Quantitative and qualitative analyses of orthodontic-related videos on YouTube

To investigate content of orthodontic-related videos on YouTube to improve the understanding of orthodontic patients' perceptions and treatment experiences.

A systematic search was conducted on YouTube on March 20, 2018, and updated on August 4, 2019, to identify all relevant videos using search terms "orthodontic," "orthodontics," "braces," and "orthodontic braces." The data set was captured from YouTube Data API (Application Programming Interface) and stored in an Excel database using a query function written in Python. All videos captured were viewed and categorized by three independent dental investigators using thematic analysis. The top 100 videos (by view count) related to patients' treatment experience were further analyzed using discourse analysis.

A total of 600 orthodontic videos were screened, and 546 were included in the study. Six main themes were identified: (1) individual review of orthodontic treatment (45.8%, n = 250), (2) entertainment (19.8%, n = 108), (3) education (18.3%, n = 100), (4) advertisements (6.6%, n = 36), (5) time lapse of orthodontic treatment (5.3%, n = 29), and (6) do-it-yourself orthodontics (4.2%, n = 23). Of the top 100 videos related to patient's individual review of treatment, patients' main focuses were on pain (24%), problems with chewing and swallowing (12%), and adhesive removal (10%).

Orthodontic-related YouTube videos are diverse in nature. The most common video category was video providing an individual review of orthodontic treatment experience. Other popular video categories included entertainment, education, and advertisements. A range of do-it-yourself YouTube videos were also identified. YouTube may provide an opportunity for orthodontic professionals to disseminate health information.