Pediatric vaccine information on YouTube: A nursing-led content analysis of quality and vaccine hesitancy

This study aimed to assess the quality and reliability of pediatric vaccination videos on YouTube from a nursing perspective and to identify hesitancy-related cues, indicators, and deterrents present in the content.

In this cross-sectional, descriptive content analysis study, 243 English-language YouTube videos were analyzed using four keywords. Videos were evaluated with the Global Quality Scale (GQS), the Modified DISCERN tool, and the Pediatric Vaccine Hesitancy Assessment Tool for Social Media Content (PVHAT). In addition, engagement measures such as number of views, likes, video duration, and video characteristics such as source type and narrator identity were analyzed.

The overall quality and reliability of the videos were moderate (mean GQS: 2.52; DISCERN: 2.83). Videos presented by healthcare professionals were of higher quality but showed lower user engagement. Videos with curiosity-driven titles, such as "What's in Vaccines?", received more views and comments. Emotionally framed narratives were identified in 22.6 % of the videos, and expressions of distrust toward health authorities appeared in 8.2 %. Community immunity was emphasized in only 25.5 % of videos. A strong positive correlation was observed between DISCERN and GQS scores (r = 0.760, p < .001).

Pediatric vaccine content on YouTube often lacks high-quality, evidence-based information and frequently includes hesitancy-related signals. Public health communication should prioritize scientific accuracy while using engaging and accessible strategies, ideally through collaborations between healthcare professionals and digital content creators, to improve the reach and effectiveness of vaccination messages.