Roblox said on the 17th that it released the "2025 Roblox Replay," which analyzes user behavior and search and style data over the past year.
The company said the report, based on more than an average of 274 million daily avatar updates and more than 50 million searches, shows that Roblox has established itself as a global digital hub where identity, creativity, and real-time cultural trends converge.
According to the report, digital fashion is directly influencing purchase decisions in the real world. Seven out of 10 Generation Z users have tried on a brand's virtual clothing before buying in real life, and 64% of them said the experience positively influenced their offline brand choices. In particular, 88% of respondents said they use pre-experiences in digital spaces before buying actual clothing.
Self-expression through avatars is also influencing identity formation in real life. Roblox users made an average of 274 million avatar updates per day, and 87% of respondents said freely experimenting with avatar styles helped them express themselves in the real world. Emotes—means of expressing emotions such as jumps or dances—have also become a primary mode of communication, and as user-created emotes spread, motion-related keywords like "dance" rose to the top of marketplace searches.
Users tended to explore the platform by genre and theme rather than specific content. Of the more than 50 million searches per day, many focused on broad topics such as horror and role-playing. The most searched experiences this year were Brookhaven, Grow a Garden, and Steal a Brainrot, in that order. In Korea, top search terms included Tower, Steal a Brainrot, 99 Days, Rival, and Horror Game.
Roblox is also strengthening its role as a cultural indicator that quickly reflects viral trends, memes, and global entertainment issues. Search data showed surges tied to hot-button topics such as "67 (Six Seven)" and "K-Pop Demon Hunters."
These changes also showed up in growth metrics. Cumulative hours of use for the first through third quarters of 2025 reached 8.87 billion hours, and in August concurrent users peaked at 45 million. Grow a Garden and Steal a Brainrot also each set new records for concurrent play.
Roblox's influence is expanding in Korea as well. The company said the number of Korean creators who qualified for revenue sharing through the developer exchange program rose 303% in the fourth quarter of 2024 compared with the fourth quarter of 2022, and total revenue paid to domestic creators increased 68% over the same period. Roblox said it contributed about $20.8 million to Korea's gross domestic product (GDP) from 2019 to 2024 and supported about 120 jobs as of 2024.
Raj Bhatia, Roblox vice president of user and discovery product, said, "Roblox users are shaping culture based on identities they create in virtual spaces," and "these experiences are translating into consumer choices in the real world."