Analysis of 1,160 top YouTube music videos from 2024 found hip-hop/rap videos were 13 times more likely to depict nicotine or cannabis than other genres, with US videos favoring cannabis and German videos favoring nicotine.
Youth prevention researchers, media policy advocates, public health communicators
59.5% of hip-hop videos contained substance depictions vs. 10.1% of other genres
What the researchers found
41% of all top music videos contained nicotine or cannabis depictions. Hip-hop/rap videos were dramatically more likely (59.5%) to contain substance depictions compared to other genres (10.1%, OR = 13.11). US hip-hop emphasized cannabis; German hip-hop emphasized nicotine. Estimated 57 billion nicotine and 49 billion cannabis impressions.
Why it matters
Music videos are among the most-consumed media by adolescents, and substance depictions are an established risk factor for youth initiation. The scale of exposure (over 100 billion impressions) represents a massive, unregulated channel for substance normalization.
The numbers in context
1,160 videos. 479 (41%) contained substance depictions. Hip-hop/rap OR = 13.11 vs. other genres. 4,478 total occurrences. Estimated 57 billion nicotine and 49 billion cannabis impressions.
How the study worked
Content analysis of all German- and English-language videos from the 2024 YouTube Top 100 charts (n = 1,160). Videos categorized by genre and substance content. Occurrences counted. Exposure estimated by multiplying occurrences by March 2025 view counts.
What this study cannot tell us
Content analysis cannot prove viewer behavior changes. Impression estimates assume all viewers saw the depictions. No assessment of how depictions were framed. Single year of data.
How to read the evidence
Comprehensive content analysis with large sample, but cannot establish causal links between media depictions and behavior.
When this study was published
2026 publication analyzing 2024 YouTube data
The bigger picture
While tobacco advertising is heavily regulated, substance depictions in music videos reach billions of viewers with no age restrictions or warning labels.
Questions still open
- Would age restrictions or warning labels on substance-containing music videos reduce youth exposure? How do these depictions influence initiation?
Common questions
Do music videos cause young people to use substances?
Why is cannabis more common in US videos?
Read the original research
Depictions of Nicotine and Cannabis in Popular US and German Hip-Hop/Rap Music Videos: A YouTube Top 100 Content Analysis.
Substance use & misuse, 1-5
Citation
Morgenstern, Matthis; Süßkow, Eddy; Neumann, Clemens; Hanewinkel, Reiner. (2026). Depictions of Nicotine and Cannabis in Popular US and German Hip-Hop/Rap Music Videos: A YouTube Top 100 Content Analysis.. Substance use & misuse, 1-5. https://doi.org/10.1080/10826084.2025.2611414
Explore the wider topic
- How to Talk to Your Teenager About Weed (Without Losing Them)
- My Kid's Friends Smoke Weed: A Parent's Guide
- I Smoke Weed But Don't Want My Kids To: Navigating the Hypocrisy
- Quitting Weed as a Parent: Why It Is the Hardest and Most Important Quit
- Quitting Weed as a Teen or Young Adult
- My Kid Is Smoking Weed: A Parent's Guide