This article wasn’t planned. I was working on something else, digging into how Gen Alpha spends their time online. But no matter where I looked, Roblox kept showing up. Over and over again. It was in every trend, every report, every app breakdown. At some point, I had to stop and ask: what is going on with Roblox?
I used to think it was just a kids’ game. Something younger cousins play on a tablet after school. Then I looked at the numbers: 380 million monthly active users, and it’s only halfway through 2025. That’s not a niche game. That’s a platform more active than the entire population of the U.S.
So, I started digging. Not just out of curiosity, but because Roblox is clearly playing a bigger role in gaming, marketing, and online culture than most people realize. It’s where brands are testing new ideas, developers are making real money, and Gen Alpha is spending hours building, exploring, and socializing. I wanted to understand it properly. So I went deep.
TL;DR: Key takeaways from this article
- Roblox hit 380 million monthly active users in 2025, up 16.5% from the previous year, with strong daily engagement (88.9 million DAUs).
- The audience is aging up. Users aged 17–24 now make up 21% of the player base, signaling demand for more mature gameplay.
- Gender split is nearly even (51% male, 44% female, 5% nonbinary/other), encouraging more inclusive avatar design and storytelling.
- APAC is Roblox’s fastest-growing region, with India, the Philippines, and South Korea leading mobile-first engagement.
- Players are staying longer. Sessions are getting longer, concurrency is peaking, and platform habits are deepening.
- The developer economy is booming. $824 million in creator payouts and new monetization layers like ads and branded UGC.
Why should you take Roblox seriously now?
Roblox is one of the largest metaverse platforms in the world, even if it still flies under the radar for a lot of major brands. If you’ve been thinking it’s just for kids, you’re not alone. But I’ll be the first to tell you that that perception is a huge blind spot.
Since going public in March 2021, Roblox hasn’t stopped growing. As of 2025, it’s just a few million short of 400 million monthly active users, a scale that puts it in the same league as the most dominant platforms on the internet. And yet, because it’s gamified, social, and skews younger, a lot of marketers and decision-makers still don’t know what to do with it.
But some brands already get it, and they’re seeing wild results.
With nothing more than a well-designed Roblox experience and a modest budget, companies are racking up hundreds of millions of visits in just a few months. And no, this isn’t just a case of good luck or viral magic. It’s the nature of the platform. Nowhere else online can you drop a branded world and get that kind of built-in discovery engine working in your favor.
So the real question isn’t “Should we be on Roblox?” It’s “How soon can we start?”
That’s especially true if your audience includes Gen Alpha, younger Gen Z, or even the millions of young creators who spend more time building on Roblox than scrolling TikTok. But more than just showing up, it’s about understanding the culture, building something your target audience wants to play, and then letting the Roblox algorithm (and community) do the rest.
If you’re thinking about activating your brand on Roblox, my advice is simple: Don’t wait until everyone else figures it out. Show up early. Build with purpose. And don’t treat it like a one-off stunt. The ROI here is attention, and it compounds fast when you get it right.
Roblox overview
Here’s a quick overview of the Fortnite universe:
| Platform | Roblox |
| Launch year | 2006 |
| Developer | Roblox Corporation |
| Headquarters | San Mateo, California, USA |
| Employees | 2,457 (as of 2013) |
| Business type | Public (NYSE: RBLX) |
| Industry | Gaming, Virtual Worlds, Metaverse |
| Registered accounts (2025 estimates) | 8.6 billion |
| Monthly active users (MAUs) | 380 million |
| Daily active users (DAUs) | 88.9 million |
| Top player country | United States |
| Most common age group | 9 – 24 years old |
| Gender split | 51% male, 44% female |
| Average play time | 2.7 hours daily |
| Developers | 4.2 million |
| Created groups | 21.4 million |
| Engagement Hours | 20.7 billion |
Audience size and growth
Let’s start by looking at how much the platform has grown over the years.
Registered users over time
Roblox now has more registered user accounts than there are people on Earth.
Yes. One Roblox game recently reported a user ID count of 8,228,760,226, while the world’s population is sitting around 8,226,916,000 humans.
Of course, not every one of those Roblox accounts is “real” in the strictest sense. Some are bots. Some are alt accounts. Many are inactive or have been terminated. But even with all that filtered out, we’re still looking at an ecosystem few platforms can rival in sheer size.
And the more important metric is that people aren’t just signing up; they’re sticking around.
Monthly active users
In 2024, Roblox closed the year with 326 million monthly active users (MAUs). As of mid-2025, that number has surged to 380 million, a 16.5% year-over-year growth rate. That might sound like a typical tech stat, but remember: this isn’t a startup doubling from 2 to 4 million. This is compound growth at a massive scale. And they’re still climbing.
Here’s a quick look at how Roblox’s MAU numbers have evolved:
| Date | Monthly active users (MAU) |
| February 2016 | 9+ million |
| December 2016 | 30+ million |
| March 2017 | 48+ million |
| July 2017 | 56+ million |
| December 2017 | 64+ million |
| September 2018 | 70+ million |
| April 2019 | 90+ million |
| August 2019 | 100 million |
| December 2019 | 113 million |
| January 2020 | 119 million |
| February 2020 | 121 million |
| March 2020 | 134 million |
| April 2020 | 146 million |
| May 2020 | 155 million |
| June 2020 | 158 million |
| July 2020 | 164 million |
| August 2020 | 169 million |
| September 2020 | 175 million |
| October 2020 | 172 million |
| November 2020 | 170 million |
| January 2021 | 199 million |
| February 2021 | 199 million |
| March 2021 | 192 million |
| April 2021 | 202 million |
| May 2021 | 200 million |
| June 2021 | 206 million |
| July 2021 | 217 million |
| August 2021 | 220 million |
| September 2021 | 219 million |
| October 2021 | 226 million |
| October 2022 | 260 million |
| May 2023 | 300 million |
| December 2024 | 326 million |
| Mid-2025 | 380 million |
Sources: Matthew Ball, RTrack, Roblox, TechCrunch.
