Key stat: 30.3 million US adults aged 18+ visited Roblox.com in March 2026, each spending an average of 876.6 minutes, or roughly 14.6 hours apiece, according to a March study from Comscore Media Metrix Multi-Platform.

Beyond the chart:

• Some 85% of adult mobile gamers across the US, UK, Japan, and South Korea play daily, according to Mistplay's 2025 Mobile Gaming Across Markets report.
• This grown-up engagement isn't new. US adults aged 25-34 were already clocking more than 100 minutes per Roblox session a year ago, which is why brands increasingly treat the platform as an immersive experience to build inside.

Use this chart: Drop this into any pitch positioning Roblox as an adult media channel. Show clients that 30 million-plus grown-ups log nearly 15 hours a month there, then use it to justify testing immersive in-game activations rather than writing the platform off as kids-only.

Related EMARKETER reports:

• In-Game Ad Spending Benchmarks: Q2 2026 (EMARKETER subscription required)
• US Time Spent With Media 2026 (EMARKETER subscription required)

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.