The US Open tennis tournament is used to hosting big crowds that come to watch tennis players from around the world compete against one another.
One group has grown and become more noticeable—content creators.
On August 31, during Naomi Osaka’s first-round match against Anastasia Zakharova, a group of content creators loudly recorded a video. This drew attention from the court, causing the umpire to pause the game and ask the group to take their seats.
This distraction has caused discussion online about appropriate spectator etiquette and whether content creators should be allowed at a coveted event such as the US Open.
Who’s inviting the content creators?
Last year, the U.S. Tennis Association (USTA) launched an accredited program for social media creators. The program started with 54 creators across food/beverage, lifestyle, entertainment, fashion, and family, Reuters reported.
According to the USTA, the independent content produced in 2025 generated more than 5.5 million engagements across social platforms.
The association’s goal was to focus on growing overall engagement across channels over follower growth alone.
“We’re not looking to directly replicate anything that existing creators already have a unique lens and an audience for,” Jonathan Zipper, USTA’s senior director of social media, told Vogue. “It’s not always about getting the US Open brand out in front, but, rather, growing interest in tennis as a whole.”
This year, the USTA invited about twice as many creators as the year prior. USTA’s director of media and photo operations and special events, Jeanmarie Daly, told Front Office Sports that close to 100 creators were approved to attend.
Daly told Vogue that creators are “getting the same access as journalists,” and are able to utilize the US Open’s media center and work areas and attend general press conferences to ask players questions.
We’ve reached out to the USTA for comment.
“It seems a bit disrespectful”
The US Open has aided in shifting away from traditional spectator etiquette, as the sporting event becomes louder and fans use their voices to express excitement during matches.
Noise does become a problem, however, when it disrupts the game in any way.
In a press conference, player Jessica Pegula said she can appreciate creators showcasing the US Open and sharing the fan experience with others, making their followers want to attend.
“But I do think that it’s tough when you see videos like that when they’re taking pictures and using the selfie lights,” she added. “People are down there trying to perform, and it’s their career and their job. It seems a bit disrespectful.”
Pegula noted that while she can appreciate the beneficial side of creators’ involvement, she says it can get tough from the other side of things when matches are being interrupted.
Player Daniil Medvedev shared a similar sentiment. In his press conference, he was asked about his opinion on the USTA accrediting more influencers this year. Although he referenced creator disturbances, he said, “I think a lot more upside than downside, so let’s go for it.”
Some commenters online wondered if the USTA, US Open, or brands that have welcomed creators have educated them on tennis etiquette. One X user posted that whoever invites creators should prepare them with do’s and don’ts.
“I know brands are trying to capture authentic experiences, but with many [creators] this is their first time so guidance is needed,” the user said, proposing that creators should be told when the best time to make content is, perhaps through a schedule.
As the US Open continues, some content creators clearly have much to learn. The tennis tournament’s last match is scheduled to be held on September 13.