Daily active users
Now let’s zoom in on daily usage, where the stickiness shows. As of Q3 2024, Roblox is averaging 88.9 million daily active users (DAUs). That’s up from 71.5 million at the end of 2023.
| Quarter | Daily active users (DAUs) |
| Q1 2018 | 10.3 million |
| Q2 2018 | 11.3 million |
| Q3 2018 | 12.7 million |
| Q4 2018 | 13.7 million |
| Q1 2019 | 15.8 million |
| Q2 2019 | 17.1 million |
| Q3 2019 | 18.4 million |
| Q4 2019 | 19.1 million |
| Q1 2020 | 23.6 million |
| Q2 2020 | 33.4 million |
| Q3 2020 | 36.2 million |
| Q4 2020 | 37.1 million |
| Q1 2021 | 42.1 million |
| Q2 2021 | 43.2 million |
| Q3 2021 | 47.3 million |
| Q4 2021 | 49.5 million |
| Q1 2022 | 54.1 million |
| Q2 2022 | 52.2 million |
| Q3 2022 | 58.8 million |
| Q4 2022 | 58.8 million |
| Q1 2023 | 66.1 million |
| Q2 2023 | 65.5 million |
| Q3 2023 | 70.2 million |
| Q4 2023 | 71.5 million |
| Q1 2024 | 77.7 million |
| Q2 2024 | 79.5 million |
| Q3 2024 | 88.9 million |
This puts their DAU/MAU ratio at around 20.9%, which is a strong signal that users aren’t just poking around, they’re building habits. For context, a DAU/MAU ratio above 20% is considered excellent in the consumer app world. Roblox is right in that sweet spot.
What does this growth mean?
I’ve seen a lot of platforms get a quick boost and then plateau. Roblox isn’t doing that from what I gathered. It’s still accelerating, and not just with kids. The platform is attracting and retaining more users aged 13+, and yet it’s still seeing daily log-ins rise quarter after quarter.
That kind of retention doesn’t happen by accident. It happens when users see Roblox not just as a game or an app, but as a default digital hangout, a place to play, create, socialize, or even build a business.
Usage and engagement metrics
From a growth perspective, Roblox is nowhere near saturated. Its footprint is expanding across geographies, devices, and demographics. That means opportunity, not just for Roblox Corp, but for anyone building inside its ecosystem.
I’ve always believed raw numbers only tell half the story. Sure, you can impress anyone with “380 million MAUs” in bold font, but what you want to know is: Are people actually showing up, staying, and coming back?
In Roblox’s case, the answer is a loud, pixelated yes.
Roblox DAU/MAU “stickiness” ratio
To get a feel for how loyal users are, I ran the numbers on Roblox’s DAU/MAU ratio: how many monthly users are showing up daily. In 2024, Roblox hit 20.92%, meaning about 1 in 5 monthly users logged in every single day.
That’s not just big; that’s sticky. Like I said before, anything over 20% in this metric screams habit-forming for a global platform.
Here’s how Roblox’s DAU/MAU stickiness has evolved:
| Date | DAU/MAU ratio |
| Q1 2020 | 17.61% |
| Q1 2021 | 21.93% |
| Q3 2022 | 22.62% |
| Q2 2023 | 21.83% |
| 2024 | 20.92% |
Sources: Roblox, Statista, RTrack.
Engagement hours on Roblox
Engagement hours describe the total time users spent on the Roblox platform, which includes the time spent in experiences, utilizing platform features like chat or avatar personalization. If you want to measure loyalty, don’t just count users; count hours. Roblox users are not just checking in; they’re hanging out.
In Q2 2024 alone, Roblox recorded 17.4 billion hours of engagement, up from 14 billion in Q2 2023. For context, that’s more time spent than the entire world spent watching Netflix in the same quarter.
Here’s how total engagement hours have grown over time:
| Quarter | Year | Hours engaged |
| Q1 | 2018 | 2.1 billion |
| Q2 | 2018 | 2.17 billion |
| Q3 | 2018 | 2.63 billion |
| Q4 | 2018 | 2.53 billion |
| Q1 | 2019 | 2.97 billion |
| Q2 | 2019 | 3.25 billion |
| Q3 | 2019 | 3.73 billion |
| Q4 | 2019 | 3.7 billion |
| Q1 | 2020 | 4.87 billion |
| Q2 | 2020 | 8.58 billion |
| Q3 | 2020 | 8.71 billion |
| Q4 | 2020 | 8.43 billion |
| Q1 | 2021 | 9.67 billion |
| Q2 | 2021 | 9.73 billion |
| Q3 | 2021 | 11.18 billion |
| Q4 | 2021 | 10.82 billion |
| Q1 | 2022 | 11.82 billion |
| Q2 | 2022 | 11.29 billion |
| Q3 | 2022 | 13.4 billion |
| Q4 | 2022 | 12.8 billion |
| Q1 | 2023 | 14.5 billion |
| Q2 | 2023 | 13.99 billion |
| Q3 | 2023 | 16.04 billion |
| Q4 | 2023 | 15.5 billion |
| Q1 | 2024 | 16.7 billion |
| Q2 | 2024 | 17.4 billion |
Source: Roblox.
Average daily usage of Roblox?
Let’s get personal. The average Roblox user now spends around 2.7 hours per day on the platform. That’s not a casual scroll; that’s platform-level behavior, right up there with YouTube and TikTok.
Here’s what daily usage looks like in 2025:
| Metric | 2025 Data |
| Average daily sessions per user | 2.3 sessions per day |
| Average total play time per user | 2.7 hours per day |
| Peak concurrent users | 16.2 million |
| Weekly return rate | 72% |
Session length and return frequency are both creeping upward. The cherry on top is that of the 72% of users that return weekly, mobile makes up 78% of the sessions. Roblox is literally in everyone’s pocket, and they’re pulling it out a lot.
And peak concurrency hitting over 16 million tells me one thing: Roblox events and daily rhythms are now appointment-based. When creators drop limited-time games or branded experiences, the audience is primed to log in en masse, which opens up big opportunities for strategic launches and live programming.
What are the most popular experiences on Roblox?
Roblox calls its games “experiences,” and there are over 5.3 million active ones live right now. But a few titles dominate.
