Credible Health Content for All: Evaluating YouTube’s Mission in India’s Digital Ecosystem

Ayndri
Ayndri
Research Analyst - Policy & Advocacy, CyberPeace
PUBLISHED ON
Jan 16, 2025
10

Introduction 

As digital platforms rapidly become repositories of information related to health, YouTube has emerged as a trusted source people look to for answers. To counter rampant health misinformation online, the platform launched YouTube Health, a program aiming to make “high-quality health information available to all” by collaborating with health experts and content creators. While this is an effort in the right direction, the program needs to be tailored to the specificities of the Indian context if it aims to transform healthcare communication in the long run.

The Indian Digital Health Context 

India’s growing internet penetration and lack of accessible healthcare infrastructure, especially in rural areas, facilitates a reliance on digital platforms for health information. However, these, especially social media, are rife with misinformation. Supplemented by varying literacy levels, access disparities, and lack of digital awareness, health misinformation can lead to serious negative health outcomes. The report ‘Health Misinformation Vectors in India’ by DataLEADS suggests a growing reluctance surrounding conventional medicine, with people looking for affordable and accessible natural remedies instead. Social media helps facilitate this shift. However, media-sharing platforms such as WhatsApp, YouTube, and Facebook host a large chunk of health misinformation. The report identifies that cancer, reproductive health, vaccines, and lifestyle diseases are four key areas susceptible to misinformation in India.

YouTube’s Efforts in Promoting Credible Health Content 

YouTube Health aims to provide evidence-based health information with “digestible, compelling, and emotionally supportive health videos,” from leading experts to everyone irrespective of who they are or where they live. So far, it executes this vision through:

  • Content Curation: The platform has health source information panels and content shelves highlighting videos regarding 140+ medical conditions from authority sources like All India Institute of Medical Sciences (AIIMS), National Institute of Mental Health and Neurosciences (NIMHANS), Max Healthcare etc., whenever users search for health-related topics.
  • Localization Strategies: The platform offers multilingual health content in regional languages such as Hindi, Tamil, Telugu, Marathi, Kannada, Malayalam, Punjabi, and Bengali, apart from English. This is to help health information reach viewers across most of the country. 
  • Verification of professionals: Healthcare professionals and organisations can apply to YouTube’s health feature for their videos to be authenticated as an authority health source on the platform and for their videos to show up on the ‘Health Sources’ shelf.

Challenges 

  • Limited Reach: India has a diverse linguistic ecosystem. While health information is made available in over 8 languages, the number is not enough to reach everyone in the country. Efforts to reach more people in vernacular languages need to be ramped up. Further, while there were around 50 billion views of health content on YouTube in 2023, it is difficult to measure the on-ground outcomes of those views.
  • Lack of Digital Literacy: Misinformation on digital platforms cannot be entirely curtailed owing to the way algorithms are designed to enhance user engagement. However, uploading authoritative health information as a solution may not be enough, if users lack awareness about misinformation and the need to critically evaluate and trust only credible sources. In India, this critical awareness remains largely underdeveloped.

Conclusion 

Considering that India has over 450 million users, by far the highest number of users in any country in the world, the platform has recognized that it can play a transformative role in the country’s digital health ecosystem. To accomplish its mission “to combat the societal threat of medical misinformation,” YouTube will have to continue to take several proactive measures. There is scope for strengthening collaborations with Indian public health agencies and trusted public figures, national and regional,  to provide credible health information to all.  The approach will have to be tailored to India’s vast linguistic diversity, by encouraging capacity-building for vernacular creators to produce credible content. Finally, multiple stakeholders will need to come together to promote digital literacy through education campaigns about identifying trustworthy sources.

Sources 

PUBLISHED ON
Jan 16, 2025
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