Which agency team should be responsible for YouTube Shorts?

Why it matters

Agencies cannot settle who owns YouTube Shorts internally: video, social, or performance. The format straddles three budget lines and three sets of KPIs, so it ends up either covered twice or covered by nobody, and the ambiguity is now slowing actual buys. A useful reminder that when a format spans two org charts, duplication is the default outcome rather than coverage. The ownership question has to be answered before the channel count question can be.