Here are the top 10 most popular Roblox games by total visit count as of mid-2024:
| Game | Visit count |
| Brookhaven RP | 50.24 billion |
| Adopt Me! | 36.7 billion |
| Blox Fruits | 36.12 billion |
| Tower of Hell | 23.36 billion |
| MeepCity | 16.01 billion |
| Murder Mystery 2 | 15.75 billion |
| Piggy | 12.8 billion |
| Royale High | 9.86 billion |
| BedWars | 9.26 billion |
| Pet Simulator X! | 8.76 billion |
Source: Statista.
What is the real driver of retention and active users?
One thing I’ve realized is that people stick around where they build value. Roblox knows this, and that’s why they’ve baked creator economics deep into the platform.
- Over 4 million developers are active on Roblox.
- $410.68 million in payouts were distributed in the first half of 2024.
- Devs earn about 29¢ for every $1 spent.
- And yes, Roblox still pays 23% of all revenue straight to app stores (ouch).
This means developers aren’t just making cool games; they’re building sustainable businesses. That’s why the content pool is rich and always expanding, which in turn keeps users coming back.
Roblox downloads and mobile usage
Roblox has consistently remained a top performer in mobile gaming, with downloads reaching significant highs year after year. In Q2 2023, Roblox recorded its highest quarterly downloads ever at 56.41 million. That same quarter also saw a sharp spike in console downloads, with the Xbox One update alone contributing 830,000 downloads in its first month.
Fast forward to Q2 2024, and mobile remains dominant. Approximately 54.86 million Roblox downloads came from mobile devices, reinforcing its mobile-first strategy.
As of December 2023, 80% of Roblox users had signed up via a mobile device, while only 2% primarily accessed Roblox through consoles. No surprise then that Roblox holds the #1 spot in the Adventure category on both Google Play and the Apple App Store.
Here’s a breakdown of Roblox’s annual downloads:
| Year | Downloads (in millions) |
| 2023 (Q1 & Q2) | 112.06 |
| 2022 | 178.34 |
| 2021 | 171.34 |
| 2020 | 159.34 |
| 2019 | 108.80 |
| 2018 | 82.84 |
| 2017 | 59.47 |
| 2016 | 33.15 |
In summary, Roblox’s usage metrics aren’t just impressive:
- High stickiness (20.9% DAU/MAU).
- Surging engagement (17.4 billion hours/quarter).
- Deep developer incentives.
- Strong mobile-first traction.
- Cultural impact through top games and social experiences.
Age analysis
| Age group | Percentage |
| 9 years or less | 15.1% |
| 9 – 12 years | 22.3% |
| 13 – 17 years | 22.2% |
| 18+ | 41.3% |
| Unknown | 0.6% |
Source: Roblox Creator’s Hub.
Here’s the core stat that jumps out at me: over 60% of Roblox users are now older than 13. That’s a big shift from the platform’s early identity as a kids-only space. Just a few years ago, developers building for Roblox could assume their audience skewed heavily toward elementary and middle schoolers. But today, it’s a much more layered demographic. 22.2% are teens (13–17), and a significant 41.3% are adults 18 and up. That’s mainstream territory.
The fact that 39.1% of users are still 13 or younger tells me that Roblox hasn’t lost its original magic with kids; it’s just grown with its audience. That’s rare. Most youth platforms either age up (and lose kids) or stay niche (and lose teens/adults). Roblox somehow holds both ends. That duality makes it one of the few ecosystems where a 10-year-old and a 19-year-old could both be playing daily, but for totally different reasons.
From a strategy perspective, this is huge. For developers, it means more creative freedom. They can build educational games, social role-playing games (RPGs), digital fashion hubs, or even gritty roleplays, and there’s a home for each. For marketers, it means better audience segmentation. If your brand is youth-focused, you can still find scale. If your brand targets Gen Z and young adults, Roblox now provides a direct channel to them, and one where they’re spending hours a day, not minutes.
| Year | DAU – 13 years and under | DAU – over 13 years |
| Q1 2019 | 9 million | 6.4 million |
| Q2 2019 | 9.9 million | 6.7 million |
| Q3 2019 | 10.8 million | 7.1 million |
| Q4 2019 | 11 million | 7.7 million |
| Q1 2020 | 13.3 million | 9.7 million |
| Q2 2020 | 17.9 million | 14.6 million |
| Q3 2020 | 19.3 million | 16.1 million |
| Q4 2020 | 19.5 million | 17.2 million |
| Q1 2021 | 21.3 million | 20.5 million |
| Q2 2021 | 21.5 million | 21.4 million |
| Q3 2021 | 23.1 million | 23.8 million |
| Q4 2021 | 23.6 million | 25.6 million |
| Q1 2022 | 25.5 million | 28.3 million |
| Q2 2022 | 24.2 million | 27.7 million |
| Q3 2022 | 26.4 million | 31.9 million |
| Q4 2022 | 26.0 million | 32.4 million |
| Q1 2023 | 28.7 million | 36.9 million |
| Q2 2023 | 28.2 million | 36.8 million |
| Q3 2023 | 29.7 million | 40.0 million |
| Q4 2023 | 29.3 million | 41.4 million |
| Q1 2024 | 32.1 million | 44.9 million |
| Q2 2024 | 32.4 million | 46.4 million |
| Q3 2024 | 34.5 million | 53.6 million |
| Q4 2024 | 32.5 million | 52.1 million |
| Q1 2025 | 36.1 million | 61.0 million |
Source: Statista.
One of the biggest narrative shifts on Roblox is the maturing of its user base. In Q1 2025, the number of daily active users (DAUs) over the age of 13 climbed to 61 million, compared to 36.1 million DAUs under the age of 13. If we rewind just five years to Q1 2020, those numbers were 9.7 million over 13 and 13.3 million under 13, meaning the older cohort has grown by over 528%, while the younger cohort has grown by 171%.
This shift isn’t by accident. Roblox has doubled down on making the platform more attractive to teens and adults, both in terms of features and content depth. The introduction of more complex game mechanics, avatar customization tools, voice chat, and creator monetization systems has made Roblox more than just a kids’ playground; it’s increasingly a sandbox for indie developers, digital socializers, and entrepreneurial Gen Zs.
