Cranwell Jo, Opazo-Breton Magdalena, Britton John
Division of Epidemiology and Public Health, UK Centre for Tobacco and Alcohol Studies, University of Nottingham, Nottingham, UK.
J Epidemiol Community Health. 2016 May;70(5):488-92. doi: 10.1136/jech-2015-206402. Epub 2016 Jan 14.
We estimate exposure of British adults and adolescents to tobacco and alcohol content from a sample of popular YouTube music videos.
British viewing figures were generated from 2 representative online national surveys of adult and adolescent viewing of the 32 most popular videos containing content. 2068 adolescents aged 11-18 years (1010 boys, 1058 girls), and 2232 adults aged 19+years (1052 male, 1180 female) completed the surveys. We used the number of 10 s intervals in the 32 most popular videos containing content to estimate the number of impressions. We extrapolated gross and per capita impressions for the British population from census data and estimated numbers of adults and adolescents who had ever watched the sampled videos.
From video release to the point of survey, the videos delivered an estimated 1006 million gross impressions of alcohol (95% CI 748 to 1264 million), and 203 million of tobacco (95% CI 151 to 255 million), to the British population. Per capita exposure was around 5 times higher for alcohol than for tobacco, and nearly 4 times higher in adolescents, who were exposed to an average of 52.1 (95% CI 43.4 to 60.9) and 10.5 (95% CI 8.8 to 12.3) alcohol and tobacco impressions, respectively, than in adults (14.1 (95% CI 10.2 to 18.1) and 2.9 (95% CI 2.1 to 3.6)). Exposure rates were higher in girls than in boys.
YouTube music videos deliver millions of gross impressions of alcohol and tobacco content. Adolescents are exposed much more than adults. Music videos are a major global medium of exposure to such content.
我们从热门YouTube音乐视频样本中估算英国成年人及青少年接触烟草和酒精内容的情况。
通过两项具有代表性的在线全国性调查得出英国的观看数据，这两项调查针对成年人及青少年观看32部包含相关内容的最热门视频的情况展开。2068名11至18岁的青少年（1010名男孩，1058名女孩）以及2232名19岁及以上的成年人（1052名男性，1180名女性）完成了调查。我们利用32部包含相关内容的最热门视频中10秒间隔的数量来估算印象数。我们根据人口普查数据以及曾经观看过抽样视频的成年人和青少年的估计数量，推算出英国人口的总印象数和人均印象数。
从视频发布到调查之时，这些视频向英国人口传递了估计10.06亿次酒精总印象（95%置信区间为7.48亿至12.64亿）以及2.03亿次烟草总印象（95%置信区间为1.51亿至2.55亿）。酒精的人均接触量约为烟草的5倍，青少年的人均接触量几乎是成年人的4倍，青少年平均分别接触52.1次（95%置信区间为43.4至60.9）酒精印象和10.5次（95%置信区间为8.8至12.3）烟草印象，而成年人分别为14.1次（95%置信区间为10.2至18.1）和2.9次（95%置信区间为2.1至3.6）。女孩的接触率高于男孩。
YouTube音乐视频传递了数以百万计的酒精和烟草内容总印象。青少年接触此类内容的程度远高于成年人。音乐视频是全球接触此类内容的主要媒介。
