The atmosphere at the U.S. Open has become increasingly fraught, not just on the court but also within the stands, as a significant divide emerges between social media influencers and longtime tennis enthusiasts. Veteran attendees express frustration over what they describe as a lack of adherence to proper tennis-watching etiquette by new attendees, particularly those focused on creating online content.
Regular attendees and commentators argue that many influencers and content creators are present more for networking and social media clout than for an appreciation of the sport itself. "Half the people here don’t watch tennis. They don’t understand the etiquette of tennis," stated Steven Margolin, a writer and frequent U.S. Open attendee. "They’re talking through the points. They’re here on a business thing, they’re networking and talking through the points. They don’t care about tennis!"
Incidents cited include spectators moving from higher-priced seats to be closer to the action, taking commemorative cups without permission, and, in one instance during a match between Carlos Alcaraz and Ben Shelton, a spectator standing in an aisle to film a point, obstructing the view for others. Viral videos have also captured large groups filming TikToks during matches, such as during Naomi Osaka's first-round match, and individuals using ring lights for photoshoots while play was in progress.
"It gets worse every year," Margolin observed. "The more influencers there are, the more people that see the influencers, the more people want to do their own thing."
Katherin Slocum, a 70-year-old attendee, echoed these sentiments, suggesting the U.S. Open has transformed into a venue for being seen rather than for enjoying the competition. She noted an influx of "attractive women in little tennis outfits with ring lights" during Fan Week. "We had to finally say, ‘Can you wait for the changeover?’ They said, ‘What’s a changeover?’" Slocum recounted, emphasizing a perceived lack of fundamental knowledge about the game's flow. She suggested education on tennis etiquette rather than outright bans for influencers.
However, some longtime attendees argue that the primary source of conflict stems from established fans who are resistant to newcomers. This perspective suggests that some regulars exhibit their own forms of disruptive behavior, such as using other attendees' bags as footrests, reacting negatively to food orders, or wrongly accusing others of cutting in line. "This is like a daily thing. The U.S. Open is a [snob] convention with tennis on the side," one anonymous regular commented. "The real story of the Open is not the influencers. They’re harmless. The real story is it’s [an elitist] convention. … It’s really entitled, bad behavior."