Still, the younger audience remains a massive force. The under-13 segment hit its highest mark yet in Q1 2025 with 36.1 million DAUs. That’s a strong reminder that Roblox hasn’t lost its foundational audience. In fact, its ability to retain and grow both age segments simultaneously is part of what makes it unique in the gaming ecosystem.
Gender breakdown
If you’d asked me years ago to guess the gender balance on Roblox, I might have assumed it leaned heavily male, like most gaming platforms traditionally do. But here’s the surprise: Roblox is almost evenly split. According to the latest data:
| Gender | % of Users (2025) |
| Male | 51% |
| Female | 44% |
| Unknown / Other | 5% |
Source: Roblox Creator’s Hub.
At 51% male and 44% female, this is easily one of the most balanced gaming ecosystems I’ve seen, especially when you compare it to places like Fortnite or Minecraft, where the male dominance is clear-cut. Roblox is about who’s playing, but it’s also about who’s building, who’s customizing, and who’s creating whole social worlds from scratch. And that’s part of what makes it so sticky for different kinds of users.
Now, let’s talk about that 5% “Unknown / Other”. On the surface, it might just seem like unreported data. But given Roblox’s Gen Z and Alpha user base (two generations growing up with more fluid understandings of gender), that 5% might reflect self-identification trends. I wouldn’t be surprised if a chunk of that is non-binary teens or users opting out of binary classification altogether. That in itself is a trend worth paying attention to.
For developers and brands, this is your green light to think broader. You don’t have to design your games or experiences for a single gender. If anything, Roblox’s gender stats tell you that the real wins come from inclusive storytelling, avatar expression, and vibe-first social spaces.
Geographic reach
When Roblox first launched, it was pretty much a Western playground. Fast forward to 2025, and the platform has officially gone global.
Here’s how daily active users (DAUs) break down across regions:
| Region | % of DAUs (2025) |
| United States and Canada | 19% |
| Europe | 20.9% |
| Latin America | 17% |
| Asia-Pacific | 35.7% |
| Latin America, Middle East & Africa | 24.3% |
Source: Taekaway Reality.
Let’s start with the obvious: Asia-Pacific is running the show. With 35.7% of Roblox’s daily users coming from this region, countries like India, Indonesia, and the Philippines are participating and powering the platform’s growth. And if you’ve spent any time tracking gaming trends in APAC, this isn’t shocking. These markets are mobile-first, Gen Z-heavy, and digitally expressive. All of that adds up to Roblox domination.
What might be surprising is the strength of the “Rest of World” category. That 24.3% includes Latin America, the Middle East, and Africa. That’s a huge jump from where things were just a few years ago. It tells me that Roblox’s bet on accessibility: low-spec graphics, cross-device compatibility, and low-friction UX, is paying off in a big way. Even in areas with slower internet and fewer gaming PCs, Roblox runs like a charm.
Now, you might be wondering about the U.S. and Canada. Aren’t they the home turf? Yes, but together they now account for just 19% of daily users. That’s not a decline, it’s a sign that everyone else is catching up. Europe still pulls decent weight at 20.9%, and when you combine NA and Europe, you’re looking at about 47.4% of DAUs, still a huge and valuable chunk of Roblox’s audience.
Something to note is that more than half of Roblox’s DAUs (52.6% or over 41 million people in Q2 2024) are now coming from beyond the traditional “core” markets. That means the next breakout Roblox experience might not be global in origin. It might be regional, born from Filipino folklore, shaped by Brazilian fashion, or built on K-pop fandoms in Seoul. And that’s the mindset shift creators and marketers need to make.
What does this mean for you?
If you’re developing on Roblox in 2025, start thinking like a global-local brand. Localization isn’t just about translating menus, it’s about tapping into cultural references, aligning with regional school holidays, understanding time zones, and knowing which social platforms dominate in each country (hint: it’s not always Instagram or TikTok).
If you want to grow fast, consider partnering with APAC influencers. Launch a Ramadan-themed experience. Create avatar outfits inspired by Latin American streetwear. Whatever you do, build from a place, not just for a place.
Let’s look at the regions more deeply, ending in the second quarter of 2024.
North America (US & Canada)
Despite the global growth, North America still matters a lot, especially for brands. As of Q2 2024:
- That’s 17.1 million people logging in every day.
- And the region’s user base grew 20.4% YoY from Q2 2023.
| Quarter | Year | Daily active users (US & Canada) |
| Q1 | 2018 | 4.4 million |
| Q2 | 2018 | 4.6 million |
| Q3 | 2018 | 5.1 million |
| Q4 | 2018 | 5.0 million |
| Q1 | 2019 | 5.7 million |
| Q2 | 2019 | 6.0 million |
| Q3 | 2019 | 6.7 million |
| Q4 | 2019 | 6.3 million |
| Q1 | 2020 | 7.8 million |
| Q2 | 2020 | 11.4 million |
| Q3 | 2020 | 11.5 million |
| Q4 | 2020 | 11.3 million |
| Q1 | 2021 | 12.6 million |
| Q2 | 2021 | 12.1 million |
| Q3 | 2021 | 12.2 million |
| Q4 | 2021 | 11.2 million |
| Q1 | 2022 | 12.4 million |
| Q2 | 2022 | 12.4 million |
| Q3 | 2022 | 14.2 million |
| Q4 | 2022 | 13.3 million |
| Q1 | 2023 | 14.3 million |
| Q2 | 2023 | 14.2 million |
| Q3 | 2023 | 15.7 million |
| Q4 | 2023 | 15.6 million |
| Q1 | 2024 | 16.2 million |
| Q2 | 2024 | 17.1 million |
Source: Roblox.
This audience has purchasing power and marketing reach. So if you’re testing virtual merchandise, product placement, or branded worlds, North America is a prime target.
Europe
Europe beats out North America slightly in daily users:
- 20.9% of all Roblox DAUs are in Europe as of 2025.
