Quality and dissemination of nasopharyngeal cancer health information on TikTok and Bilibili: Cross-sectional study.

Nasopharyngeal cancer is a cancer originating from the nasopharyngeal epithelium. Health education serves as an effective measure for prevention and treatment. With the rapid development of short videos, platforms such as TikTok and Bilibili have become primary sources for health information. However, the quality of nasopharyngeal cancer-related videos on these platforms remains unexplored. This study aims to evaluate the information quality of short videos related to nasopharyngeal cancer on the TikTok and Bilibili platforms. A cross-sectional study was conducted on October 1, 2025; the top 100 short videos related to nasopharyngeal cancer were collected from TikTok and Bilibili through searches in Chinese. After extracting basic information, the global quality score (GQS) and the modified DISCERN (mDISCERN) tool were used to assess each video's quality and reliability. The GQS rating scale ranges from 1 (poor quality) to 5 (high-quality). The modified DISCERN scores range from 0 to 5, with higher scores indicating greater reliability. Additionally, Spearman correlation analysis was applied to examine relationships between video characteristics, GQS, and DISCERN scores. A total of 200 videos were included in the analysis, with 58.5% of the videos uploaded by healthcare professionals, 19.5% by science communicators, 14.0% by general users, and 8.0% by organizational users. The median GQS and mDISCERN scores for nasopharyngeal carcinoma videos were 3 and 2, respectively. TikTok videos showed significantly higher engagement compared to Bilibili, with median likes of 1018 vs 16, collections of 313 vs 14, comments of 206 vs 2, and shares of 282 vs 5 (all P < .001). No statistically significant differences were observed between TikTok and Bilibili in GQS or mDISCERN scores. The main content themes on both platforms were clinical manifestations and treatment, while prognosis was rarely discussed. Correlation analysis revealed strong correlations among interactive data points, but weak or negative correlations between interactive data and GQS or mDISCERN scores. The informational content and quality of nasopharyngeal cancer-related videos on TikTok and Bilibili require improvement. Enhanced management of health science popularization videos on short video platforms is needed to ensure the dissemination of accurate and reliable health information.