality Index (VIQI), modified DISCERN (mDISCERN), and Patient Education Materials Assessment Tool (PEMAT). Inter-rater agreement was assessed, and statistical analysis was performed using non-parametric tests and Spearman correlation. Results: A total of 84 YouTube videos, 82 Bilibili videos, and 91 TikTok videos were included. TikTok videos showed significantly higher user engagement than those on other platforms (p<0.001), but scored significantly lower in GQS, VIQI, mDISCERN, and PEMAT evaluations (p<0.001). Videos uploaded by professionals consistently received higher quality scores than those from non-professionals. (p<0.001) Although TikTok had higher uploader activity, its content was largely based on personal experiences, lacking scientific rigor and practical guidance. The video quality on TikTok and Bilibili is negatively correlated with their interactivity. Conclusions: The three platforms show distinct differences in how cervical cancer–related health information is disseminated. TikTok demonstrates superior dissemination and engagement performance, whereas YouTube provides higher content quality and credibility. These findings underscore the importance of leveraging each platform’s strengths to promote evidence-based health communication.