- The number was 20.6 million people, based on Q2 2024 data.
| Quarter | Year | Daily active users (Europe) |
| Q1 | 2018 | 2.5 million |
| Q2 | 2018 | 2.7 million |
| Q3 | 2018 | 3.1 million |
| Q4 | 2018 | 3.7 million |
| Q1 | 2019 | 4.6 million |
| Q2 | 2019 | 4.8 million |
| Q3 | 2019 | 4.9 million |
| Q4 | 2019 | 5.5 million |
| Q1 | 2020 | 7.0 million |
| Q2 | 2020 | 9.9 million |
| Q3 | 2020 | 10.4 million |
| Q4 | 2020 | 10.9 million |
| Q1 | 2021 | 12.5 million |
| Q2 | 2021 | 11.8 million |
| Q3 | 2021 | 11.9 million |
| Q4 | 2021 | 13.4 million |
| Q1 | 2022 | 15.0 million |
| Q2 | 2022 | 14.1 million |
| Q3 | 2022 | 15.5 million |
| Q4 | 2022 | 16.6 million |
| Q1 | 2023 | 19.0 million |
| Q2 | 2023 | 18.2 million |
| Q3 | 2023 | 18.9 million |
| Q4 | 2023 | 20.0 million |
| Q1 | 2024 | 21.4 million |
| Q2 | 2024 | 20.6 million |
Source: Roblox.
Growth here has been steady and resilient. From just 2.5 million users in Q1 2018, Europe has grown 8x in six years. This region’s diversity, spanning dozens of languages and cultures, also makes it a rich testing ground for localization strategies.
If you want to win here, think multilingual, think modular, and definitely test your assumptions.
Asia-Pacific
APAC has become Roblox’s largest region in daily users:
- 20.2 million DAUs in Q2 2024.
- Roblox has added 3.6 million new DAUs in APAC since Q3 2022.
- User growth in APAC: +64.2% in just two years.
Here’s the Roblox Daily Active Users (Asia-Pacific) table:
| Quarter | Year | Daily active users (Asia-Pacific) |
| Q1 | 2018 | 1.4 million |
| Q2 | 2018 | 1.7 million |
| Q3 | 2018 | 1.8 million |
| Q4 | 2018 | 2.1 million |
| Q1 | 2019 | 2.3 million |
| Q2 | 2019 | 2.7 million |
| Q3 | 2019 | 2.8 million |
| Q4 | 2019 | 3.2 million |
| Q1 | 2020 | 3.7 million |
| Q2 | 2020 | 4.6 million |
| Q3 | 2020 | 5.4 million |
| Q4 | 2020 | 5.6 million |
| Q1 | 2021 | 6.5 million |
| Q2 | 2021 | 7.2 million |
| Q3 | 2021 | 9.4 million |
| Q4 | 2021 | 11.2 million |
| Q1 | 2022 | 12.6 million |
| Q2 | 2022 | 12.3 million |
| Q3 | 2022 | 13.2 million |
| Q4 | 2022 | 13.6 million |
| Q1 | 2023 | 14.9 million |
| Q2 | 2023 | 15.5 million |
| Q3 | 2023 | 16.2 million |
| Q4 | 2023 | 17.2 million |
| Q1 | 2024 | 18.8 million |
| Q2 | 2024 | 20.2 million |
Source: Roblox.
It’s impossible to ignore how crucial this region is to Roblox’s long-term growth. The biggest wins here come from understanding mobile-first behaviors and culturally niche communities. Whether it’s anime aesthetics, local festivals, or creator collabs, building native to the region beats translating global hits.
The rest of the world
There are now 21.6 million daily Roblox users outside North America, Europe, and APAC. That’s a 22% increase from the previous year.
| Quarter | Year | Daily active users (Rest of World) |
| Q1 | 2018 | 2.0 million |
| Q2 | 2018 | 2.3 million |
| Q3 | 2018 | 2.7 million |
| Q4 | 2018 | 2.8 million |
| Q1 | 2019 | 3.3 million |
| Q2 | 2019 | 3.6 million |
| Q3 | 2019 | 4.0 million |
| Q4 | 2019 | 4.1 million |
| Q1 | 2020 | 5.2 million |
| Q2 | 2020 | 7.4 million |
| Q3 | 2020 | 9.0 million |
| Q4 | 2020 | 9.4 million |
| Q1 | 2021 | 10.6 million |
| Q2 | 2021 | 12.1 million |
| Q3 | 2021 | 13.8 million |
| Q4 | 2021 | 13.7 million |
| Q1 | 2022 | 14.2 million |
| Q2 | 2022 | 13.4 million |
| Q3 | 2022 | 15.9 million |
| Q4 | 2022 | 15.3 million |
| Q1 | 2023 | 17.9 million |
| Q2 | 2023 | 17.7 million |
| Q3 | 2023 | 19.4 million |
| Q4 | 2023 | 18.7 million |
| Q1 | 2024 | 21.3 million |
| Q2 | 2024 | 21.6 million |
Source: Roblox.
This group, covering Latin America, the Middle East, and Africa, is full of untapped potential. As internet access improves and mobile gaming continues to surge, expect even more growth from these emerging markets.
Roblox registered users by country
Roblox might feel like a global platform, and in many ways it is, but when you break it down by country, one fact becomes crystal clear: this is still a North American-dominated platform.
According to the Roblox Creator’s Hub, the United States alone accounts for a massive 40% of the platform’s users, with Canada trailing at 20.5%. That means over 60% of Roblox’s users are based in just two countries. If you’re a brand or developer wondering where to focus your testing or monetization strategy, the U.S. and Canada are still the most fertile ground.
Here’s a full breakdown
| Country | Percentage users |
| United States of America | 40.0% |
| Canada | 20.5% |
| Russia | 7.5% |
| Japan | 5.1% |
| United Kingdom | 3.8% |
| Brazil | 2.9% |
| Philippines | 2.1 |
| Indonesia | 1.7 |
| India | 0.9 |
Source: Roblox Creator’s Hub.
What surprised me wasn’t just how top-heavy this distribution is, but how low the share is in emerging gaming markets like India (0.9%) and Indonesia (1.7%). For context, both countries have massive mobile-first youth populations, and they dominate platforms like YouTube and TikTok. So why not Roblox, yet? It might come down to infrastructure, cultural context, or local competition.
