December 16, 2025 — Leads & Copy — Roblox has released its 2025 Roblox Replay, offering insights into user expression and engagement on the platform. The report highlights the blurring of digital and physical self-expression and the rise of a trend-spotting community.
Key findings include that 70% of Gen Z users surveyed have worn branded digital fashion, with 64% saying it increased their likelihood of considering a brand in the physical world. 88% use digital fashion to preview physical clothing. Roblox users updated avatars 274 million times daily, with 87% feeling more comfortable expressing themselves in the real world. Top searches reflect nostalgia and novelty, with Brookhaven, Grow a Garden, and Steal a Brainrot being the most searched experiences.
According to Roblox Vice President Raj Bhatia, Roblox has become a dominant digital space for identity, culture, and community for Gen Z and Gen Alpha.
The platform saw 88.7 billion hours engaged in the first three quarters of 2025 and a peak of 45 million concurrent users in August. Steal a Brainrot drew more than 25 million concurrent users in September.
Additional Resources: Roblox Newsroom: The 2025 Roblox Replay: Decoded Through Search and Style1
Raj Bhatia, Vice President, Head of User and Discovery Product
Source: Roblox
