Who actually owns videos in your team?

In your org, who’s responsible for videos? Or rather which team creates videos?

Marketing?
Product?
Growth?
Customer success?
Founder?

I’ve noticed something interesting:

When no one clearly owns video, it becomes reactive.

When someone does, it starts influencing onboarding, activation, retention – not just launches.

So I’m curious –

Is video a defined function in your team?
Or is it still scattered across roles?

Would love to hear how you’ve structured it (or why you haven’t).