Russia (7.5%) and Japan (5.1%) also stand out. Russia’s share suggests a strong gaming culture that’s already integrated with Roblox’s sandbox appeal, while Japan, traditionally tough on Western gaming platforms, seems to be warming up to the Roblox model, possibly thanks to anime, user-created content, and community experiences. If Japan continues growing, expect to see more Roblox titles with anime-inspired art styles, J-pop collabs, and story-driven RPGs.
Meanwhile, the UK (3.8%) and Brazil (2.9%) round out the top countries with modest but stable engagement. These are markets where Roblox has long had a foothold, especially among younger users. But growth could go either way, depending on how well Roblox evolves its tools for local creators, especially those who want to build games with regional relevance.
To me, this country breakdown is a playbook. If you’re building for Roblox in 2025, the smartest move might be to ride the North American wave and plant long-term bets in underrepresented but high-upside regions.
Roblox users by language
When I first started exploring Roblox communities, I naturally assumed most players were English speakers, and I wasn’t wrong. According to data from the Roblox Creators Hub, a solid 58.9% of Roblox users primarily speak English. That means English dominates the platform by far, shaping not just the UI but also the culture, trending games, and developer priorities.
Russian comes in second at 12.1%, which is a significant slice. That’s more than one in ten users interacting in Russian, suggesting a deeply engaged Eastern European player base. I’ve seen this reflected in the popularity of games with Cyrillic-language titles and the rise of Russian-speaking content creators. It also hints at a localization opportunity: developers who translate or build culturally relevant games for Russian audiences might find a loyal niche that’s still underdeveloped.
Spanish and Portuguese users together make up nearly 20% of the platform, with 10.6% and 8.4% respectively. That’s a major presence from Latin America, Spain, and Brazil in particular. Brazil alone has become a Roblox powerhouse, and I’ve noticed Portuguese-language games topping engagement charts. If you’re a creator or brand looking to break into Roblox, offering multilingual support, especially in Spanish and Portuguese, isn’t just nice-to-have anymore; it’s strategic.
Then there’s the rising influence of Korean users, who now account for 5.2% of the platform. That might not sound huge on paper, but knowing how culturally strong Korea’s gaming ecosystem is, it signals a trend worth watching. Korea is known for shaping gaming culture globally (see: esports), and its presence on Roblox could spur the next wave of aesthetic or competitive design trends.
Lastly, languages like German, French, Italian, Polish, and Indonesian round out the list, together making up just under 13%. While individually smaller, they’re the seeds of hyper-local growth. Games that tap into regional humor, holidays, or social norms in these languages can create powerful engagement loops. Roblox may be English-first for now, but this table makes one thing clear: the future of Roblox is multilingual, multicultural, and more interconnected than ever.
| Language | Percentage users |
| English | 58.9% |
| Russian | 12.1% |
| Spanish | 10.6% |
| Portuguese | 8.4% |
| Korean | 5.2% |
| German | 4.9% |
| French | 3.0% |
| Italian | 2.5% |
| Polish | 1.2% |
| Indonesian | 0.8% |
Source: Roblox Creator’s Hub.
Roblox financials
How does Roblox make money?
Roblox is a pretty lucrative business. Its entire business model revolves around Robux, an internal currency that users buy with real money and developers earn by creating things people want to spend on.
Roblox makes money through a mix of Robux purchases, Roblox Premium subscriptions, and developer commissions. That last part is key. Every time someone buys an outfit, unlocks an emote, or pays for an upgrade inside a game, Roblox takes a cut. The revenue split for virtual items usually ranges between 30% and 70% in favor of the creator, depending on the content type and channel. So while it might look like just a game for kids, Roblox is operating more like a digital bazaar, with millions of microtransactions happening daily.
For users, Robux is purchased via monthly Roblox Premium subscriptions. Developers and creators, on the other hand, can earn Robux through multiple income streams: selling access to games, monetizing in-game enhancements, earning from avatar items, or participating in Roblox’s engagement-based payout system. If you’ve built a sticky experience, the platform rewards you just for keeping players active. And once you’ve got Robux, you can cash it out into real-world dollars via DevEx (Roblox’s developer exchange).
What is Roblox worth?
As of August 2024, Roblox was worth $28.58 billion, making it the 715th most valuable company in the world by market cap. That’s a solid recovery considering it bottomed out near $15 billion in late 2022. Its all-time high came during the pandemic-fueled metaverse rush in June 2021, when Roblox peaked at $56.74 billion in market cap. Since then, it’s had a few ups and downs, but 2024 has been kind.
Here’s a look at Roblox’s market cap trajectory:
| Date | Market cap highs |
| March 2021 | $36.88 billion |
| September 2021 | $43.89 billion |
| March 2022 | $30.14 billion |
| September 2022 | $21.84 billion |
| December 2022 | $15.82 billion |
| March 2023 | $25.55 billion |
| September 2023 | $16.89 billion |
| November 2023 | $22.87 billion |
| July 2024 | $26.87 billion |
| August 2024 | $28.58 billion |
Sources: YCharts, CompaniesMarketCap.
Roblox is no longer a hype-fueled metaverse bet. It’s a maturing platform with recurring revenue, strong creator economics, and surprisingly sticky user engagement. And Wall Street seems to be catching on, slowly, but surely.
Roblox Revenue
Roblox pulled in $893.5 million in revenue in Q2 2024, a 31.24% increase year-over-year. It’s one of those stats that made me double-check the math. Not only is Roblox surviving in a post-pandemic gaming world, but it’s thriving. The biggest driver is the growing monetization of its user base through premium content and robust developer contributions.
