Professional Content and Quality Assessment of Cervical Spondylosis Prevention on Chinese Short Video Platforms: A Cross-sectional Comparative Study

Objective This study aimed to evaluate the quality, reliability, and content characteristics of short videos related to cervical spondylosis prevention on TikTok and Bilibili, and to explore the association between video quality and user engagement. Methods A cross-sectional search was conducted between January 27 and 30, 2026, using Chinese keywords related to cervical spondylosis prevention. A total of 384 videos (189 from TikTok, 195 from Bilibili) were included. Video and uploader characteristics were recorded. Two independent reviewers assessed video quality using the modified DISCERN (mDISCERN) and Global Quality Score (GQS). Inter-rater reliability was evaluated using Cohen’s κ coefficient. Statistical analyses included Mann–Whitney U tests, Kruskal–Wallis tests, chi-square tests, and Spearman correlation analysis. Results TikTok videos had significantly shorter durations (median: 53.0 s) but higher user engagement (likes, shares) than Bilibili videos. Most videos were uploaded by specialist doctors (37.5%) and non-professionals (32.6%). Practical techniques were the most common content type (53.1%), while experience sharing was rare (7.6%). Overall video quality was moderate (mDISCERN median: 3.0; GQS median: 3.0). Videos uploaded by healthcare professionals scored significantly higher on both mDISCERN and GQS than those by non-professionals ( P  < 0.05). Spearman analysis revealed weak positive correlations between quality scores and engagement metrics (e.g., GQS vs. likes: r  = 0.360, P  < 0.01), and a negative correlation between video duration and GQS ( r = − 0.395, P  < 0.01). Conclusion TikTok and Bilibili serve as accessible platforms for disseminating cervical spondylosis-related health information, but the overall quality of videos remains moderate and varies significantly by uploader type. User engagement does not reliably reflect informational quality. Greater involvement of healthcare professionals is recommended to enhance the scientific accuracy and educational value of short-form health content.