The US Open has drawn debate after granting media accreditation to around 100 influencers and content creators, double last year's total, prompting questions about how to welcome new audiences to tennis without breaching the sport's traditional etiquette. Several players, including Coco Gauff and Naomi Osaka, said they welcomed efforts to broaden tennis's appeal but felt some invited guests had failed to respect basic courtesies, such as staying quiet and avoiding disruptive behaviour during points.

The controversy intensified after a group used a portable ring light and held a photo shoot in a hospitality suite during Osaka's first-round match at Arthur Ashe Stadium, drawing a reprimand from the umpire, while a separate video of another group talking loudly during play went viral. Osaka said umpires had to repeatedly ask the crowd to be quiet during her following match, while world number three Jessica Pegula described some influencer behaviour as "disrespectful" to players trying to perform. Not everyone agreed it was a problem, however, with Daniil Medvedev and Frances Tiafoe both saying the increased attention and diversity brought to the sport was largely positive, and organisers the USTA believe the initiative brings more benefits than drawbacks.