Here’s Roblox’s revenue growth journey:
| Quarter | Year | Revenue (USD) |
| Q1 | 2018 | $59.72 million |
| Q2 | 2018 | $72.58 million |
| Q3 | 2018 | $84.52 million |
| Q4 | 2018 | $95.95 million |
| Q1 | 2019 | $110.5 million |
| Q2 | 2019 | $119.2 million |
| Q3 | 2019 | $131.1 million |
| Q4 | 2019 | $147.6 million |
| Q1 | 2020 | $161.6 million |
| Q2 | 2020 | $200.4 million |
| Q3 | 2020 | $251.9 million |
| Q4 | 2020 | $310.0 million |
| Q1 | 2021 | $387.0 million |
| Q2 | 2021 | $454.1 million |
| Q3 | 2021 | $509.3 million |
| Q4 | 2021 | $568.77 million |
| Q1 | 2022 | $537.1 million |
| Q2 | 2022 | $591.2 million |
| Q3 | 2022 | $517.7 million |
| Q4 | 2022 | $579.0 million |
| Q1 | 2023 | $655.3 million |
| Q2 | 2023 | $680.8 million |
| Q3 | 2023 | $713.2 million |
| Q4 | 2023 | $749.9 million |
| Q1 | 2024 | $801.3 million |
| Q2 | 2024 | $893.5 million |
Source: Roblox.
Every quarter since Q1 2023 has shown consistent gains, crossing $800 million in quarterly revenue for the first time in early 2024. That puts Roblox on pace to crack $3.5 billion in annual revenue by the end of 2025, if growth continues at this clip.
How much Robux has been purchased so far?
In the first half of 2024 alone, Roblox players spent a staggering $1.88 billion purchasing Robux, the platform’s internal currency. That’s not revenue (yet); it’s what Roblox calls “bookings,” basically, the value of all Robux bought, whether or not they’ve been spent.
And if you zoom out, the Robux economy has been compounding like crazy since 2019.
Here’s what the bookings growth looks like:
| Quarter | Year | Bookings (USD) |
| Q1 | 2019 | $142.3 million |
| Q2 | 2019 | $150.3 million |
| Q3 | 2019 | $165.4 million |
| Q4 | 2019 | $236.3 million |
| Q1 | 2020 | $249.6 million |
| Q2 | 2020 | $494.2 million |
| Q3 | 2020 | $496.5 million |
| Q4 | 2020 | $642.3 million |
| Q1 | 2021 | $652.3 million |
| Q2 | 2021 | $665.5 million |
| Q3 | 2021 | $637.8 million |
| Q4 | 2021 | $770.1 million |
| Q1 | 2022 | $631.2 million |
| Q2 | 2022 | $639.9 million |
| Q3 | 2022 | $701.7 million |
| Q4 | 2022 | $899.4 million |
| Q1 | 2023 | $773.8 million |
| Q2 | 2023 | $780.7 million |
| Q3 | 2023 | $839.5 million |
| Q4 | 2023 | $1.13 billion |
| Q1 | 2024 | $923.8 million |
| Q2 | 2024 | $955.2 million |
So, how much is the average user spending?
To measure how much Robux the typical user is buying, Roblox uses a metric called ABPDAU (average bookings per daily active user). And while the total amount spent has ballooned, individual spending has stayed relatively stable.
In Q2 2024, the average player spent $12.01 on Robux, just slightly up from $11.92 in Q2 2023. So even though Roblox is making more money, it’s not from squeezing more dollars out of each user. It’s growing because more people are joining, and many of them are sticking around long enough to spend.
Here’s a quick look at how that’s evolved:
| Quarter | Year | ABPDAU (USD) |
| Q4 | 2018 | $10.44 |
| Q1 | 2019 | $8.98 |
| Q2 | 2019 | $8.78 |
| Q3 | 2019 | $9.00 |
| Q4 | 2019 | $12.37 |
| Q1 | 2020 | $10.58 |
| Q2 | 2020 | $14.81 |
| Q3 | 2020 | $13.73 |
| Q4 | 2020 | $17.30 |
| Q1 | 2021 | $15.48 |
| Q2 | 2021 | $15.41 |
| Q3 | 2021 | $13.49 |
| Q4 | 2021 | $15.57 |
| Q1 | 2022 | $11.67 |
| Q2 | 2022 | $12.25 |
| Q3 | 2022 | $11.94 |
| Q4 | 2022 | $15.29 |
| Q1 | 2023 | $11.70 |
| Q2 | 2023 | $11.92 |
| Q3 | 2023 | $11.96 |
| Q4 | 2023 | $15.75 |
| Q1 | 2024 | $11.89 |
| Q2 | 2024 | $12.01 |
Source: Roblox.
Roblox developer economy
The most slept-on story in the Roblox universe is the people building the playground.
As of 2025, Roblox now has over 4 million active developers, up from just 1.7 million in 2017. That’s some serious number. The platform is morphing into a full-blown creative economy. From solo teens building passion projects in their bedrooms to professional studios treating Roblox like Unity with a built-in audience, the developer scene has leveled up dramatically. And the money is flowing.
Roblox developer earnings by the numbers
| Metric | 2024 | 2025 (YTD) | YoY Change |
| Creator payouts | $680 million | $824 million | +21.2% |
| Top-earning individual developer | $4.9 million | $6.3 million | +28.6% |
| Developers earning $10k+ | 9,800+ | 11,200+ | +14.2% |
In just the first six months of 2024, Roblox paid developers $410.68 million. If that pace holds, this could be the first billion-dollar year for Roblox’s creator economy. And it’s not just the top 1% cashing out.
| Year | DevEx Payouts (USD) |
| 2018 | $71.89 million |
| 2019 | $111.98 million |
| 2020 | $328.74 million |
| 2021 | $538.32 million |
| 2022 | $623.86 million |
| 2023 | $740.7 million |
| 2024 | $410.68 million (H1 only) |
Here’s a look at how earnings are distributed across devs:
| Developer earnings tier | Number of developers |
| $1,000+ | 12,700 |
| $10,000+ | 3,700 |
| $100,000+ | 780 |
| $1 million+ | 675 |
| $10 million+ | 96 |
That’s over 675 developers crossing seven figures in annual earnings. And nearly 12,000 devs are cashing out Robux for real-world currency through the Developer Exchange (DevEx). There’s a growing creator middle class on Roblox, no longer just a few breakout hits.
Source: Roblox.
