The United States Tennis Association has responded by expanding its creator programme: for the 2025 U.S. Open it issued media credentials to roughly 100 influencers, up from 54 the previous year, and CEO Craig Tiley said he wants the tournament to become a “tennis Disneyland,” using those creators to showcase the event’s food, fashion and entertainment offerings.

Spectators, however, say the constant filming and selfie‑taking is ruining their ability to watch the sport. Journalist Daniel‑Yaw Miller wrote in his SportsVerse newsletter that he and a friend could barely focus on the action amid a sea of influencers posing for fit‑pics and TikTok videos, while a TikTok user known as @katticuspfinch described the crowd as “the worst crowd experience I’ve ever had,” adding that the nonstop flashes left her feeling overstimulated and sad about the loss of silence during play.

These complaints illustrate a broader shift: the presence of creators not only adds visual noise but also changes the atmosphere that traditional tennis fans cherish, turning moments of quiet concentration into a backdrop for branded content.

In response, the USTA instructed all attendees to refrain from flash photography and reminded guests—especially those in suites—to avoid any actions that could interfere with play, hoping to restore a more respectful viewing environment.