A Content Analysis of Alcohol Consumption Trends Among Youth Using YouTube

Document Type

Conference Proceeding - Restricted Access

Publication Date

5-8-2026

Abstract

Social platforms, such as video-sharing websites, offer a venue for teens and young adults to openly share their experiences, ask questions, and express their thoughts about various drugs. Our objective was to characterize the content and popularity of harmful alcohol-related trends on YouTube in 2025.

This is a retrospective content analysis study. Using YouTube's search engine, we identified videos using 48 specific terms relating to hazardous alcohol consumption. Videos were viewed between January and March 2025. Key quantitative and qualitative descriptive variables included the number of views, the number of participants, and the technique used to consume alcohol. Viewers' comments on YouTube videos were examined as an index of viewer response. The scientific claims made in the videos were classified as substantiated or unsubstantiated based on the opinions of two toxicologists. Descriptive statistics and frequency tables were used to describe research findings. Interrater reliability was assessed using the kappa statistic.

During the study period, 278 YouTube videos were analyzed, describing 14 methods of alcohol consumption. Some of these are harmless; others are innovative; most are hazardous. The more dangerous practices described were alcohol inhalation, alcohol enemas, vodka eyeballing, drunkorexia, funneling, drinking hand sanitizer, marijuana moonshine, and alcohol-soaked tampons. Only 3 of these videos (1%) included trigger warnings, intended to inform users that the website content is inappropriate for some users. These videos were collectively viewed 75 million times on YouTube, with a mean of 269,784 views per video. These videos were marked as "liked" a total of 5 million times. In total, 722 participants or observers were identified in the videos; the majority were male (73%), Caucasian (69%), and between 21 and 25 years of age (49%). Ninety-one (33%) videos had informational content; however, the majority (71%) of the scientific statements contradicted the toxicology literature.

Knowledge about what people are viewing on social media may help healthcare practitioners better understand their patients' own informational databanks, stay informed about the latest trends in alcohol abuse, and position themselves as more credible resources to their patients. Campaigns that counteract harmful trends or promote safe drinking practices could utilize the same platforms to reach their audience.

Comments

2026 Research Day Corewell Health West, Grand Rapids, MI, May 8, 2026. Abstract 1892

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