How developers make money on Roblox
Roblox has built a creator stack that’s flexible and monetizable at almost every touchpoint. Here’s where the revenue comes from:
- In-game purchases: Avatar items, upgrades, boosts: the bread and butter of the Robux economy.
- UGC (user-generated content): Think custom outfits, pets, gear. Now, anyone can become a virtual fashion mogul.
- Sponsored experiences: Immersive branded campaigns like Vans World and Spotify Island show how advertising is getting more gamified.
- Game passes and private servers: Still rock-solid for developers running community-driven or competitive games.
Roblox developers are becoming Indie studios
What stands out to me isn’t just the size of the payouts, it’s the shift in mindset. Roblox development used to feel like a hobby. Now, it’s a career path.
With tools like AI-powered asset generation, automatic localization, and even third-party SDKs, Roblox is starting to look and feel like a real game engine, just with a player base baked in.
If you’re building on Roblox today, profitability is structure, not luck. It’s about audience understanding, game design, retention mechanics, and monetization layers. If it sounds familiar, that’s because Roblox is evolving into the indie app economy for 3D worlds. And right now, it’s anyone’s game to win.
Emerging trends and future directions
Every time I think Roblox has peaked, a new wave of shifts proves me wrong. If you’re building or marketing on the platform, here are four big trends I’m keeping my eye on:
Ageing audience means deeper games
The average Roblox player isn’t just a kid anymore. The 17–24 age bracket is Roblox’s fastest-growing demographic, and they’re hungry for more complex gameplay, narrative depth, and customization. We’re seeing a rise in:
- Story-driven RPGs.
- Skill-based multiplayer games.
- Emotional or social simulators (think: “Roblox meets Life is Strange”).
If your game still speaks only to 12-year-olds, you’re missing a whole new user base with money and attention to spend.
Indie game scaling is real
One-person studios are punching way above their weight. Tools like Roblox Studio’s AI-assisted features and the Creator Hub’s monetization analytics are making it easier for indie devs to go viral and stay sustainable.
- “Frontlines,” built by just a few developers, now rivals some AAA visuals.
- Niche sim games like “Bloxburg” continue to dominate, years after launch.
You no longer need a team of 50 to win. Just clarity, creativity, and a smart monetization loop can get you there.
AI and virtual commerce are exploding
The rise of AI NPCs and branded stores is reshaping in-game economies. We’re now seeing:
- Smart bots offering guided tutorials or quests.
- Fully branded stores from Adidas, Walmart, and Samsung, complete with interactive elements.
- Personalized shopping, tied to player behavior and cosmetic preferences.
Regional growth needs attention
Asia-Pacific (APAC) and Latin America regions are where mobile-first gaming dominates and localization is make-or-break. Countries like India, Indonesia, and Brazil are unlocking millions of new users monthly.
- Titles with multilingual support see up to 2x longer average sessions.
- Games optimized for low-spec phones are outperforming bloated visuals.
What this means for developers, marketers, and analysts
If you’ve made it this far, you already get it: Roblox is both growing and changing. Here’s what that means for you, depending on what hat you’re wearing:
For developers
If you’re building from your assumptions instead of live player data, you’re probably building for the wrong audience.
- Design with range: You’re no longer just building for 10-year-olds. Add optional complexity: branching storylines, layered economies, or skill curves for older players.
- Optimize for stickiness: The over 20% DAU/MAU ratio is your benchmark. Design loops that keep players coming back daily, not just once a week.
- Build for mobile-first regions: Lightweight games with smart localization are exploding in APAC and LATAM.
For marketers and brands
- Go global, think local: Your Roblox campaign for the U.S. won’t automatically work in Indonesia. Adapt content, language, and even avatar styles.
- Roblox ≠ Roblox game: You’re entering a metaverse, not just placing an ad in a single game. Brand partnerships work best when they feel native and interactive.
- Gender balance matters: Near-even gender split means tone, design, and content diversity can’t be an afterthought.
For analysts and strategists
- User growth is real and sticky. This isn’t a “Metaverse bubble” anymore. Roblox is showing platform maturity, not just scale.
- Watch the 17–24 segment. This demographic shift is Roblox’s signal that it’s becoming a full-stack social platform, not just a game engine.
- The developer economy is evolving. UGC, branded content, and AI assistants are reshaping who makes money and how.
Conclusion
Roblox’s 2025 numbers tell a story that’s hard to ignore. This is a platform that’s scaling across borders, aging up with its audience, and deepening user engagement: not by luck, but by evolving fast. Whether you’re a developer, marketer, or researcher, understanding who is playing and how they’re playing is the unlock to building smarter, stickier, and more relevant experiences.
I used to think Roblox was just a hangout for kids hyped up on Obbys and bacon hair memes. But now, I see a blueprint, one where user-generated worlds, virtual commerce, and social gaming collide into something way bigger than “just a game.”
So here’s your move:
Use data (starting with this article) to align your next Roblox experience with what players want, across age, geography, play style, and attention span. Growth isn’t random. It’s data, insight, and timing. And now, you’ve got all three.
Frequently asked questions (FAQs)
How many active users does Roblox have this year?
Roblox reached 380 million monthly active users (MAUs) in 2025, up from 326 million in 2024. Daily active users (DAUs) climbed to 81.4 million, with a stickiness rate of 20.9%.
Is Roblox’s audience still mostly kids?
Not entirely. While Roblox started with a predominantly younger audience, the 17–24 age group is now the fastest-growing segment. The platform is aging up, with many players staying on and seeking deeper gameplay, more complex narratives, and social hangout spaces.
Where is Roblox growing fastest geographically?
APAC is leading the charge, especially countries like India, the Philippines, and South Korea. These mobile-first markets are fueling much of Roblox’s new DAU growth, making localization and regional partnerships more important than ever.
How long do users typically play Roblox per day?
On average, Roblox users spend 2.7 hours per day on the platform. Engagement trends show not just longer sessions but more frequent logins, especially among older teens and players in mobile-heavy regions.
How much money are Roblox developers making?
A lot. Collectively, Roblox developers earned over $780 million in payouts last year. Top earners monetize through UGC sales, in-game purchases, ad placements, and branded experiences, with both studios and solo indie devs scaling revenue.
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