Abstract: Short-video platforms, by virtue of their virtual community attributes, provide a space conducive to understanding and dialogue for the dissemination of intangible cultural heritage. Intangible cultural heritage is a precious wealth of the Chinese nation. However, many of its projects have distanced themselves from people’s daily lives due to factors such as inheritance disruptions, low economic benefits, and changes in cultural identity. This paper comprehensively applies the questionnaire survey method, descriptive statistics, multiple response analysis, and the multivariate logistic regression model to deeply analyze the characteristics of the audience who watch intangible cultural heritage programs on short - video platforms and their behavioral preferences, and to explore the key factors influencing the dissemination of intangible cultural heritage. The research findings show that factors such as gender, platform dissemination forms, program theme content, and the professional qualities of bloggers significantly affect the dissemination of intangible cultural heritage. The attention of young people to intangible cultural heritage culture continues to rise, and they tend to watch it online. Intangible cultural heritage programs with the theme of “diet” are the most popular, while insufficient platform investment restricts the online dissemination effect. Based on this, targeted suggestions are put forward from aspects such as innovating dissemination forms, focusing on public needs, and cultivating intangible cultural heritage inheritors, aiming to promote the optimization and upgrading of the “short-video + intangible cultural heritage” model and help the inheritance and development of intangible cultural heritage reach new heights.