The way we maintain social contacts has changed radically in recent years. Prior to the internet, one had to meet people in person, on the dance floor, in pubs, or at community gatherings. This usually happened informally and by chance. Today, however, social contacts are increasingly made digitally. For every interest and every niche, there is a separate digital subculture where like-minded people can share their experiences. The desire for real-life contacts is steadily declining, and the once vibrant nightlife in city centers has largely moved online. How do digital subcultures influence individuals and nightlife?

Every Niche Finds its Place Online

No matter how unusual or small a passion is, there is almost always a space for it online. From book talks and fan fiction to fashion trends on TikTok, anyone who thought they were alone in their passion can find like-minded people online who share their enthusiasm. In recent years, gaming and gambling have also evolved and found many enthusiastic users. 

While certain niches, such as casino gambling, are often too small or simply non-existent in the real world, everyone can find their scene online, where they grow into vibrant communities. For example, the best $20 minimum deposit casinos bring together players who don't want to bet big money but still want to experience real casino fun. Even at these casinos, games can be unlocked and real winnings paid out on a small budget, which the community can discuss in in-game chat functions and forums. Such digital spaces enable a sense of belonging, even in places where it would have never been found offline.

Accessibility and Exchange Across National Borders

Accessibility is one of the reasons why online communities are so successful. Online subcultures allow people from all social classes and across national borders to find communities that they would perhaps never encounter in the real world. Platforms such as Discord, Reddit, and TikTok give rise to groups where people can connect regardless of their background, physical limitations, or place of birth.

Marginalized Groups Benefit the Most

Online communities offer safe spaces, especially for marginalized groups, which can sometimes replace real social contacts. Many queer people, neurodivergent users, or users with disabilities or limitations find support and understanding in digital communities from other users who share similar interests or experiences when they struggle to find support offline.

Club vs. Screen

Due to the aspects mentioned above, the need for many users to meet real people in real social contact is increasingly taking a back seat. Interests and social habits have changed. In a world where social contact is increasingly digital, whether for shopping, customer service, booking appointments, or accommodation, individuals tend to isolate themselves more from the outside world. According to a survey by Beat, an increasing number of people (50%) prefer to meet at home or at a friend's house rather than going to a bar (34%) or a club (19%). 32% of respondents even stated that online engagement was their preferred way to socialize.

Impact on Club Culture

The shift of social interactions to digital spaces has a direct impact on the night-time economy. Bars, clubs, and event organizers are noticing fewer people going out. On the one hand, this is due to a shift in interests away from party and drinking culture, and on the other hand, it is because digital experiences are cheaper, more convenient, available around the clock, and more easily accessible.

Social media is putting increasing pressure on clubs and city life. Studies on media use clearly show that a growing number of people are spending their free time online. According to a recent analysis by DataLook, people worldwide are expected to spend more and more time in front of their screens in 2025. Whether for work, study, or entertainment, daily screen time has increased dramatically: many people spend an average of 6 to 9 hours a day on smartphones, computers, or TV.

Many cities are already seeing a decline in traditional nightlife. As fewer people visit clubs and bars, revenues are falling. As a result, admission fees and drinks are becoming more expensive, which in turn makes these venues even less attractive. However, these measures are necessary to keep businesses afloat.

The Solution to Recover Nightlife

However, there is a solution: adaptation. Clubs and bars must adapt to the changing interests of their former clientele in order to win them back. If interest is increasingly shifting online, this must be integrated into the business model. In other words, hybrid events, livestreams, digital memberships, or community-based crowdfunding models can help diversify revenue streams. This means moving away from party culture, toward wholesome community and charity events. When users start to organize and exchange ideas online, there is often a longing for face-to-face encounters. This creates demand for events that match the interests of the users.