Roblox: Some Q3’25 Metrics and Digital Fashion Insights
Roblox has 151M players with enormous engagement numbers.
Q3’25 Results
Roblox-related content on YouTube reached 1 trillion views. Every fifth video on TikTok worldwide is about Roblox.
From January 1 to September 30, 2025, users spent more than 88.7 billion hours in Roblox.
Roblox has 151 million players. In Q3’25, the average user spent 2.8 hours per day in the game.
The platform’s all-time peak concurrent users reached 45 million people. Grow a Garden entered the Guinness World Records as the game with the highest CCU at 21.6 million users. Shortly after that, Steal a Brainrot broke the record, with its CCU exceeding 25 million users.
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Digital Fashion in Roblox
The study was prepared by the Roblox team in collaboration with Ipsos. The companies surveyed 1,600 Roblox players in two survey waves (800 respondents each) in May and August 2025. Respondents were aged 13 to 28.
Gen Z players in Roblox update their avatars to show creativity (47%), express their identity (38%), stand out (38%), and reflect their mood (37%).
Daily, users update their avatars 274 million times. Searches for new avatar items are performed 50 million times per day.
84% of respondents said that their Roblox avatar style influences their real-life style.
87% said that self-expression in virtual spaces helps them feel more comfortable in real life.
Gen Z Roblox users are 6.3 times more likely to prefer expressing themselves through Roblox avatars than through social networks.
88% “try on” digital items before purchasing them in real life.
For 64% of respondents, brand loyalty in real life increases significantly after interacting with a brand in a digital environment.
For 76% of respondents, experimenting with style using virtual avatars is an important part of life.
70% of surveyed users have worn branded clothing in Roblox. For 60%, it is important that their digital avatars wear branded apparel.
73% of surveyed Roblox users from Gen Z purchase emotes for their avatars. For them, it is important to be able to convey a full range of emotions.
54% do this for fun and aesthetics, 49% consider it important to show how they feel in the virtual world, 48% want to entertain others, and 43% use emotes to communicate with other players.
In the first half of 2025, the Roblox marketplace was visited by 18.8 million users daily (+17% YoY).