Share Videos, Not Pills: A Content Analysis of Prescription Drug Videos on YouTube for Presence of Behavior Change Theory

Objective: To identify the extent to which YouTube.com videos targeting prescription drug abuse include health behavior theory in their content and design. Methods: This study used a content analysis of 209 YouTube.com videos. Coders used an established theory-based instrument to rate each video’s inclusion of theoretical constructs from four prominent health behavior theories. Each YouTube.com video was coded for twenty-two theoretical items, which were summed to create a total theory score. Results: The mean theory score of videos was 3.26 out of a possible 22. Among the top 10% of videos with highest theory scores, social cognitive theory constructs were coded most often and transtheoretical constructs were coded least often. Conclusion: It is not unexpected that YouTube.com videos are largely void of theoretical content since these videos are made by a variety of organizations and sources that may not be trained in the application of health behavior theories. There is an opportunity for the organizations that create these videos to collaborate with health and behavior change experts in creating videos with more theoretical constructs, possibly resulting in better health outcomes.