Quality, reliability, and engagement of COPD-related videos on Chinese short-form video platforms: a cross-sectional content analysis

Abstract Short-form video platforms are increasingly used to obtain information about chronic obstructive pulmonary disease (COPD), but the quality and reliability of COPD-related content across Chinese platforms remain unclear. We evaluated 228 COPD-related videos from Douyin, Kwai, and Bilibili using the Journal of the American Medical Association (JAMA) benchmark criteria, Global Quality Scale, modified DISCERN (mDISCERN), and Patient Education Materials Assessment Tool. Video characteristics, creator identity, verification status, content theme, presentation format, and visible engagement metrics were also analyzed. Video quality differed significantly across platforms. Douyin showed the highest transparency, reliability, and overall quality scores. Kwai showed the highest visible engagement but had lower overall quality and actionability scores. Bilibili had the longest videos and the highest understandability scores. Organization verified accounts generally achieved higher quality scores than individual verified or unverified accounts, although this finding should be interpreted cautiously because of the small number of such accounts. Visible engagement metrics, including likes, comments, saves, and shares, were not significantly correlated with medical quality scores. Together, these findings suggest that visible popularity is a poor proxy for medical quality. COPD-related digital health communication may benefit from more accessible evidence-based content, clearer source identification, and closer oversight of high-risk therapeutic claims.