Evaluation of short video quality and reliability of non-invasive prenatal testing on TikTok and Bilibili platforms: a cross-sectional study

Abstract Background Non-invasive prenatal testing (NIPT) is a genetic test to screen fetal chromosomal abnormalities in pregnancy. Public reliance on short-video platforms for health information in China is increasing, yet the quality of such online content remains unassessed. This study aimed to evaluate the quality and reliability of videos related to NIPT on major Chinese social media platforms. Methods A cross-sectional study was conducted to analyze short videos related to NIPT on TikTok and Bilibili. Data of video duration, video source and user interaction metrics were collected for statistical analysis. Video quality assessment tools, such as the Global Quality Score (GQS), modified DISCERN, Journal of the American Medical Association (JAMA) benchmark criteria and the Video Information and Quality Index (VIQI) were used for evaluation and comparison. Statistical analyses included descriptive analysis, non-parametric tests and the Spearman correlation analysis. Results A total of 180 videos (80 from Bilibili, 100 from TikTok) were analyzed. Bilibili videos were significantly longer and scored higher in median GQS (3.00 vs. 2.50), mDISCERN (3.00 vs. 2.00), and VIQI (12.00 vs. 8.00) compared to TikTok (all P < 0.05), though JAMA benchmark criteria were similar. TikTok videos generated substantially higher user engagement (likes, collections, shares, comments). Videos uploaded by medical professionals received higher engagement and quality scores than those from institutions or individual users. Correlation analyses revealed weak or inconsistent associations between user engagement metrics and video quality scores on both platforms, indicating that popular content was not reliably accurate. Conclusion The quality and reliability of short videos about NIPT on these platforms need to be improved. Platform regulators should also strengthen the supervision of the quality of short videos.