Perceptions of Dementia Prevention on YouTube: A Thematic Analysis of Viewer Comments

Dementia prevention is receiving increasing attention considering the surge in number of dementia incidence worldwide. Although there are modifiable risk factors, the public remains largely unaware of dementia prevention. Many individuals turn to online platforms such as YouTube for health-related information, where content can shape beliefs, attitudes, and decision-making. However, little is known about how people interpret and discuss dementia prevention in these digital spaces. This study aimed to explore how dementia prevention is perceived by the public, as reflected in user generated comments posted on YouTube videos related to dementia prevention. A qualitative thematic analysis was conducted by examining comments from YouTube videos identified through Google Advanced Search. Twenty-six videos were selected based on predefined criteria, and comments were extracted and cleaned prior to analysis. Engagement metrics, including views, likes, and replies, were also examined to understand how users interacted with the content. Data were analyzed using Braun and Clarke's six-step thematic approach. A total of 7314 comments were retrieved from 26 videos. Following data cleaning and removal of ineligible comments, 2034 comments were included for final analysis. Thematic analysis revealed three themes: (i) fear and perceived vulnerability to dementia; (ii) perceptions of dementia risk factors; and (iii) trust and credibility of dementia prevention information. These themes revealed fear, modifiable vs non-modifiable risk factors, and both public reliance on and distrust of scientific evidence. YouTube provides an important platform for public discussion about dementia prevention. Although it offers opportunities to increase awareness, viewer comments reflected inconsistent understandings and conflicting beliefs about dementia prevention, highlighting the need for clear, evidence-based communication to improve public understanding.