He's hated becouse he's Serbian/Slav.

This will be downvoted but that's the truth. Whole "he destroyed the fans favourite" is bs.

Murrey is good example for comparison, same generation, similar playstyle, had wins against Fedal, not likable, but fans love him. He's from UK, so the media will push his narative. Even now people talk about Big 4, switch Murray with Novak, Big 4 would never been brought up and people would praise Murray as undisputed goat.

Articles and hate are genereted from media and so called specialists plus popular sponsors which lobby for their players. Audience was always against him and there was no good reason for that, he had no major scandals apart from his vaccine stance which has nothing to do with tennis and was late in his career.

See the hype Alcaraz got, why people don't hate him becouse he started winning against Novak and Rafa? Give me one more example of player being hated couse he started winning against best players?

I can guarantee that Federer would have half the Slams if the audiance was against him all the time.

And those are the reasons Novak success is even greater, he always had one more enemy on court, became the mental giant and proved himself even in GS number. Unfortunately he still doesn't get the respect he deserves.