The credibility paradox: clickbait, engagement, and information quality in YouTube’s medical ecosystem | npj Digital Medicine
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The credibility paradox: clickbait, engagement, and information quality in YouTube’s medical ecosystem
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Abstract<br>YouTube is a primary health information source, yet its engagement-driven model may incentivize “clickbait,” potentially compromising quality. We analyzed clickbait prevalence in 3958 Korean medical YouTube videos across five health topics and its relationship with engagement, quality, and source. Videos were assessed for clickbait severity (Clickbait Severity Score; CSS), engagement, and medical information quality using a composite score (Medical Quality Score; MQS) derived from Journal of the American Medical Association Benchmark (credibility/accountability), DISCERN (reliability), and Global Quality Scale (overall quality) criteria. Independent YouTubers produced the lowest quality content (MQS mean = −0.3) with the most clickbait (CSS mean = 1.4), yet garnered the highest viewership. Clickbait severity was positively correlated with log-transformed daily views (r = .231, p r = −0.371, p β = 0.161, p β = 0.068, p β = −0.185, p
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Acknowledgements<br>This study was supported by a grant from the National Cancer Center, South Korea (grant 2510920-1 and 2610350-1).
Author information<br>Authors and Affiliations<br>National Cancer Control Institute, National Cancer Center, Goyang, South Korea<br>EunKyo Kang, HyeWon Lee & Juyoung Choi
National Cancer Center Graduate School of Cancer Science and Policy, National Cancer Center, Goyang, South Korea<br>EunKyo Kang
Department of Family Medicine, National Cancer Center, Goyang, South Korea<br>EunKyo Kang
Department of Family Medicine, Dankook University Hospital, Cheonan, South Korea<br>HyoRim Ju
Department of Family Medicine, Seoul National University College of Medicine, Seoul, South Korea<br>HyoRim Ju
AuthorsEunKyo KangView author publications<br>Search author on:PubMed Google Scholar
HyeWon LeeView author publications<br>Search author on:PubMed Google Scholar
Juyoung ChoiView author publications<br>Search author on:PubMed Google Scholar
HyoRim JuView author publications<br>Search author on:PubMed Google Scholar
Corresponding author<br>Correspondence to<br>EunKyo Kang.
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Cite this article<br>Kang, E., Lee, H., Choi, J. et al. The credibility paradox: clickbait, engagement, and information quality in YouTube’s medical ecosystem.<br>npj Digit. Med. (2026). https://doi.org/10.1038/s41746-026-03046-x<br>Download citation<br>Received: 01 September 2025
Accepted: 13 July 2026
Published: 23 July 2026
DOI: https://doi.org/10.1038/s41746-026-03046-x
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